WWE’s decision to collaborate with Logan Paul and Bad Bunny proved to be a game-changer, showcasing their exceptional in-ring abilities and bringing substantial attention to the company from mainstream audiences. These collaborations held immense value for all parties involved, leaving a lasting impact on WWE.
During a recent discussion on MoffettNathanson’s Inaugural Technology, Media, and Telecom Conference call, WWE CEO Nick Khan shed light on how the company initiated its association with Bad Bunny, a pivotal moment that greatly fueled interest in the company.
“It started during the pandemic. There was a New York Times Sunday magazine cover with Bad Bunny on it. I didn’t know Bad Bunny’s music that well at the time,” Khan explained. “This was pre-vaccine COVID, so October 2020. Read the article, and a young lady who works with us said, ‘I don’t know if you know, but Bad Bunny is a huge wrestling fan.’ Showed me his Instagram feed. Triple H, when he was active, did this water routine with his entrance. Bad Bunny did it at a Miami Heat game. He’s a huge fan.”
Inspired by Bad Bunny’s passion for wrestling, WWE reached out to the music superstar to explore the possibility of collaboration. Khan added, “We sat there on Bad Bunny and this guy, who was not yet the number one artist but certainly seemed on a path to that, he was not touring. He was sitting at home like all the rest of us. We reached out to him, ‘what do you think of this?’ ‘Yeah, I’d love to do it.’ He came in, lo and behold, our Spanish viewership on the show he was on spiked by 30 or 40 percent. Obviously, the relevancy factor mattered. He wanted to do more and more.”
Expanding on WWE’s strategy of attracting diverse demographics, Khan also discussed the introduction of Logan Paul, highlighting his impact on engaging a younger audience.
“We also replicated that in a different demographic category with Logan Paul, who we were getting pitched on internally by our entertainment relations folks. ‘Logan Paul is going to be the next big thing.’ He came in and took it seriously, as did Bad Bunny. It registered. It mattered. Our young audience spiked,” Khan revealed. “Our bread and butter are our full-time superstars, but to be able to bring in Bad Bunny and Logan Paul and Pat McAfee at different points, it just increases awareness, which is good for us.”
While WWE has hosted several talented special guests throughout its history, the contributions of Bad Bunny and Logan Paul could potentially surpass those of their predecessors. Only time will tell if these collaborations might even lead to championship opportunities, possibly surpassing Bad Bunny’s brief tenure as WWE 24/7 Champion.
