3 Reasons Why Main Roster Superstars Are Shifting To WWE NXT?

Over the past few weeks, a distinct change has been evident in the WWE universe. Main roster stars from Raw and SmackDown, names like Baron Corbin, Mustafa Ali, and Dana Brooke, have found their way into the NXT television shows. The shift peaked when Bron Breakker, the current face of NXT, threw down the gauntlet and challenged the World Heavyweight Champion, Seth Rollins, to a duel in NXT.

But what is driving this shift? Wrestling aficionados might be tempted to think this is just another creative twist in the ongoing drama of professional wrestling. However, according to Dave Meltzer of Wrestling Observer Radio, the primary force behind this reshuffling is WWE CEO, Nick Khan. Meltzer shared, “The deal is, is that this is a Nick Khan thing…bring more main roster stars to NXT every week, boost the ratings, and try to up your price for a renewal from the USA network because the ratings are higher.”

The significance of this move can be better understood when considering the television rights fees WWE garners. Drawing nearly 500 million dollars annually from NBCU and FOX since 2019 and expected to continue until 2024, these TV rights fees have been instrumental in pushing WWE to unprecedented profit levels. This was particularly notable during the early days of the pandemic when live events were almost non-existent.

There are three significant reasons for this strategic shift:

The revenue from TV rights fees for Raw and SmackDown underlines the core of WWE’s financial triumphs. As WWE navigates its negotiations for the next TV deal, Khan has identified the potential to elevate the worth of the NXT TV product. According to Meltzer, Khan’s vision is not just to infuse the main roster into NXT but to redefine NXT – transitioning it from being a developmental wing to a third brand parallel to Raw and SmackDown.

Despite the initial skepticism over NXT’s transformation from the classic Black and Gold product to WWE NXT 2.0’s vibrant avatar, the brand has managed to recapture audience attention. The success of newer characters and storylines, coupled with main roster inclusions, has reignited NXT’s appeal.

During his address at the J.P. Morgan 51st Annual Global Technology, Media, and Communications Conference, Nick Khan expressed WWE’s perspective on NXT’s prospective growth. For WWE, NXT isn’t just a developmental pitstop; it’s a brand with its unique identity and fanbase. The integration of established superstars from Raw and SmackDown into NXT not only offers a fresh perspective for fans but also serves as a training ground for budding talent, letting them share the stage with seasoned pros.

NXT’s evolution from its inception to now has been substantial. Once seen as a mere third brand, it shifted to primarily a developmental system. However, Nick Khan’s recent initiatives signal a different ambition: to nurture NXT as a standalone brand with its distinctive flavor and audience.

Envisioning NXT as a platform where talent from Raw, SmackDown, and NXT can seamlessly crossover, Khan’s approach ensures that established stars add value to NXT, while the novices get ample opportunities to hone their craft. The forthcoming NXT Premium Live Events, combined with roster integrations, will undeniably mold NXT’s trajectory in the weeks to come.

With the business metrics favoring WWE currently, thanks to thriving TV ratings for Raw and SmackDown, the integration of main roster stars into NXT might just be the ace up WWE’s sleeve to achieve an even more lucrative TV deal during the ongoing negotiations.