AAA CEO Details Sponsorship Struggles That Led to WWE Acquisition
Dorian Joaquín Roldán Peña, CEO of Mexican pro wrestling promotion AAA, recently opened up about what led to the acquisition of AAA.
The historic acquisition has significantly changed the landscape of Mexican professional wrestling. The announcement was made during the WrestleMania 41 Saturday Countdown show. WWE Chief Content Officer Paul “Triple H” Levesque was joined by Fillip Chairman Alberto Fasja, AAA’s Marisela Peña and Dorian Roldán Peña, as well as WWE Hall of Famer Rey Mysterio and AAA standout El Hijo Del Vikingo.
WWE also revealed a new crossover event: Worlds Collide, scheduled for Saturday, June 7, 2025 at the Kia Forum in Los Angeles. The joint event will feature wrestlers from both AAA and WWE.
During the Sports Summit, Dorian Joaquín Roldán Peña emphasized that competing against other forms of entertainment and sports industries in Mexico is particularly challenging. He further explained that securing sponsorships has become increasingly difficult.
Peña noted that soccer generates substantial revenue in the country, making it difficult for AAA to compete against Liga MX, the Mexican National Team, and the soccer industry in general. He said:
“I went three weeks ago, it was a brand’s turn, and I told that brand, ‘Hey, I need money…’ And no, the money is in football, the money is in the Super Bowl, the money is in whatever property is hot. You have to chip away at a lot of money.”
It has been speculated that the acquisition of AAA by WWE’s parent company, TKO Group Holdings, was worth approximately $50 million, though exact figures remain undisclosed. The acquisition enables WWE to collaborate with a talented roster of luchadors, create exciting crossover matches, and further expand their international market presence.
