WWE Remains 'Bullish' On Ticket Prices Despite Fan Backlash

Suggesting WWE is not overcharging or doing anything different from what many other live events and entertainment products are doing, WWE remains steadfast in its dynamic ticket pricing strategy. Some of these prices have gone well beyond what the average fan can afford, but WWE isn't concerned —at least not yet.

Speaking during TKO’s Q3 2025 earnings call, Khan emphasized that WWE has carefully calibrated pricing to reflect strong fan interest while maintaining high attendance. He noted:

“Capacity continues to be very high. We’ve increased prices appropriately with the marketplace. That’s for the PLEs, RAW, SmackDown, SNME, and every other ticketed program that WWE has. We remain bullish on it.”

Despite significant increases since TKO’s 2023 merger, he stressed that the company’s approach is sustainable and consistent with market realities.

Ticket Prices Have More Than Doubled In Some Cases

Industry analysts like Brandon Thurston confirm that WWE ticket prices have roughly doubled in real dollars since the merger, rising from an average of $60 to around $120 for standard events. Some marquee events, such as UK SmackDown shows, have seen tickets climb to nearly $400. While fans have voiced frustration over the steep costs, attendance remains solid -- a fact some fans are debating online -- suggesting that many are still willing to pay for the live WWE experience.

TKO has also reduced the number of house shows to create scarcity for televised events. WWE is cutting the production costs for events, but upping their profit margins as fans pay more to attend bigger shows with more drawing power. Khan and WWE will clearly have to adjust as needed, but it sounds like they see no reason to change their approach at this time.

Still, some fans are growing frustrated over rising costs. They couple that with what they believe are controversial and poor booking decisions, making the product less enjoyable. Their argument is why would they pay more for an inferior product?. Still, according to Khan, WWE remains confident that its pricing aligns with the marketplace, and its revenue increased 23% to $402 million in Q3.