Spectacle, drama and surprise are all vital for the continuation of professional wrestling as a form of entertainment that continues to attract and excite fans throughout the years. A top star returning to professional wrestling generates buzz throughout the wrestling industry and can affect how fans view current events and speculations about future wrestling storylines. The level of buzz created from these types of returns is regularly the topic of conversation within arenas, over social media, and in the wrestling community. Surprises, like those by Vince McMahon, also shape the atmosphere and create a sense of immediacy when talking about the future of wrestling, adding to the ongoing “stories” surrounding wrestling, which is ultimately why wrestling is so compelling.
A return is more than just an appearance by a star; it is an opportunity to excite loyal fans and re-engage other fans. The “moment” of a great return not only energizes the existing fan base but also creates opportunities to attract former fans by bringing together generations in the community that wrestling promoters serve. In today’s world of instant digital sharing, the anticipation of a legendary return is increased as fans are able to capture video clips that, in turn, go viral and create “buzz” surrounding the return. The promoters and other stars are able to gain attention due to returning legends, which usually marks a major turning point for the wrestling business and contributes to increased attendance, increased media coverage, and new creative approaches for wrestling.
Surge in Viewership and Fan Engagement
One of the biggest highlights of any wrestling promotion is a huge return to the organization. A superstar returning to the company causes both casual fans and previous fans to turn in to see their favorite superstar. This results in higher television ratings and more people in attendance. With a return, there is a large amount of trending hashtag postings, which start with social media posts and move on to actual people tweeting or posting. Also, the companies will promote other shows/interviews/behind-the-scenes on the social networks to increase visibility of the returning superstar. Merchandise sells quickly, as do the ticket sales. A return will generate excitement for the fans, the wrestlers, and the whole industry.
Revitalization of Storylines and Rivalries
Reintroducing a returning star into a promotion’s roster is a powerful way to energize weekly shows and spark fan debate. It provides numerous story opportunities, such as rekindling historic rivalries or challenging the returnee with new foes. Established stars might defend their status against legends, while emerging talents get a chance to shine by facing someone with a large legacy. Some interactions happen spontaneously, like an unexpected ring standoff that instantly excites fans. Such shake-ups, often highlighted by industry outlets, refresh rivalries or start new storylines, which is crucial for keeping wrestling exciting and unpredictable. They also give fresh angles for commentators, podcasters, and journalists to explore.
Merchandising Opportunities
With the return of a fan-favorite or controversial superstar, companies have a unique opportunity to create merchandise. When fans hear the news of a superstar’s return, they rush out to buy new t-shirts, legacy apparel, replica belts, and action figures to show their support. In addition, the companies’ promotions have been so well timed that limited edition or vintage items have been released alongside the superstar’s return. As fans of all ages can connect with items that remind them of their childhood or of long-ago memories, newly-purchased merchandise will generate more sales than if this hadn’t happened. Because these items may eventually become either collectible or be used as references for future storylines/milestone events, companies will need to keep customer interest alive through follow-through promotions, new product releases and behind the scenes media, thus creating excitement and increasing sales volume.
Impact on Wrestling Promotions and Partnerships
Although one individual company can’t affect the total business but can have a ripple effect throughout an industry. When larger companies enter the market, there will generally be some form of an unanticipated response from the other participants in that market, creating totally new types of relationships between them. An example of how AJ Styles being signed by TNA to work the AMC premiere was an example of how signing a player from another company can create a more positive working relationship for TNA and create increased exposure through media attention. These strategies and actions will further the relationship-building between US-based and international organizations, as star players return to perform with different companies, and as a result of these relationships, there will be joint-events and merchandise developed by both organizations.
Challenges and Considerations
Bringing back established stars brings advantages but also challenges. Promotions will need to keep the needs of existing rosters balanced with the promotion of new talent so neither party feels neglected. Returning these talents to your programming must include long-range planning, good communication, and flexibility so as not to adversely affect all the adjacent storylines. Successful comebacks are a way to elevate your company as they create exciting bouts and continue existing storylines without creating tension backstage. When executed well, these moments create a sense of shared enjoyment for both performers and fans alike.
Historical Precedents
Throughout history, professional wrestling has provided us with many memorable instances that have influenced the greater pop culture than any other medium. One example of that is The Rock’s return to present at WrestleMania. It brought immense excitement to the WWE fanbase as well as much needed coverage and publicity from outside sources. Another example of that is the surprise stunners by Stone Cold Steve Austin at large shows, creating tons of fan reactions via social media and securing him as one of the most popular wrestlers of all time. Each of these events creates headline news, develops future matchups/payouts, draws media attention to WWE and inspires all wrestlers, both new and veterans, to aspire for an eventual comeback. Each comeback gives the viewer anticipation, reaction from the audience and provides great storytelling which will continue to affect future WWE storylines and events.
Conclusion
The return of a wrestling company is more than just making headlines and drawing large audiences. It can help bring new life to companies, assist in negotiations, and help create new fans through nostalgia. To achieve success through a wrestling company’s return, strategic planning for reintegration into existing storylines must occur, adding nostalgia to the equation as well as continuing to tell stories. A successful return, done properly, will unite fans and elevate the overall quality of the returning company’s event and demonstrate that wrestling appeals to all people around the globe.
