Nick Khan: "We have raised prices appropriately according to the market"

WWE has not stopped breaking revenue records since the company was purchased by Endeavor. The reason can be found in a new economic strategy based on price increases, both for event tickets and the sale of television rights, in addition to the multiple tours outside the United States, which have also proven to be very profitable.

Therefore, it is not surprising that WWE has increased its attendance revenue by 31.4%, as reported in the financial results of TKO for the third quarter of 2025 published this afternoon. During the presentation, Nick Khan was asked if these figures are more due to the price increase than the total attendance.

"Both. The demand remains very high. We have increased prices appropriately according to the market. This applies to PLE, Raw, SmackDown, Saturday Night's Main Event, and any other ticketed event that WWE has. We remain optimistic about it. A couple of years ago, when TKO was formed, one of the first things we collectively did was reduce non-televised live events, which created greater scarcity in the market for our televised events, and our continued international expansion only reinforced that. In January, you will see us on a European tour with Raw and SmackDown, culminating with the Royal Rumble in Saudi Arabia. Tickets are already selling fast for that event, which further creates scarcity in the United States, which is positive in terms of our overall evaluation," responded the WWE president.

These explanations, although understandable from a commercial standpoint, still fail to convince a good portion of fans, who ultimately are the ones who must spend their money to attend a live event and see their favorite superstars. However, despite criticism of the company for an "abusive" strategy, attendance at shows has barely declined in the new era of WWE. It remains to be seen if the company can maintain interest as well as prices.