Wrestling Promotion AEW Announces Partnership Aimed at Live Growth

All Elite Wrestling, North American’s second-largest wrestling promotion, announced a partnership Tuesday to further its live-event growth, particularly across Canada.

The Feldman Agency and Tourbo will partner with AEW to bring its house show series “AEW House Rules” to venues across North America. TFA and Tourbo will “provide support to explore multi-faceted brand partnerships and will aid in providing fans with a spectacular and engaging experience.”

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Dax Harwood and Cash Wheeler of tag team FTR are introduced prior to their match during the AEW Dynamite – Beach Break taping on January 26, 2022, at the Wolstein Center in Cleveland, OH. (Photo by Frank Jansky/Icon Sportswire via Getty Images)

House shows, in the parlance of pro wrestling, are live events that are not taped for television. Prior to Vince McMahon’s nationalization of the industry in the early 1980s, house shows were the primary drivers of revenue for wrestling promotions.

AEW House Rules” makes its Canadian debut July 15 at the Scotiabank Saddledome during the Calgary Stampede. Further show dates will be announced soon.

A taping of AEW’s A-show, “Dynamite,” drew 5,995 people to Lexington, Kentucky’s Rupp Arena January 25, grossing $298,974, according to Pollstar Boxoffice reports. Other

“We are excited about the partnership with AEW and the new opportunities we will be able to produce with this collaboration,” said Joel Baskin, Vice-President of The Feldman Agency & Tourbo Entertainment. “Since its inception, and in a very short amount of time, AEW has seen remarkable growth, providing high-quality fan experiences in the world of professional wrestling. We are thrilled to have the privilege to work with Tony Khan, Jeff Jarrett, Rafael Morffi and the rest of the AEW team.”

AEW was founded in 2019. It’s owned by Jacksonville Jaguars and Fulham FC owners Shahid and Tony Khan. The latter, also an Activist Artist Management partner, serves as the promotion’s president, general manager and head of creative. Positioning itself as an alternative to the market-dominant WWE, its leadership, uniquely, includes executive vice-presidents who are also active performers. One of the founding EVPs, Cody Rhodes, left the company to return to WWE last year. He’ll compete for the larger promotion’s Undisputed Universal Championship in the main event of Day 2 of Wrestlemania April 2 at SoFi Stadium in Inglewood, California.