AEW may not have a match on the SummerSlam card, but the company is making sure wrestling fans see its name anyway.
As thousands of fans pour into Minneapolis for WWE’s biggest event of the summer, AEW has already planted itself right outside the action. New footage making the rounds online shows a massive digital billboard for AEW Dynamite running directly across the street from U.S. Bank Stadium, the home of this weekend’s two-night SummerSlam.
The advertisement features Kenny Omega alongside several of AEW’s biggest stars, putting the promotion front and center just steps away from where WWE fans will be entering and leaving the stadium all weekend.
It’s a move that’s become something of a tradition for Tony Khan. Whenever WWE hosts one of its biggest events, AEW has often looked for ways to get its own brand in front of the same audience. With tens of thousands of wrestling fans traveling to Minneapolis for SummerSlam, the weekend presents one of the biggest opportunities of the year to grab extra attention—even if those fans are in town for WWE.
The strategy is simple. If thousands of wrestling fans are already gathering in one place, there’s no better time to remind them that AEW Dynamite is waiting when the weekend is over. It’s inexpensive exposure compared to buying attention elsewhere, and it guarantees the company’s name is seen by the exact audience it’s trying to reach.
This also isn’t the first time AEW has used billboard advertising around major WWE events. Tony Khan has repeatedly looked to capitalize on the massive crowds surrounding premium live events, turning WWE weekends into an opportunity to promote his own product.
Whether it convinces anyone to tune into Dynamite is another question, but one thing is certain—AEW has already found a way to become part of the SummerSlam conversation before the first bell has even rung.
What do you think of AEW advertising outside SummerSlam? Smart marketing or an unnecessary shot at WWE? Let us know in the comments below.
