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photo: WORLD WRESTLING ENTERTAINMENT (REY MYSTERIO, THE GREAT KHALI “DALIP SINGH RANA”, SHEAMUS “STEPHEN FARRELLY”, WILLIAM REGAL “DARREN MATTHEWS”, DAVID BAUTISTA) |
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Global Domination
World Wrestling Entertainment takes on the world
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WASHINGTON, D.C
6' 6", 290 LBS. |
BLACKPOOL, ENGLAND
6' 2", 240 LBS. |
PUNJAB, INDIA
7' 3", 420 LBS. |
SAN DIEGO, CALIF.
5' 6", 175 LBS. |
DUBLIN, IRELAND
6' 6", 272 LBS. |
GIFU, JAPAN
6' 1", 230 LBS. |
David Bautista, or “The Animal,” is cheered wherever he goes, but the four-time world heavyweight champion is particularly loved in his ancestral nation of the Philippines. He hobnobs with Pinoy celebrities like boxer Manny Pacquiao and sports a tattoo of the Filipino flag.
Signature Move: The Spear |
William Regal, aka Darren Matthews, left school at 16 for a life on the carnival circuit. In America a decade later, he took on the persona of a pretentious aristocrat who wears brocade robes and teaches other wrestlers table manners—violently.
Signature Move: Knee Trembler |
Khali, born Dalip Singh Rana in Northern India, is often portrayed as an oaf, but he’s hailed as a hero at home. “He’s like a god over there almost,” Stephanie McMahon says. Good news, since India represents WWE’s second-largest TV distribution agreement outside the U.S.
Signature Move: Vise Grip |
WWE averages 2.4 million TV viewers a week in Mexico—thanks in part to Southern California–born Rey Mysterio, who has introduced the Mexican lucha-libre style, marked by smaller grapplers with acrobatic moves and colorful masks.
Signature Move: West Coast Pop |
When Sheamus turned up in 2009, Irish caricatures like the leprechaun were going strong. “What I try to do,” says Sheamus (aka Stephen Farrelly) “is bring a positive image back that pulls from the old Celtic stories and mythologies of Cúchulainn and Finn McCool.”
Signature Move: Crucifix Powerbomb |
Since WWE debuted in Tokyo in 2000, it has put forth some controversial stars, but Tatsu is a more upbeat character, smiling as he flies off the ropes. When he first appeared, his American opponent made fun of his accent. Tatsu knocked him out with one kick.
Signature move: Buzzsaw Kick |
By Austin Kelly
WSJ. Magazine
World Wrestling Entertainment raked in $475.2 million last year, and in the four years leading into the recession, its revenue jumped 44%. Expansion at home means looking for younger fans, and its push toward a more PG-rated tone is helping to attract blue-chip corporate partners like 7-Eleven and Pepsi Max.
But WWE’s fastest growth has been abroad: Between 2000 and 2009, the company, increased its revenues outside North America from $9 million to $127 million. International income now accounts for nearly 27% of WWE’s total revenue, and it is televised in 145 countries, in 30 languages.
WWE’s global push has mostly consisted of exporting American characters, but it has also tried to create a global village of its own with “Superstars” from around the world, says Stephanie McMahon, head of creative development and operations, who is currently looking to China for talent. Ms. McMahon is part of a team with her father, Vince, and a dozen or so writers who create the WWE Universe each week.
They still thrive on stereotypes and caricatures. But overtly nationalistic narratives, like Sgt. Slaughter beating up on the Iranian Iron Sheik in the 1980s, have been toned down.
So far, international crowds are riveted. WWE stages about 80 live events overseas each year, selling out shows from León, Mexico, to Lyon, France, with ticket prices averaging $70. It has also created a global fan culture. Japanese crowds, who used to clap politely, now imitate American audiences, chanting epithets when a villain appears.
At home and abroad, the upstart sport of mixed martial arts is a threat. But WWE, still almost twice the size of MMA’s main brand, Ultimate Fighting Championship, is betting that its story driven formula—in which trumped-up backstage feuds are as important as in-ring action—will be the choke hold that keeps it on top.
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