AEW President Tony Khan has finally responded to WWE’s ongoing strategy of counter-programming AEW pay-per-views by scheduling NXT special events at the same time as AEW’s major shows. Speaking during the recent media call ahead of the AEW x NJPW Forbidden Door pay-per-view on August 24, 2025, Khan took a diplomatic stance, emphasizing AEW’s focus on building a top-tier wrestling product rather than getting distracted by WWE’s programming moves.

WWE has increasingly engaged in counter-programming battles this year by placing NXT events head-to-head with AEW pay-per-views. This includes NXT Heatwave running opposite this weekend’s Forbidden Door, the Great American Bash competing against AEW’s All In, and an upcoming Wrestlepalooza set for September 20 that will go up against AEW’s All Out pay-per-view in Toronto[1][2][3].

When asked directly about WWE’s tactics during the Forbidden Door press call, Tony Khan declined to dwell on the competition itself. Instead, he highlighted AEW’s successful 2025 and the company’s commitment to delivering the best wrestling product possible. Khan stated:

“We’ve had a great 2025 in AEW and I believe that, in large part, that’s because everyone in AEW is really focused on making AEW a tremendous promotion and continuing this excellent year we’re having.”[1][3]

He expanded on the importance of staying dedicated to AEW’s own growth rather than reacting to WWE’s programming decisions:

“The most important thing for us is to talk about AEW and work really hard on AEW every week. It means not necessarily focusing on what every wrestling promotion is doing, but I do like watching wrestling and keeping up with what other wrestling promotions are doing.”[1][3]

Khan acknowledged that wrestling promotions have always coexisted globally, noting that since AEW’s inception in 2019, other companies have occasionally presented compelling programming. He said AEW’s goal is not to be the only wrestling company but to be the best, backed by what he believes is “the best wrestlers,” “the best TV shows and pay-per-views,” and undeniably “the best fans” in the business[1][3][5].

The WWE’s counter-programming strategy has notably escalated throughout 2025, with the Stamford-based giant leveraging its NXT brand to put on premium live events (PLEs) and specials on the same days as AEW’s marquee shows. In addition to the NXT events, WWE announced Wrestlepalooza, its first Premium Live Event on the new ESPN direct-to-consumer streaming platform, scheduled on the exact date as AEW All Out in mid-September[1][2][4].

This latest move by WWE was widely covered following an ESPN appearance by WWE Superstar Seth Rollins promoting Wrestlepalooza, illustrating the company’s intent to directly challenge AEW’s pay-per-view viewership[4].

An insider close to AEW shared to Wrestling Headlines that behind the scenes, the AEW leadership remains confident in their product’s momentum despite WWE’s tactics: “Tony and the AEW team know that they don’t need to fight WWE at their game. They are focusing on making each AEW show bigger and better, something the fans clearly appreciate.” The source added that the Forbidden Door event, being a landmark AEW x NJPW collaboration, is expected to draw significant worldwide interest regardless of WWE’s NXT Heatwave airing concurrently.

In terms of ratings and fan engagement, AEW Dynamite recently posted solid viewership numbers on August 20, 2025, continuing a trend of steady ratings that support Khan’s assertion of strong fan loyalty and superior television offerings[1][4].

Additionally, AEW’s efforts to expand their talent roster and partnerships continue, with updates such as the involvement of British star Alex Windsor being explored for AEW shows. While not officially signed yet, sources close to the situation revealed Windsor is being courted by AEW management for potential appearances, adding more excitement to the promotion’s international appeal[1].

AEW’s strategy seems clear: while WWE attempts to counter-program, AEW is doubling down on innovation, quality matches, and fan engagement to maintain and grow its market share. Tony Khan’s remarks underscore a philosophy of focusing inward on AEW’s product quality and fan experience rather than reacting to WWE’s scheduling gambits.

As we approach the Forbidden Door pay-per-view and the looming clash on September 20 with Wrestlepalooza vs. All Out, the wrestling world watches closely to see how these rival promotions navigate the competition. For now, Tony Khan’s position is resolute: success is built on creating the best wrestling show each week, not the distractions of direct TV battles.

Sources: WWE.com, Fightful, Wrestling Headlines, ITR Wrestling, TJRWrestling, SI.com, 411Mania, and industry insider reports.