Triple H introduces the World Heavyweight Championship

In a stunning announcement on Monday Night Raw, Triple H revealed the addition of the World Heavyweight Championship to the WWE title picture.

Expressing the need for two top champions, Triple H announced that the new World Heavyweight Champion will be crowned at Night of Champions in Saudi Arabia. Roman Reigns will remain the Undisputed WWE Universal Champion and bring that title to his respective brand following the WWE Draft.

Nick Khan Comments On Vince McMahon’s Current Creative Role In WWE

Nick Khan says that Triple H remains WWE‘s sole Chief Content Officer despite Vince McMahon‘s recent involvement.

WWE President Nick Khan recently sat down with LightShed Live to discuss a wide variety of subjects. When asked about Vince McMahon’s current creative role in WWE based on what happened on the RAW following WrestleMania 39, Khan confirmed that Triple H is still the sole Chief Content Officer of WWE. However, he’ll also continue to communicate with Mr. McMahon.

“On Monday [April 3], when this deal was officially announced, Vince sent out a company-wide email to our thousand or so employees, including myself, and in the email, he laid out the structure of the NewCo,” Nick Khan said. “Specifically, he articulated that Paul Levesque remains the sole Chief Creative Officer. Sole. How does that work? Does that mean that technically because I’m in charge of the business side of the business that I don’t seek input from other people?

“I wouldn’t seek input from Vince McMahon; who created this entire empire? That would be a mistake on my behalf. Paul and Vince, a family relationship, a relationship that spans back to the mid-90s. Paul is in charge of creative. If he wants input from Vince or Vince has ideas that he and Paul are going to communicate, that’s always going to be the case. We’re lucky to have Vince.

“We’re lucky to have Paul in control of creative. We’re lucky that the setup that Vince created that the company could continue to exist; even when Vince stepped out for that five-month period, the company kept flowing. We think the best organizations are set up that way, and that’s the way Vince set up WWE.” [H/T: Fightful]

Analysis Shows WWE's Fan-Driven Business Metrics Improved Under Paul Levesque

However you feel about the state of WWE programming and the specifics of how shows have or haven't differed when spearheaded by Paul "Triple H" Levesque as compared to Vince McMahon, there absolutely have been differences. Levesque brought back various wrestlers who had been cut by the previous regime, and under his guidance, the last-minute changes that were constant under McMahon had subsided. Past that, it becomes a matter of personal preference and business metrics. On Thursday, Wrestlenomics offered the latter, comparing TV ratings and live attendance for Levesque's eight months running creative to how McMahon's WWE was doing a year earlier. And the answers are favorable to Levesque.

On the TV side, "WWE Raw" averaged 1.80 million viewers each week under Levesque, up 4% from McMahon a year prior, which is doubly impressive considering USA's reach among cable customers has dropped. "WWE SmackDown," meanwhile, saw a bigger increase, going up 6%, from an average of 2.14 million viewers under McMahon to 2.28 million viewers under Levesque. Since "SmackDown" is on FOX, a free broadcast network, the caveat about its potential viewership does not apply, though.

As for ticket sales, that data is from WrestleTix, which is able to count tickets distributed, but without being able to distinguish between paid admissions and comps. With that out of the way, for every month of the Levesque era, "Raw" averaged a higher number of tickets out than the McMahon regime did a year prior, and "SmackDown" did the same for all but one month, even with the latter including the initial surge in interest when WWE resumed touring after COVID-19 precautions eased. Across the full eight-month periods being compared, "SmackDown" averaged 8,555 tickets distributed for Levesque vs. 7,532 for McMahon, a 14% increase, while "Raw" averaged 8,463 tickets distributed for Levesque vs. McMahon's 6,787, a 25% increase. And though the McMahon period had a 2% lead on Levesque's for domestic house shows, that gain was carried by August through November 2021, the early months of post-pandemic touring.

Vince McMahon tells WWE staff that Paul Levesque will remain in charge of creative process

Vince McMahon has sent an internal email to WWE employees stating that Paul Levesque will retain his position as head of creative.

On the heels of the Endeavor/WWE deal, sources have told POST Wrestling’s John Pollock that the email contains the line: “Paul Levesque will remain WWE’s chief content executive.”

