Tony Khan Seemingly Responds to WWE Price Hike Strategy

As WWE makes it clear that ticket prices are only going higher, AEW President Tony Khan is taking a very different approach—and he’s not shy about saying so.

During the AEW All Out media call, Khan was asked directly about rising ticket costs in the industry and whether AEW could be a more affordable option for fans feeling priced out. His answer was firm: AEW is for everyone, and that includes families.

“AEW’s ticket pricing is designed to be very family-friendly and it has been that way since the very beginning. Everybody who’s been involved in AEW from the start will tell you that we always wanted to maintain affordable ticket prices for the fans, and particularly to bring families and young fans to the show, and make it accessible for fans of all backgrounds, of all ages.”

Khan’s comments come just days after TKO President Mark Shapiro stated WWE would not be lowering ticket prices anytime soon—and in fact, they may go up even more. Speaking at the Goldman Sachs Communacopia + Technology Conference, Shapiro said WWE is still behind UFC in terms of profitability per fan and called out Vince McMahon’s past family-focused pricing model.

“Vince McMahon was primarily pricing tickets for families and wasn’t totally focused on maxing the opportunity there,” Shapiro said.

While WWE leans into dynamic pricing and profit-driven strategies, AEW seems to be embracing the opposite—making a public commitment to keeping their shows affordable and welcoming to fans of all income levels.

As more wrestling fans feel priced out of the live event experience, Khan’s message may resonate with a larger audience looking for entertainment that doesn’t break the bank.