JBL believes WWE’s next big international move should involve Japan, and NJPW’s new ownership situation has only made that conversation louder.
While speaking on Something to Wrestle, JBL reacted to New Japan Pro-Wrestling becoming a consolidated subsidiary of TV Asahi after Bushiroad entered into a share transfer agreement involving TV Asahi and CyberAgent. JBL said the move makes sense because a television company owning wrestling content creates a different business model.
“I think it’s a great idea that the television company because now they have content. You know, it’s very similar to what Ted Turner did with the regional sports networks with Atlanta Braves, also with WCW.”
JBL explained that when a TV company owns a promotion, the business is not only judged by live gates, merchandise, streaming, or pay-per-view revenue. It also becomes valuable as programming.
“You know, when the television network owns it, now all of a sudden it’s not about just a P&L about you got to draw money off of pay-per-views or streaming or whatever that revenue source is or off of live attendance, tickets, merchandise, things like that because you’re getting also content for the TV company. So, I think it’s a terrific vertical integration that’s going on. It’s a big deal.”
JBL then pointed out that NJPW remains one of the few companies capable of drawing massive crowds in Japan, even after losing several major stars to AEW. Still, he admitted he was surprised WWE did not make the move first.
“You know, New Japan has been one of the companies out there that still can put, you know, 40-50,000 people in the Tokyo Dome and they’ve lost a bunch of stars to AEW. They have the ability to build them again. I was surprised that it went to a TV company though and not to WWE. I really thought WWE would buy one of the Japanese companies and they still may.”
JBL said he would not be shocked if WWE still pursues a Japanese wrestling deal, because he believes it fits the global expansion plan Vince McMahon had talked about years ago.
“I’m surprised they haven’t already. So, no, I would not be surprised at all. I thought WWE all along has been pitching to get that and I think they’re still going to do that.”
He then explained that WWE’s current international moves line up with what he heard from Vince in the 1990s, when Vince spoke about building a global wrestling footprint with networks and training centers around the world.
“It was years ago. I mean, years ago, it was mid-90s when I would hear Vince talk about what his plans were for global domination. And this fits right into it. The exact same plan. The plan is not necessarily owned by Vince, but maybe that’s where it came from because certainly Hunter was one of Vince’s right-hand guys.”
JBL said Japan was always part of that larger plan and argued that WWE’s recent moves show the same vision continuing under the current regime.
“Vince thought for a long time he would have television networks and training centers in all the different continents except for Antarctica, but on six different continents. And Japan was a big part of that plan, that global domination plan. Well, that’s what you’re seeing now.”
JBL then predicted that WWE will make some kind of move in Japan before long, whether that means buying something or partnering with a Japanese company.
“I think what they did with AAA, I think what they have a potential to do in the UK, I think they’re going to do that in Japan. I think you’re going to see that. I think I’d be very surprised if by the end of the year that WWE has not bought something in Japan or at least partnered with Japan.”
Conrad Thompson compared the idea to WWE’s AAA connection, suggesting New Japan could become the Japan equivalent of that opportunity.
“I do think if they’ve got some sort of business end in Mexico, the next logical step would be to try to do something in Japan. At least in my experience, Triple A was at least once upon a time considered far and away the number one brand in Mexico. So to have a partnership like that in Japan, it does feel like New Japan could be like the AAA of Japan. It feels like a big opportunity if something like that were to happen.”
JBL agreed and said WWE has handled AAA well by maintaining lucha libre culture while still using the relationship to boost its own programming, stating that they have done a fantastic job with it.
“Yeah, I agree. And you look at what they’ve done with Triple A. I think they’ve done a really good job with Triple A of maintaining the culture of Lucha Libre. And I think they’ve done a fantastic job with it.”
He then explained what WWE gets out of those relationships. JBL pointed to Penta, title matches, the Americanos, and other AAA-related content as examples of how WWE can bring outside talent and stories into Raw and SmackDown.
“But look at what also has happened for Monday Night Raw and SmackDown. You’re able to get Penta. You’re able to get all these great stars. You’re able to get title matches. You’re able to get the Americanos. You’re able to get so much from AAA for your content in North America while also maintaining the independence or somewhat independence of AAA with what they’re doing as well. I think that’s a perfect template to use in Japan.”
JBL also revealed that WWE’s interest in working with Japan goes back decades, recalling a late-1990s attempt involving All Japan Pro Wrestling and Giant Baba.
“As far back as the late 90s, when me and Windham went over there for the tag team tournament, that was to help broker a deal with All Japan at the time with Giant Baba. That’s how long they’ve been wanting a deal like this.”
He then explained why he thinks partnership makes more sense than simply buying a Japanese wrestling company outright. According to JBL, Japan’s wrestling culture and legacy make a straight takeover more complicated.
“The Japanese culture, as you know, is not something that you buy and then you move into Japan with. It’s something you partner with. There’s a lot of old legacy issues in Japan, especially with wrestling. You can’t just buy the company. I mean, you can buy it, but it’s got to be a partnership like AAA is. So, I think that’s the most likely outcome. I think it’s going to be a terrific outcome.”
JBL stated that Japanese talent could help WWE fill its many hours of programming while giving Monday Night Raw and Friday Night SmackDown ready-made stories without having to create everything from scratch.
“You think about it, if you’ve got some new Japanese stars, you bring those guys over just like you do with the AAA stars for your Monday Night Raw show. WWE has so many hours of content they have to fill. It makes sense for them to partner with a lot of different groups that they can bring in those different talents and those different storylines into their programming from somewhere else and they don’t have to create it organically. It’s a pretty good win for WWE.”
This comes after NJPW confirmed that TV Asahi will increase its ownership stake and that the promotion will become a consolidated subsidiary once all procedures are finalized. NJPW said there are no current plans to change its business operations.
“Currently, we have no plans to make any changes to our various business operations, including the events we organize, as a result of this Share Transfer.”
NJPW also thanked Bushiroad for its years of support and said it looks forward to working with TV Asahi and CyberAgent going forward.
“We would like to express our gratitude to Bushiroad, which has supported our business for many years as our largest shareholder, and we look forward to working together with TV Asahi and CyberAgent to further expand our business.”
JBL’s comments now put WWE’s Japan ambitions back in the limelight. He may not know exactly what the company will do next, but he clearly believes Japan is a natural next step after AAA.
Do you think WWE should partner with NJPW the same way it has worked with AAA, or should New Japan stay completely separate? Please share your thoughts and feedback in the comments.
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