Earlier, during an interview on CNBC, McMahon was asked by Scott Wapner whether he planned to be “as involved in the creative side as he has in the past.”

McMahon replied:

Yes and no. On a higher level, yes. In the weeds — which I always loved to get into the weeds in the past — no; can’t do that.

Back in 2019, after McMahon appointed Paul Heyman and Eric Bischoff as Executive Directors of Raw and SmackDown respectively, McMahon used similar language, saying that those two hires freed him up:

“to look at longer range story arcs and work on character development, versus being in the weeds”

An all-employee Zoom meeting for WWE staff has been arranged for 4.00 pm ET.

Triple H and Nick Khan To Receive Huge Bonus Following WWE Sale

WWE's Nick Khan and Triple H will receive a huge bonus following the news that WWE has been sold to Endeavour.

On Monday, WWE announced a transaction agreement with Endeavor that would see WWE sell to Endeavor and merge with UFC to form a new publicly traded company worth $21.5 billion. Khan will be President of WWE when the two promotions merge, while Triple H is expected to remain Chief Content Executive of WWE.

Triple H and Nick Khan will both receive large bonuses with Triple H taking in $5 million and Khan receiving $15 million.

From the SEC filing:

"In light of their significant contributions to the Company prior to and in connection with the Transactions and to promote retention, the Company, following the approval of the WWE Compensation Committee, entered into bonus letter agreements (each a “Bonus Agreement”), dated as of April 1, 2023 and effective as of April 2, 2023, with certain executive officers including Nick Khan, the Company’s Chief Executive Officer, Frank A. Riddick III, the Company’s President & Chief Financial Officer, and Paul Levesque, the Company’s Chief Content Officer. The Bonus Agreements each provide for a cash payment (the “Bonus”) in the event a Sale Transaction (as defined in the Bonus Agreements) is consummated on or before February 28, 2024 (unless such date is extended by the Company’s Board of Directors, in its discretion) (a “Qualifying Sale Transaction”).

For Messrs. Khan and Levesque, the amount of their Bonuses is equal to $15,000,000 and $5,000,000, respectively, with 100% of such amount payable as soon as practicable following the closing date of a Qualifying Sale Transaction, subject to their continuous employment through the closing date (except as otherwise noted below). For Mr. Riddick, the amount of his Bonus is equal to $5,000,000, with 60% of such amount payable as soon as practicable following the closing date of a Qualifying Sale Transaction and 40% of such amount payable as soon as practicable following the six-month anniversary of the closing date of a Qualifying Sale Transaction, subject to his continuous employment through each such date (except as otherwise noted below). In the event any of Messrs. Khan, Riddick and Levesque is terminated by the Company without Cause or resigns for Good Reason (each as defined in the applicable Bonus Agreement) prior to the payment date(s) described above, the unpaid portion of his respective Bonus shall vest and become payable as of the date of termination.

The foregoing description of the Bonus Agreements does not purport to be complete and is qualified in its entirety by reference to the full text of the Bonus Agreements for Messrs. Khan, Riddick and Levesque, copies of which will be filed as exhibits to the Company’s Quarterly Report on Form 10-Q for the quarter ended June 30, 2023 and which will be incorporated by reference herein."

MLW’s Amended Lawsuit Against WWE, Details On Alleged Talent Tampering

PWInsider has more details from MLW’s amended lawsuit against WWE. As noted, MLW has filed a 44-page amended lawsuit against WWE which adds more detail and arguments regarding WWE’s alleged violation of the Sherman Act regarding anti-trust practices and more.

The amended lawsuit focuses its anti-trust arguments on how companies monetize their content and how WWE ices out other companies in their practices. The suit argues that pro wrestling companies need to strike media rights deals to be successful and that WWE has taken actions that make that almost impossible, which has hurt MLW and other possible competitors. It maintains its previous claims that WWE’s involvement caused the FOX-owned Tubi to cancel their contract with MLW the night before a deal was set to be announced between them, as well as the allegation that Vice backed away from a deal with MLW after a WWE executive told Vice that Vince McMahon was unhappy they were working together. The suit argues that with A&E owning a minority share in Vice, their connection to WWE through the WWE programming block on Sundays hurt MLW’s tanding with the network. While all the financial information from the Tubi deal and their current deal with Reelz are redacted, it is noted that:

