WWE entered the TKO era after announcing its merger with Endeavor, UFC's parent company, in April 2023, with Vince McMahon no longer running the company he built. TKO officially took over on September 12, 2023, and the promotion has leaned heavily into sponsorships, mainstream partnerships, and profitability. Several main roster Superstars have reportedly thrived in that entertainment focused model.
These names stand out as performers who may be benefiting most from how WWE operates under TKO:
- Cody Rhodes appears to have capitalized on TKO era opportunities more than anyone on the main roster. Since jumping from AEW to WWE, he has been positioned at the top of shows and Premium Live Events. Following WrestleMania 40, WWE has consistently pushed him as a top babyface and corporate ambassador, with major sponsorship integrations, gaming partnerships, mainstream media campaigns, and a supporting role in the upcoming Street Fighter movie, alongside world championships and WrestleMania main events.
- Danhausen fits TKO's emphasis on marketable personalities, social media engagement, and merchandise sales. In WWE, his unique look and comedic style have reportedly moved shirts, toys, masks, and collectibles at a rate that rivals top stars. His curse gimmick also gained traction during the New York Knicks' NBA Championship run, making him a strong fit for viral moments in the social media era.
- Chelsea Green has long been an entertaining part of WWE programming through memorable segments, matches, and promos. Under TKO, stars who generate attention outside the ring appear valued, and Green has shown she can turn a short backstage segment into something fans talk about all week through character driven storytelling across social media and other content platforms.
