World Wrestling Entertainment (WWE) is the biggest name today in the field of Pro-Wrestling (Professional Wrestling). However, what we see today is not what it was decades ago. It has evolved considerably over the years. This evolution has been gradual and consistent so as to keep WWE Inc. abreast of the changing times, instead of maintaining the status quo. In terms of nomenclature, the brand has adopted and in turn shed several names over the years—World Wide Wrestling Federation (WWWF) to World Wrestling Federation (WWF) to WWE. Also, in terms of the underlying theme (era), the prowrestling promoter moved from the Golden Era to the Next Generation Era, the Attitude Era, the Ruthless Aggression Era, the Entertainment Era to the present-day Reality Era. Taking cognizance of the above, the objective of this paper is to conduct a marketing-cum-financial analysis of WWE, so as to appraise its performance both as a marketing spectacle and as a financial entity.

Pro-Wrestling is a combination of athletics and entertainment. Here, the performers put up a display of their athletic abilities, but in a planned or orchestrated manner. This brings in the entertainment aspect into the business of pro-wrestling. Thus, the two (or more) performers are really not competing with each other, rather they are complementing and supporting each other to put up a marvellous display, leading to a predetermined outcome. The performances are planned and executed in such a way that would ensure the safety of the performers, without sacrificing the thrill of the performance.

An important jargon in this case is ‘kayfabe’. This implies that performers would be required to maintain their characters outside the arena (in public) as well. This would intensify the belief of the audience in the coordinated performances. This is the reason why performers who are engaged in an in-ring feud during a particular period of time must not be seen together in public during such period.

Brand Management Journal, World Wrestling Entertainment (WWE), World Wide Wrestling Federation (WWWF), The Spectacle of Excess, Marketing, Pro Wrestling League (PWL), Financial Analysis of WWE Inc., World Wrestling Federation (WWF) .