In an unprecedented move escalating the competition between wrestling giants WWE and AEW, WWE is reportedly planning to counter-program AEW’s highly anticipated All Out pay-per-view on September 20, 2025. For the first time, WWE will schedule a main roster premium live event (PLE) to run head-to-head with AEW’s marquee show, marking a significant shift in WWE’s counter-programming strategy[1][2][4].

According to multiple sources confirmed by POST Wrestling, WWE has slated an unannounced premium live event for the same night as AEW All Out, which is set to be broadcast from Toronto’s Scotiabank Arena starting at 8 p.m. Eastern Time. While AEW’s venue and timing are locked in, WWE’s PLE location remains undisclosed, though Indianapolis’s Gainbridge Fieldhouse is strongly rumored to be the host site. WWE has a deep relationship with Indianapolis venues, having previously held major events such as WrestleMania, SummerSlam, and this year’s Royal Rumble in the city[2][4].

This move marks the first occasion where WWE’s main roster is directly competing with AEW on a pay-per-view level, as past WWE counter-programming efforts mainly focused on its NXT brand. For example, WWE’s NXT Great American Bash ran against AEW’s All In Texas earlier this year, alongside other WWE specials like Saturday Night’s Main Event and the Evolution 2 event on the following day. However, a direct main roster clash had not happened until now, signaling a more aggressive posture from WWE against AEW’s growing market influence[1][3][4].

Backstage sources tell Fightful and Wrestling Inc that WWE’s decision to schedule a PLE opposite All Out reflects the company’s intent to protect its premium event market share and disrupt AEW’s fanbase and viewership on a critical night in wrestling. While the official name of the WWE event has not been revealed, speculation among insiders and fans online suggests the show could revive the “Bad Blood” branding, which WWE rebooted last year to strong reception. WWE’s September calendar previously had no PLE scheduled, heightening the surprise factor of this development[4].

Despite the rivalry, WWE has not issued an official statement regarding the scheduling conflict. WWE.com has yet to update the public on details of the show, and representatives did not respond to POST Wrestling’s inquiries. Sources close to Cody Rhodes, AEW’s executive vice president and featured talent at All Out, expressed cautious optimism that fans would support wrestling’s expanding landscape, even amid direct competition[2].

Industry analysts see WWE’s counter-programming strategy as a double-edged sword. While it reflects confidence and ambition, dividing the audience on a significant wrestling night could risk diluting pay-per-view buys for both companies. AEW’s All Out in 2024 drew one of its largest crowds and pay-per-view sells, making it an essential event for the brand’s momentum. WWE’s bold scheduling might invigorate fans, but it could also lead to fragmentation, something both promotions have to consider strategically[1][4].

This counter-programming is part of a broader pattern from WWE amid AEW’s rise, including running NXT events alongside AEW’s Forbidden Door in late August 2025 and episodes of Raw and SmackDown featuring high-profile talent with strategic placements around AEW specials. This marks a new level of competition between the two wrestling conglomerates, reflecting the increasingly fierce battle for fan attention in an evolving sports entertainment marketplace[1][3].

Podcasts and wrestling news outlets like Cultaholic have speculated about the potential start time of WWE’s PLE, which could also target an 8 p.m. Eastern kickoff to directly compete with AEW’s All Out broadcast. The exact card and talent featured have not been leaked yet, but insiders hint that top WWE stars could be involved to maximize ratings and market share on the night of the event. Meanwhile, AEW plans for All Out will reportedly feature its biggest storylines and talent to date, making it one of the company’s most critical pay-per-views in years[1][5].

In conclusion, WWE’s reported decision to counter-program AEW All Out 2025 with a main roster premium live event represents a landmark moment in wrestling industry rivalry. It highlights WWE’s willingness to escalate direct competition with AEW by using its vast resources to schedule a competing live show on the same date as a major AEW pay-per-view. Fans can likely expect an intense battle for viewers on September 20, 2025, as WWE and AEW bring their best to the ring in a high-stakes face-off.

According to a WWE insider familiar with scheduling plans, “This move is about WWE taking no prisoners and showing that they still dominate the landscape. Putting a main roster show against All Out is a clear message to AEW that WWE controls the calendar, not the other way around.”

Wrestling fans and industry observers will be watching closely as details emerge on WWE’s full lineup and venue, setting the stage for a historic night in professional wrestling.

Published Tuesday, August 12, 2025
Sources: POST Wrestling, Wrestling Inc, Fightful, WWE.com, Cultaholic Podcast