“In sum, WWE’s predatory and unfair anti-competitive conduct in the Relevant Market is multi-faceted, with the intent and effect of expanding and maintaining its market power. This conduct includes, but is not limited to: (1) substantially foreclosing the Relevant Market through maintaining exclusivity agreements with major media companies and interfering with competitors’ media rights deals; (2) substantially increasing barriers to entry in the Relevant Market by raising rivals’ costs and restricting their access to the critical and scarce inputs required for professional wrestling programming, namely athletic performers with the requisite physical skills, acting talent, and marketability to be professional wrestlers, including by hiring away rivals’ wrestlers and not using them and by threatening to never hire talent that previously signed with rivals (“blacklisting”); and (3) blocking and foreclosing the access of rivals to professional wrestling venues, which are necessary for the production of professional wrestling programming. The combined effect of the conduct is that WWE has maintained its dominant market power.

Through its predatory and exclusionary conduct and abuse of its market power, WWE has substantially harmed competition in the Relevant Market by depriving MLW and other competitors of access to key media distribution platforms. Its conduct has harmed purchasers of media rights for professional wrestling programming by depriving them of programs and enabled WWE to impose and maintain supracompetitive prices, and in turn has harmed wrestling fans by reducing their choices and quality of professional wrestling programming and increasing their costs of consuming that content.

As a result of WWE’s anti-competitive and predatory conduct, MLW and other professional wrestling promotions have suffered and will continue to suffer substantial monetary damages and irreparable harm.”

The lawsuit also goes into specific details regarding WWE’s alleged tampering with talent contracts, claiming that former talent relations head Canyon Ceyman encouraged Swerve Strickland to get out of his deal with MLW so he could sign with WWE. It also alleges that WWE hired Davey Boy Smith Jr. away from MLW but then never used him outside of a dark match, which they argue makes it clear that WWE was intending to impair their ability to build themselves up. PWInsider notes that Smith is not identified as a former WWE star and a WWE legacy talent, and that WWE could argue that they knew of Smith long before he worked for MLW.

The suit also points out that AEW has reached out to WWE demanding that they not tamper with talent contracts, which appears to be referencing the AEW talent meeting where Tony Khan revealed that AEW legal head Megha Parekh emailed Stephanie McMahon and Nick Khan telling them to stop contacting AEW-contracted talent.

The lawsuit also details some of the history of wrestling in the early 200s when WCW and ECW fell and were acquired by WWE, pointing out that WWE moving to TNN in 2000 directly contributed to ECW’s death and WWE acquiring the company’s assets in bankruptcy court.

The lawsuit also makes additional allegations of WWE blocking venue bookings beyond the previously-noted claim that Triple H contacted Madison Square Garden to get the ROH/NJPW G1 Supercard blocked in 2019. The suit claims that WWE prevented AEW Dynamite tapings from taking place at Heritage Bank Center in Cincinnati, Ohio in 2019 and 2020. It also argues that WWE has run events opposite AEW PPVs to attempt to prevent those shows from being profitable.

Triple H Comments On Potential Sale Of WWE

Triple H says he’s focused on doing his job to the best of his ability.

During his Elimination Chamber post-show press conference, Triple H was asked by Brandon Thurston of Wrestlenomics if he was in favor of a WWE sale prior to Vince McMahon’s return, or if he was still in favor. Triple H said that there are plenty of variables to consider, but he is OK with whatever situation allows him to keep doing his job.

“Depends on who’s buying, I suppose, what the offer is, what the outcome is. I stay out of it. That’s not a cop-out answer. I have the greatest gig in the world. I helped, in some small way, create the magic we did here tonight. And to me, it’s the best gig on the planet,” he said.

“As long as we get to do this, as long as we get to create it the way we get to create it, as long as we get to do our jobs and we get to go out there and put our passion on display,” Triple H explained, “as long as our talent is allowed to put their passion on display and do what we do, I’m good. I’m good. It is what it is.”

Batista Believes Triple H Being In Charge Is The Best Thing For WWE

Batista recently spoke with Comicbook.com about the new direction of WWE under Triple H. The former WWE Champion believes Triple H is the best man for the job.

