How Pro Wrestling Promotions Can Survive in a Tough Economy

 

News headlines every day are delivering news that one business after another is closing. Wendy’s is closing hundreds of their restaurants. After more than 200 years, Farmers Almanac is ceasing operation due to financial issues. Walgreens closed hundreds of stores, Rite-Aid closed all of their stores nationwide – the list goes on and one. I can list about 20 companies that have closed all of their stores or a large number of stores in 2025 alone.

So how does this apply to pro wrestling you ask? Well as time goes on, unless the economy turns around, pro wrestling could eventually take a hit as well.

Professional wrestling has always been a reflection of the times. From the carnival days to the television boom, and now the era of social media and streaming, the business has adapted to every wave of change. But one challenge that never really goes away is the economy. When times are tough, fans tighten their belts, and entertainment dollars get scarce. Yet, history proves that smart wrestling promoters can not only survive—but thrive—even in hard times.

Here are some steps to help pro wrestling promoters survive a failing economy:

1) Focus on the fan experience , not just the ticket sale.

When money is tight, people only spend money on what feels worth it. A wrestling show that offers a full evening of excitement, energy, and emotion will stand out.  That’s why WWE can raise their prices to literally hundreds of dollars for a single ticket without fans batting an eye.  So, make your event feel personable and memorable like the fans area part of something special. Here are a few suggestions:

*Offer meet-and-greet opportunities with the wrestlers
*Encourage interaction – photo booths, raffles, crowd chants, or fan-choice matches.
*Make your shows family-friendly and affordable, but still exciting for fans.

If the fans feel connected, they will continue to come back time and time again no matter how tight the budget may be.

What I would NOT recommend you do is lower your ticket prices. Promoters have been underselling their shows for years.  If wrestling fans don’t mind spending $100 or more for a single WWE ticket, they are not going to think twice about spending $30 for a ringside seat at your indie show if you have a good quality show. I did a blog about that not long ago. That blog can be found here: 

https://thepromotersperspective.blogspot.com/2025/07/stop-underselling-your-product-why-its.html

2) Build local partnerships
In tough economies, community matters. Partner with local businesses that share your audience. A restaurant can sponsor a match, a gym can sponsor a wrestler, or a car dealership can help promote the main event.

These partnerships can:

• Lower your advertising costs.
• Give your show credibility through local connections.
• Build mutual support among small businesses facing the same economic pressures.

 3. Diversify Your Revenue Streams

Ticket sales shouldn’t be your only source of income. A smart promoter looks for multiple ways to keep money coming in:

• Merchandise: T-shirts, posters, 8x10s, and digital downloads.
• Streaming: Even a low-cost YouTube channel or subscription-based platform can generate steady income.
• Training seminars or wrestling schools: Share your knowledge and build the next generation of talent.
• Sponsorship packages: Offer tiered levels for local sponsors—everything from ring banners to social media shoutouts.

A diversified promotion is a stable promotion.

 

4.) 4. Market Smart, Not Expensive

You don’t need a massive budget to promote a show effectively—just creativity and consistency.

• Use Facebook, TikTok, and Instagram Reels for free organic promotion.
• Highlight storylines and personalities instead of just match cards.
• Encourage wrestlers to promote themselves as part of the brand.
• Post behind-the-scenes content that makes fans feel like insiders.

Fans love to see authenticity. Let your passion for wrestling shine—it’s contagious.

5. Control Your Costs Without Killing Quality

You can save money without cutting corners.

• Rent smaller, cheaper venues but fill them with energy.
• Use volunteer staff or cross-trained crew members.
• Limit travel costs by booking talent within your region.
• Invest in reusable production items (ring skirts, lighting, sound equipment) rather than renting every time.

Remember: a smaller crowd that’s loud and engaged looks better than a half-empty gym that feels lifeless.

6. Tell Real Stories

In tough times, fans want authenticity. They relate to struggle, perseverance, and grit—because they’re living it too. A good wrestling promotion taps into those emotions.

• Create storylines about redemption, pride, loyalty, and survival.
• Give wrestlers backstories fans can invest in.
• Use your platform to make fans feel something real.

When your stories connect emotionally, fans stop seeing your show as “just entertainment”—they see it as their story too.

 7. Treat Your Talent Right – VERY IMPORTANT!

Your wrestlers, referees, and crew are your backbone. A good promoter respects that.

• Pay fairly when you can, communicate openly when you can’t. And that doesn’t mean waiting until after the show to tell them you can’t pay them or pay them the agreed amount.  It means that if you book a show and you know well in advance that the budget is going to be tight, be honest up front when you book the talent.  “Hey, I know we normally pay your $150.00 per show, but on this upcoming show, I may be able to only give your $125.00.”   Most likely, the person will be understanding and will be fine with it.  But if you wait until after the show and walk up and say "hey, the house was light tonight. So I'll get you next time", or the person opens their envelope and finds they have been shorted, they are going to be upset!
• Keep morale high by offering consistent bookings and professional treatment.
• Celebrate your locker room publicly—fans love seeing a tight-knit team.

A loyal roster gives you stability. When the economy improves, they’ll still be there building your brand.

Final Bell

Running a wrestling promotion during tough economic times isn’t easy—but neither is professional wrestling itself. Promoters, like wrestlers, are built to fight through adversity. The key is community, creativity, and consistency. If you can make people feel something when they walk through your doors, they’ll keep showing up—no matter how the economy looks.