Vince McMahon Drops PR Firm Ahead of Netflix Docuseries Launch

This week, four years after it was first announced, Netflix’s docuseries about the life, career, and legacy of Vince McMahon will launch on the streaming giant. In the run-up to its launch, McMahon had begun working with a PR film, but now Brandon Thurston of Wrestlenomics reports that this partnership has come to an end.

McMahon is no longer being represented by Sitrick And Company, a firm that he’d been aligned with since April of this year. When asked about the reason for the end of the relationship, Michael Sitrick, founder of the firm, refused to go into in-house details, stating “With respect to clients, we don’t comment beyond the fact that we are no longer working together.”

Like his now-former client, Sitrick has garnered quite a reputation in his field, with Fortune once calling him an “accomplished practitioner of the dark arts of public relations.” The L.A. Times had a similar take to Sitrick, calling him a “puppet master” who’s pulled the strings behind some of the media’s biggest stories. Sitrick And Company has presented some huge names including Pepsi, Make-A-Wish, and the late Kobe Bryant.

It’s not just Sitrick And Company that McMahon has distanced himself from in recent days. This week, McMahon issued a statement criticizing Netflix’s docuseries about him, arguing that it misrepresents him through editorial choices and out-of-context footage. It’s been reported that McMahon attempted a ‘Catch-and-Kill’ on the docuseries; attempting to buy the rights to it to prevent it ever being released but Netflix refused to sell. This attempt, and a subsequent offer from Endeavor CEO Ari Emanuel, was made before WWE reached a deal with Netflix to bring WWE Raw to streaming in January 2025.