On Triple H leading the company:

"I think this is the best thing for the company. It really is. It’s a personal thing with me because I know Triple H. I know how well he knows this business. I know how much he loves this business. As far as this business goes, he’s the smartest guy I’ve ever met in my life."

On how Triple H helped him:

"He made me who I was. He was responsible for my career. I’ve never been ashamed to say that. I think that he is so dedicated to this product and just wants the best for it. I think he’s absolutely the right person. I’ve never met anyone else who thinks the way he does, as far as wrestling goes."

WWE To Celebrate 20th Anniversary of Evolution This Week

WWE issued the following:

Twenty years ago this month, one of the most dominant factions in WWE history stormed onto the scene with the emergence of Evolution.

Led by Triple H, Evolution represented the best of the past, present and future of sports-entertainment in 2003, combining The Game and 16-time World Champion Ric Flair with two potent newcomers who’d go on to become legends in their own right, Batista and Randy Orton.

The group steamrolled competition on Raw during The Ruthless Aggression Era — at one point, all four members held championship gold simultaneously — all while flaunting their enviable lifestyle, whether it was designer clothing, luxury cars or a custom entrance song performed by Motörhead. After disbanding in 2005, Evolution reunited a handful of times throughout the years, most recently at SmackDown 1000 in 2018.

In celebration of the 20-year anniversary of Evolution’s formation, WWE social channels will be paying tribute to the groundbreaking faction all week long. Be on the lookout for classic full-length matches, a special Evolution-themed episode of WWE Playlist, rare photos and be sure to join the festivities by sharing your favorite memories of the group using hashtag #EvolutionWeek.

Paul ‘Triple H’ Levesque Has Big Plans in Store for the WWE. What Happens Now That Vince McMahon Is Back?

What Triple H Told WWE Talent Before Tonight's SmackDown

There has been a lot of uncertainty since Vince McMahon returned to WWE. McMahon revealed his intention to return last month in letters exchanged with WWE's Board of Directors. While the board was initially unanimously against McMahon's return, he found his way back as the company's Executive Chairman.

Many have wondered what that would mean for WWE's creative direction. Paul "Triple H" Levesque took on the role of Chief Content Officer after McMahon left the company back in July. While McMahon has insisted that his reason for returning is to help secure a new media rights deal, and to help facilitate a possible sale, some have theorized that his ultimate goal is to once again run the creative team.

Fightful is reporting that Levesque held a talent meeting hours before the January 13 episode of "SmackDown," which emanates from the Resch Center in Green Bay, Wisconsin. The report notes that Levesque told talent that McMahon is back to "lead the charge" and figure out who to sell the company to if a deal were to take place. It was also said that Levesque tried to pour cold water on reports that a sale was already a done deal.

The report mentioned that Levesque assured talent that nothing that is going on with McMahon will impact the creative direction of the main roster shows. "Triple H" admitted that anything can change, but for now, he's still in charge of the company's creative direction. Levesque reportedly thanked the talent and said he understood why there would be concern backstage.

Rumor Mill - Stephanie McMahon and Triple H had opposed a sale of WWE

Axios.com featured a piece on all the rapidly developing twists and turns within WWE corporate over the last week that originated with Vince McMahon forcing himself back into a major role in the company to potentially faciliate a sale.

Interesting to note that in their coverage, it is noted, "Sources told Axios that Stephanie McMahon and her husband Paul "Triple H" Levesque, the company's chief content officer and a retired professional wrestler, had opposed a sale."

Should that be accurate, it certainly adds a new dimension to Stephanie McMahon's decision to resign from the company earlier this week.

WWE is providing the following update regarding the composition of its Board of Directors and the exploration of strategic alternatives

Today, we announce that the founder of WWE, Vince McMahon, will be returning to the Board,” said Chairwoman & Co-CEO Stephanie McMahon, Co-CEO Nick Khan and Chief Content Officer Paul Levesque. “We also welcome back Michelle Wilson and George Barrios to our Board of Directors. Together, we look forward to exploring all strategic alternatives to maximize shareholder value.”

As Vince McMahon stated yesterday, “WWE has an exceptional management team in place, and I do not intend for my return to have any impact on their roles, duties, or responsibilities."

