Eric Bischoff Calls AEW’s Merch Efforts “Marginal” and Warns About Brand Struggles

Eric Bischoff didn’t hold back while discussing AEW’s struggles with merchandise and branding on a recent episode of his 83 Weeks podcast.

While analyzing the company’s ongoing issues with Triller and its pay-per-view distribution model, the WWE Hall of Famer shifted the conversation toward AEW’s inability to bring in strong merchandising revenue — and he didn’t sugarcoat it.

Bischoff pointed out a key weakness in AEW’s business structure: they’re not touring enough. Without regular live events, merch sales — especially the kind made at arenas — take a major hit. According to Bischoff, AEW just isn’t pulling it off.

“They don’t tour, and if you don’t tour, you’re not going to have a lot of merchandising — if any — very little. Their licensing efforts to date have been marginal. I think at best, marginal. That’s being kind.”

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Bischoff explained that real success in wrestling merchandise comes when the brand catches fire and fans can’t get enough. For him, AEW hasn’t reached that level — not yet, anyway.

“But that also takes time. Truth be known. You’ve got to get hot before you’re really going to enjoy significant and consistent merchandise sales. You’ve got to have a hot brand. That’s a challenge right now for AEW. Not that they won’t get there — but they’re not there now.”

He didn’t dismiss the company’s potential altogether, but made it clear that unless AEW heats up their brand and hits the road, they’ll keep leaving money on the table.

Eric’s remarks weren’t a total burial, but the warning was loud and clear — AEW’s merch game is ice cold, and until they fix their touring and brand momentum, it’s going to stay that way.

Please credit Ringside News if you use the above transcript in your publication.