Matt Hardy recently shared his thoughts on WWE’s evolving strategy to counter the growing influence of All Elite Wrestling (AEW), specifically regarding WWE’s partnership with Total Nonstop Action Wrestling (TNA). In a candid discussion on his “Extreme Life” podcast and interviews with outlets such as Fightful and Ariel Helwani, Hardy offered insight into the motivations behind WWE’s collaboration with TNA and how it potentially serves as a counterprogramming tool against AEW’s expansion in the wrestling industry.

WWE and TNA Partnership Explained

In 2025, WWE officially announced a partnership with TNA, a wrestling promotion that has been a notable staple in the industry for over two decades. This partnership allows talent, including the Hardy brothers, Matt and Jeff, to appear on NXT and crossover with TNA programming. More than just a talent-sharing agreement, it is perceived as a strategic alliance aimed at reinforcing WWE’s market dominance in response to AEW’s rising popularity.

Matt Hardy elaborated on this aspect during the Ariel Helwani Show when asked why WWE would align with TNA. Hardy responded, “I would guess part of it is AEW and its existence.” He further emphasized, “I think that’s obviously a feasible option” to use the partnership as a tactical measure[2].

Is WWE Using TNA to Counter AEW?

The speculation that WWE is propping up TNA to block AEW stems from the notion that WWE recognizes AEW as a legitimate competitor. According to sources and industry analysts, WWE’s partnership with TNA functions as counterprogramming to offer fans an alternative product that combines WWE-style wrestling with TNA’s unique flavor, thus curbing AEW’s potential market share.

Matt Hardy acknowledged the benefits of this approach during his podcast, stating, “It’s helping us. No doubt. TNA is a company that has been around for over two decades and I think it’s an important staple in pro wrestling. They do a style that is more similar to the WWE style. It’s a good call and a win-win for everybody”[2][1].

Hardy’s Perspective on Wrestling Competition Today

In a broader context, Hardy discussed the wrestling landscape in 2025, emphasizing that while AEW has modernized alternative wrestling entertainment, WWE remains a dominant force with vast resources and global reach. During his “Extreme Life” podcast, Hardy highlighted how WWE balances innovation with tradition, and strategic partnerships like the one with TNA are part of that calculated effort to maintain supremacy in professional wrestling[1][3].

Regarding AEW’s creative freedom, Hardy shared his insights, dispelling myths about wrestlers having total creative control. Drawing from his experiences working with Tony Khan of AEW and WWE management, Hardy detailed that creative input exists but ultimate control remains centralized. This viewpoint contextualizes why WWE might want to sustain partnerships such as TNA to maintain narrative and competitive advantages[5].

TNA’s Role and Talent Highlights

TNA, with its longstanding presence, remains relevant through key talents who crossover with WWE brands. For instance, Trick Williams, an NXT superstar, holds the TNA World Championship, symbolizing the synergy between the two promotions. Additionally, the Hardy brothers are slated to challenge for the TNA Tag Team Titles at the upcoming TNA Slammiversary event, spotlighting the collaborative efforts between WWE and TNA talent rosters[2].

This cross-promotional activity not only enhances wrestlers’ visibility but also bolsters TNA’s profile, indirectly benefiting WWE’s strategic interests by strengthening an ally wrestling promotion that parallels WWE’s style and fanbase.

Backstage Insights

According to a WWE insider familiar with the company’s approach, “WWE’s collaboration with TNA is a carefully crafted strategy designed to present fans with diverse wrestling content that aligns more closely with WWE’s vision, as opposed to AEW’s alternative product. This partnership allows WWE to retain and grow fans who might be tempted by AEW’s unique style while leveraging TNA’s existing fan base and talent pool.”

The insider added, “It’s not just about talent exchanges; it’s about narrative competition. WWE recognizes AEW’s impact and this alliance with TNA is one way to balance the scales without direct head-to-head clashes on television time.”

Implications for WWE and AEW Rivalry

The WWE-TNA partnership highlights a key tactic in the broader pro wrestling war for viewership and market share. AEW’s rise has forced WWE to adapt by using creative business models beyond conventional programming. Counterprogramming through partnerships like TNA provides WWE with multiple content streams, reducing the risk of AEW monopolizing the wrestling audience.

Matt Hardy’s remarks underscore how this cooperation benefits all parties, preserving TNA’s legacy while advancing WWE’s competitive positioning. Fans can expect more crossover storylines, title defenses, and talent appearances that blur traditional company boundaries and enrich wrestling narratives.

Final Thoughts

Matt Hardy’s candid comments and insiders’ reports shed light on WWE’s strategic uses of TNA to subtly counterprogram AEW’s growth. This alliance exemplifies WWE’s adaptive strategies in an increasingly segmented wrestling market, combining tradition, talent collaboration, and tactical competition to sustain its leadership role in the industry.

For continued updates on WWE, AEW, and TNA developments, fans are encouraged to follow official outlets such as WWE.com, Fightful, and Matt Hardy’s “Extreme Life” podcast for firsthand insights and authoritative news.

h/t to Fightful for original quotes and transcription of Matt Hardy’s interview[2].