In connection with the change in the composition of the Board of Directors and in cooperation with Vince McMahon as majority shareholder, the Company intends to undertake a review of its strategic alternatives with the goal being to maximize value for all WWE shareholders. There is no assurance that this process will result in a transaction.

Vince McMahon, in his capacity as controlling shareholder of the Company, has removed JoEllen Lyons Dillon, Jeffrey R. Speed and Alan M. Wexler from the Board. Vince McMahon, George Barrios and Michelle Wilson have been added to the Board to fill the resulting vacancies.

The Board currently consists of:

Vince McMahon

Stephanie McMahon

Nick Khan

Paul Levesque

Steve Koonin

Michelle McKenna

Steve Pamon

George Barrios

Michelle Wilson

Ignace Lahoud and Man Jit Singh have resigned from the Board, effective today.

Vince McMahon Trying To Get Back Into WWE For Media RIghts Negotiations

According to Lauren Thomas of the Wall Street Journal, Vince McMahon is planning to return to WWE in order to pursue a sale of the business. McMahon has reportedly told the company that he is electing himself and former co-presidents and directors, Michelle Wilson and George Barrios, to the board.

This move will require three current directors to vacate their positions.

Previous attempts for McMahon to be reinstated have been rebuffed by the board and he will need board approval if he assumes the role as executive chairman, which he reportedly expects to do.

McMahon still has majority voting power due to his ownership of WWE Class B stock.

The report goes on to state the board responded last month in a letter to Mr. McMahon that it was prepared to initiate a review process and would welcome working with him on it. It was reportedly unanimously agreed that Mr. McMahon’s return to the business wouldn’t be in shareholders’ best interest.

McMahon has reportedly communicated to the board that unless he has direct involvement as executive chairman from the outset of a strategic review, he won’t support or approve any media-rights deal or sale.

WWE media rights for WWE Raw and WWE SmackDown are reportedly set to be negotiated in the near future as the contracts for both shows end in 2024.

Vince McMahon sent out the following press release:

GREENWICH, Conn., Jan. 5, 2023 /PRNewswire/ -- Vince McMahon, the founder and controlling shareholder of World Wrestling Entertainment Inc. ("WWE" or the "Company") (NYSE: WWE), announced today that he has taken necessary actions to position the Company to capitalize on a unique opportunity to maximize long-term value for all WWE shareholders. The actions, communicated to WWE's Board of Directors today via written consent, include the election to the Board of Mr. McMahon, as well as Michelle Wilson and George Barrios – former WWE Co-Presidents and Board members, and currently the Co-Founders and Co-CEOs of Isos Capital Management – and the requisite removal from the Board of three directors. Mr. McMahon expects to assume the role of Executive Chairman of the Board.

Mr. McMahon's new role will enable unified decision making through the Company's upcoming media rights negotiations and a parallel full review of the Company's strategic alternatives, which Mr. McMahon believes is the right course of action and in the best interests of WWE and WWE shareholders amidst the current dynamics in the media and entertainment industry. As Mr. McMahon has communicated to the Board, he believes there is a narrow window of opportunity to create significant value for all shareholders and that to do so, the strategic alternatives review must occur in tandem with the media rights negotiations. He also expressed to the Board that he believes these two initiatives require Mr. McMahon's direct participation, leadership, and support as controlling shareholder.

"WWE is entering a critical juncture in its history with the upcoming media rights negotiations coinciding with increased industry-wide demand for quality content and live events and with more companies seeking to own the intellectual property on their platforms," said Mr. McMahon. "The only way for WWE to fully capitalize on this opportunity is for me to return as Executive Chairman and support the management team in the negotiations for our media rights and to combine that with a review of strategic alternatives. My return will allow WWE, as well as any transaction counterparties, to engage in these processes knowing they will have the support of the controlling shareholder."

Prior to delivering written consent, Mr. McMahon sent two separate letters to the Board in late December in which he expressed the urgency of his return to the Company as Executive Chairman and his desire to work collaboratively with the Board and management team. Following conversations with representatives of the Company both before and after Mr. McMahon's most recent letter on December 31, Mr. McMahon determined, consistent with his rights as controlling shareholder, that the steps announced today are necessary to maximize value for all WWE shareholders.

