AEW’s decision to stage All In: Texas at Globe Life Field represented a bold strategic pivot—and it paid off handsomely, elevating both brand profile and revenue potential while setting a new blueprint for major wrestling promotions.
By choosing a Major League Baseball stadium over traditional arenas, AEW signaled serious ambition. The larger capacity allowed for significantly expanded ticket inventory, and the promotion executed a “conservative-yet-optimistic” ticket release strategy—reopening sections and adding rows in response to real-time demand, with general admission tickets starting as low as $38 . This pricing approach helped maintain accessibility while still filling a 20,000-seat-plus venue and generating substantial gate revenue.
Financially, the results speak volumes. With over 20,000 paid tickets sold and a $2.5 million+ gate before the event even occurred, AEW broke its own records—doubling its previous best North American gate and rivaling historically massive WWF/WCW events outside WWE. Tony Khan forecasts final gate revenue could surpass $3 million, a milestone never before achieved by AEW in the U.S..
Operating in a stadium also unlocked new revenue streams. The size and layout enhanced merchandising opportunities, with increased concession and apparel sales spanning hundreds of vendors. Corporate sponsorships gained visibility in a major-league venue—offering premium partnerships for branding on signage, audio announcements, and VIP experiences.
Broadcast and media advantages were also notable. As AEW’s first stadium-based afternoon PPV in the U.S., and its first to stream on Amazon Prime Video, Live Nation-style production and livestream distribution amplified exposure—creating value for sponsors and increasing fan accessibility.
But the success wasn’t just financial. Hosting a blockbuster stadium event elevated AEW’s brand credibility. Fans perceive stadium shows as marquee-level, and delivering on that front reinforces AEW’s long-term positioning against industry leaders. Plus, this event model is scalable—if one stadium works, multiple venues can follow, each with franchised production templates and improved economies of scale.
In essence, AEW’s gamble delivered on three fronts: maximized ticket and merchandising revenue, enriched sponsorship inventory, and elevated brand standing. Globe Life Field offered capacity, premium experiences, and media investment, proving that when planning, pricing, and placement align, wrestling can exist at the same stadium tier as elite live entertainment.
AEW’s playbook now looks clear: Strategic stadium selection, layered ticketing, brand-caliber production, and event-level visibility drive profit and positioning in equal measure. And thanks to All In: Texas, AEW has set the model for future high-profile live events.
