The ongoing competition between WWE and AEW has renewed one of professional wrestling’s oldest but most contentious traditions: counter-programming. On September 20, 2025, both major promotions made headlines by simultaneously running their premium live events (PLEs), locking horns in a direct battle for viewers and fans, reminiscent of wrestling’s historic rivalries.
On this date, AEW hosted its marquee annual pay-per-view, All Out, while WWE countered by launching its first-ever Wrestlepalooza PLE on ESPN, marking a notable shift in WWE’s strategy. Traditionally, WWE’s counter-programming efforts targeted AEW’s NXT brand events, but Wrestlepalooza represented the first time WWE’s main roster went head-to-head against an AEW main event PPV on the same day and time frame[1][3][4].
Historical Context and Upcoming Shift in Strategy
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