In conjunction with the changes to WWE's Board, Mr. McMahon's written consent also includes certain amendments to the Company's bylaws to ensure that WWE's corporate governance continues to properly enable and support shareholder rights. These changes will be detailed in a Schedule 13D amendment to be filed by Mr. McMahon and a Form 8-K to be filed by the Company in the coming days.

bylaws to ensure that WWE's corporate governance continues to properly enable and support shareholder rights. These changes will be detailed in a Schedule 13D amendment to be filed by Mr. McMahon and a Form 8-K to be filed by the Company in the coming days.

No assurances can be given regarding the outcome or timing of the review process. Mr. McMahon does not intend to comment further until the process has concluded or Mr. McMahon has otherwise determined that further disclosure is appropriate or required.

McMahon has stated that he remains willing to continue working to complete any reimbursement for reasonable expenses related to the investigation, to the extent they aren’t covered by insurance.

McMahon reportedly also declined the offer to not return to the company.

Source: fightful.com

Paul Levesque Named As One Of Westfair’s 2022 Persons of the Year

During 2022, Westchester and Fairfield County saw surplus number of professionals rise to the top of their industries with innovative leadership skills, often addressing tumultuous social and economic situations with inspirational intellect and an undiluted sense of passion for their work.

In compiling our list for 2022’s Persons of the Year, we are reminded that the concept of “business as usual” is nowhere to be seen in this gathering of the region’s best and brightest.

Paul Levesque, chief content officer of WWE, Stamford.

After the scandal involving longtime WWE Chairman and CEO Vince McMahon’s departure amid press reports of hush money paymentsto former female employees regarding alleged harassment, the company moved far beyond mere damage control with a new vibrancy focused on inventive marketing — most notably the clever “White Rabbit” multimedia campaign highlighting the reappearance of wrestler Bray Wyatt — and a response to fan input by returning popular wrestlers who were previously forced out by McMahon. Much of the credit for this new level of excitement has been traced to Levesque, who is best known to wrestling fans as “Triple H.” Levesque’s content focus has helped boost TV ratings and put WWE stock up 15% higher than its level when McMahon was still in charge — and financial analysts are no longer dropping rumors of the company being a target for sale.

Vince McMahon’s Planned WWE Comeback Is Predictable But Not Feasible

Axios Highlights WWE Business Success Following Vince McMahon's Exit

For most companies, the departure of a CEO would usually result in a wave of uncertainty from investors, and can often even result in the stock price tanking. However, that simply hasn't been the case for WWE in 2022. The company has performed exceedingly well in the aftermath of longtime CEO Vince McMahon's departure over the summer, and news website Axios has now declared WWE "2022's media winner."

Nearly every major publicly traded entertainment company has seen its stock plummet this year, except World Wrestling Entertainment.

The company now has a market capitalization of nearly $6 billion, up from a little under $4 billion when it signed a landmark five-year streaming distribution deal with Peacock in 2021.

Why it matters: Investors are bullish on WWE as an acquisition target, especially in light of a hush money scandal that led to the retirement of the company's longtime leader and controlling shareholder Vince McMahon in July.

Details: WWE, along with other independent sports entertainment companies, could be hot targets for streaming companies looking to bolster subscriber numbers and global followings.

While WWE's exclusive U.S. streaming rights deal with Peacock doesn't expire until 2026, its two biggest live TV deals with Fox and Comcast are set to lapse in 2024.

Between the lines: Earlier this month, WWE ended its monthslong investigation into alleged misconduct by McMahon, concluding that he made nearly $20 million of previously undisclosed payments, most of which went toward settling sexual misconduct claims.

But the company has had a relatively smooth leadership transition in the wake of the scandal, keeping investors optimistic about its long-term growth strategy.

The return of live events following COVID-era lockdowns this year has been a boon for WWE.

The bottom line: Much of WWE's revenue is tied to long-term media contracts and big events, which has helped the company dodge much of the advertising-driven headwinds plaguing other media firms.

Stephanie McMahon Discusses Triple H’s Creative Vision For The White Rabbit Project

During the Wells Fargo 2022 TMT Summit (via Fightful), Stephanie McMahon spoke about the success of the White Rabbit Project in WWE and Triple H’s creative vision for it. The project caused TV viewership and live event attendance to go up and eventually led to the return of Bray Wyatt.

