Nick Khan Says WWE’s AAA Acquisition Will Boost Latino Viewership and Revenue

WWE’s recent purchase of AAA is all about expanding their reach in the Latino market, and Nick Khan isn’t holding back on what this means for the company.

Speaking during TKO’s first quarter financials call, the WWE President emphasized the strategic importance of Latino stars like Penta and Rey Fenix in attracting a massive audience.

“If you look at some of the recent wrestlers who came into WWE, Penta and his real-life brother Fenix in particular, both social media impressions — Penta on his debut, almost 100 million social media impressions,” Khan said. “We see a spike in Latino viewership when he comes out. It’s something we noticed a few years ago when Bad Bunny came in on his run with WWE.”

Khan made it clear that WWE sees serious potential in capitalizing on the Latino demographic, especially now that AAA is under their control. He pointed to the upcoming WWE x AAA Worlds Collide and WWE Money in the Bank events, both set for June 7th in Los Angeles. According to Khan, both shows will be produced from a single truck, a move aimed at maximizing revenue while minimizing costs. “There are efficiencies there, there are good dollars there, and we’re excited about the overall opportunity,” he said.

Khan also stressed that Penta’s immediate impact is a sign of what’s to come. “First week we came out of the gate with Penta. When he first debuted, he led all merchandise sales that week,” he noted. “New to the party and he was number one.”

With Penta already showing he can move the needle, WWE is betting big on Latino stars to drive their content and merchandise sales.