How Much is John Cena's Brand Worth to WWE?

In 2010, the "John Cena retail brand" was worth $106 million, according to ESPN reporter Michele Steele . WWE confirmed the amount to PWTorch, noting it's the figure WWE uses to tell corporate partners the story about Cena's brand value. In 2010, WWE reported $477.7 million in total revenue, which translates to Cena directly contributing to 22.2 percent of revenue two years ago.