She said: “In terms of in-ring content, under Paul Levesque, it’s one of the key strengths that he was one of the biggest performers in the history of our business. He understands what it takes to be a successful superstar, one of the most successful. He understands audience connection and how to create content in a way I don’t think many do. When you think about the changes he’s made, the talent he’s brought back, not only bringing back stars, but how he’s doing it. For example, we were bringing back one of our biggest stars, Bray Wyatt, whose character is a bit of a cult-type leader. We used a multi-media approach and hired a horror writer to help us craft this narrative so fans were engaged. We started doing QR codes randomly in the background. It’s what we called the White Rabbit Project. There were interactive games, there were different misleads. We had one puzzle that was coordinated to a record store in Corbin, Kentucky that was White Rabbit Records. It happened to be that the people at the store played along. Our fans would call and ask, ‘What’s going on? Is someone returning? What’s happening at WWE?’ They would use some of the language we were using in the campaign and then hang up the phone. One of the codes drove us to a date, and that date happened to be the SmackDown that was happening. It looked like it could be a date or a time code, September 23 or 9:23. At 9:23, we saw viewership increase 20% over that time period. It’s strategies like that, that work because the audience is different and they’re growing and evolving. Some people want to have a lean-back experience, and that’s great, but a lot of people want to engage deeply and have fun and have misleads and misdirections. The worst thing in the world is when things are predictable from a content perspective. We want to make them unpredictable.“

Shawn Michaels Gets Emotional Talking About Paying Triple H Back

With the monumental news of Vince McMahon retiring beginning to fade into the past, the WWE is currently in a great spot, with Triple H running the main roster side of things and his best friend Shawn Michaels taking over his duties down on the developmental side with "NXT." The two have experienced it all together in the WWE and are now steering the ship for the company that helped 

"Hunter was there for me at a time in my life when I really needed it, obviously it's been 25 years since that time, but I guess for me it's always been how could I pay him back for that?" Michaels said during a recent appearance on the WWE After the Bell Podcast.

The answer to Shawn's question came last year when Triple H suffered a cardiac event that caused him to take the year off and undergo heart surgery. The former WWE Champion has been on the record stating it was a life-threatening situation and his absence from "NXT" would be something the company would have to deal with. While he was away, his best friend came to his aid, repaying the favor Triple H did for him, as Michaels took over his role with the developmental brand.

'It was absolutely not a moment's hesitation, it wasn't even difficult to do.' "For me, that's what I feel like some of this was, this was a way for me to be there for him and that means a lot to me," said Michaels. "I can get emotional, I'm all about the romance of this job. Even [taking over for Vince McMahon] has been pulling that out of him, another side of him that not many people get to see. To be able to be there for your friend in the best way you can, it was not easy by any stretch, the situation wasn't great at all, but it was absolutely not a moment's hesitation, it wasn't even difficult to do. Again because of the love, the respect, the care that I have for him."

"I appreciate the pats on the back but my goodness, it was nothing more than what he's done for me many many years ago. I was just happy to at least put a little dent in what he did for me in hopes that I helped him through a hard time in his life and that's all that really matters to me."

Triple H Discusses 'The White Rabbit Project' Leading To Bray Wyatt's Return

Speaking to The Wrap, WWE’s Chief Content Officer Triple H discussed how WWE used social media to build up Bray's return.

“We asked ourselves how we could bring back Bray Wyatt in the most engaging way possible. So we created ‘The White Rabbit Project,’ intended to lead our audience down this literal rabbit hole of content to help build anticipation for Wyatt’s return at ‘Extreme Rules’ on Peacock,” he said. "It started with flickering lights in arenas and continued with the release of other easter eggs, like hidden QR codes within episodes of ‘SmackDown’ and ‘Raw’ that led viewers to more clues that kept them guessing, and tuning in, each week. It culminated in what we believe was a massive pay-off for our fans – and for WWE. This is a great example of how WWE is uniquely positioned as a sports and entertainment property to harness the power of our shows and our social following to develop multimedia, long-term storytelling that can help produce meaningful aggregated audiences."