How WWE Raw Turned the Brand Into a Global Entertainment Company

A shift in storytelling and brand partnerships was key

Meet the next generation of consumers where they are now. Join us virtually for The New Consumer, on March 30, for tips from Clutch, Mars Wrigley and more. Sign up for free.

For Dwayne “The Rock” Johnson and John Cena, becoming a cultural icon began on WWE Monday Night Raw. It’s the longest-running weekly episodic program in TV history, and will celebrate its 25th anniversary live from New York on Jan. 22.

Raw consistently ranks as the top cable entertainment show on Monday nights, and is one of the highest-rated shows on all of cable TV among adults 18-49. Raw is also the primary reason why USA Network is one of the most-watched cable networks in prime time.

Sasha Banks aka “The Boss”Courtesy of WWE

But the road to success hasn’t been without some bumps along the way.

The Vince McMahon-owned WWE—at that time known as WWF (World Wrestling Federation)—battled the Ted Turner-owned WCW Nitro franchise from 1995-2001.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

Adweek magazine cover
Click for more from this issue

This story first appeared in the Jan. 15, 2018, issue of Adweek magazine. Click here to subscribe.