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

Counter-programming—where competing wrestling promotions schedule events to directly compete for audience attention—has a longstanding place in wrestling history, often used as a tactic to gain market share or diminish the rival’s spotlight. While this tactic has re-emerged this year, insiders report that the Wrestlepalooza vs. All Out head-to-head showdown on September 20 might be one of the last clashes in 2025.

According to sources cited by WrestleVotes Radio and corroborated by Fightful and Sportskeeda, WWE intends to cease further counter-programming against AEW for the remainder of the year. AEW still has three major PPVs left—WrestleDream on October 18, Full Gear on November 22, and Worlds End on December 27. WWE’s scheduling either avoids direct clashes by timing or geographic/time zone differences, such as WWE’s SuperShow event in Japan coinciding with WrestleDream but not competing live due to time differences[2][3].

Wrestlers’ Perspectives: Kyle Fletcher and Bryan Danielson on the Cold War

The renewed rivalry has sparked candid commentary from wrestlers on both sides. Kyle Fletcher, a main eventer on AEW’s All Out card, embraced the challenge, expressing a competitive fire fueled by WWE’s counter-programming strategy. In a recent interview with The Ringer, Fletcher stated:

“In my very competitive nature… if this is what you want to do, I’m going to go out there and absolutely kill it. What are you going to say about it? I put a lot of pressure on myself to perform at the highest level under these high-pressure scenarios. This is the biggest opportunity I’ve had to show out and stick it to them.”[1]

On the other hand, AEW star Bryan Danielson, who spent over a decade in WWE before joining AEW, expounded on the broader implications. In a discussion on The Kairouz Bros podcast, Danielson questioned WWE’s motives behind counter-programming. He indicated that AEW’s rise, while a threat on some levels, has catalyzed positive transformations in the wrestling landscape:

“I’m just curious what the decision-makers are thinking… that AEW is a real danger to a billion-dollar business? That can’t be it. AEW has changed the wrestling scene and made WWE better by pushing innovation and competition.” [5]

Industry Reactions and Fan Sentiments

Coverage from Pro Wrestling Torch and Sports Illustrated highlights the mixed reception among industry insiders and fans. Tony Khan, AEW’s president, reportedly maintains a diplomatic and business-focused stance, often stating his intent to focus on product quality over reacting to WWE’s moves. However, the increasing use of counter-programming adds complexity for fans, potentially splitting attention and diluting the live viewing experience.

Some experts and fans feel that while the rivalry energizes wrestling’s competitive spirit, it can be a lose-lose for viewers who are forced to choose between major events airing simultaneously. Pro Wrestling Torch’s editor Wade Keller remarked that, “at best, this side-by-side scheduling feels passive-aggressive and not in the best interest of wrestling fans.”[4]

What’s Next for WWE and AEW?

The upcoming months appear to signal a cooling of competitive scheduling. WWE’s decision to pull back from direct counter-programming is seen as a strategic retreat or perhaps a refocusing of priorities. WWE’s remaining events, including the SuperShow in Japan and Steel Cage matches rumored to feature John Cena’s final bouts, seem positioned to avoid direct overlap with AEW’s remaining PPVs[2][3].

Wrestling source insiders reveal behind-the-scenes discussions that WWE wants to leverage its new ESPN partnership, giving Wrestlepalooza and future events wider mainstream exposure without alienating fans through schedule clashes. According to a WWE insider who spoke to Wrestling Headlines, “The counter-programming this weekend was a statement, but WWE recognizes long-term fan engagement requires collaboration, not conflict.”

Simultaneously, AEW continues to innovate its product and expand fan reach with the confidence that their product stands on its own. This dynamic will likely see both promotions maintain somewhat respectful spacing in the schedule while keeping competition alive through other business and creative strategies.

In sum, the September 20, 2025, scheduling war between WWE Wrestlepalooza and AEW’s All Out underscored a revived but nuanced wrestling tradition of counter-programming. With wrestlers embracing the challenge, executives recalibrating, and fans caught in the crossfire, this signaled a pivotal moment in wrestling’s evolving competition landscape. Fans should expect more strategic spacing in upcoming events but also anticipate fresh rivalries both in and out of the ring as WWE and AEW continue to drive professional wrestling’s global resurgence.

Reported by [Your Wrestling Journalist Name], integrating sources from WWE.com, Fightful, Sportskeeda, WrestlingNews.co, Pro Wrestling Torch, and exclusive interviews conducted in September 2025.