Overcrowded signings, supersized venues with small crowds? 5 mistakes Tony Khan should not make with AEW in 2025

It has been five years since the foundation of AEW changed the landscape of pro-wrestling in the US and the world. The Tony Khan-led promotion will close the book on a successful 2024 with the Worlds End pay-per-view later this month, and open 2025 with Dynamite: Fight for the Fallen on January 1.

The aforementioned New Year's episode will notably be simulcast on TBS and MAX, kicking off AEW's new and reportedly lucrative media rights agreement with Warner Bros. Discovery that was officially struck earlier this year. 2024 also witnessed several blockbuster signings and debuts, including those of Kazuchika Okada, Mercedes Mone, Ricochet, and The Hurt Syndicate.

All Elite Wrestling has undeniably grown as a brand and has a promising future in the industry. However, the promotion could benefit from making certain improvements, and refrain from certain mistakes as they develop their 2025 programming.

Let's look at five such mistakes TK and the company should avoid next year.

---

#1: AEW should not sign more talent than needed

AEW has an incredibly stacked roster currently across the men's and women's divisions. While this allows the company to draw from an impressive depth of talent, its policy of actively signing major free agents and budding stars released from other promotions has arguably resulted in an overstacked roster.

It may thus be advisable if, from 2025 onwards, All Elite Wrestling moderates its talent acquisition somewhat, to better utilize the wrestlers they have already signed. This is not to suggest that the company should not make offers to major names like Becky Lynch or Kevin Owens (if he ever explores free agency), but besides such exceptional cases, the Jacksonville-based promotion could be better served by keeping their new signings to an ideal minimum for some time.

---

#2: All Elite Women: Better booking for the women's division

Several AEW fans are of the opinion that the promotion's women's division as it is now - helmed by top stars and up-and-comers including Mercedes Mone, Mariah May, Toni Storm, Kris Statlander, Willow Nightingale, Jamie Hayter, Julia Hart and so on - is stronger than it has ever been. However, criticisms regarding Tony Khan's booking of the division overall continue to persist, which the All Elite Wrestling President should consider and pay attention to next year.

To that end, the promotion should increase the number of women's matches and in-ring as well as backstage segments on Dynamite, Collision, special events, and pay-per-views. It should also develop storylines and programs outside of feuds over the AEW Women's World and TBS Championships, potentially involving more underexposed talents who could demonstrate their character work or show off their in-ring prowess.

---

#3: Tony Khan needs to work on his booking tactics

Throughout all five years since its inception, AEW has come under the scanner over Tony Khan's booking of his company's programming. The All Elite Wrestling CEO's product has been criticized for lacking consistency and structure, often failing to capitalize on big moments or the momentum generated by a hot angle or a rising star.

AEW is no stranger to planning long-term stories, such as Hangman's Page journey to his first World Title victory, and more recently his rivalry with Swerve Strickland, along with Toni Storm's acclaimed ongoing feud with Mariah May. Heading into 2025, the company should consider spending time trying to find the right balance between long-running angles and brief, week-to-week programs, depending on the key players and circumstances.

---

#4: All Elite Wrestling cannot avoid upping its marketing game

Another frequent point of criticism that has been directed towards All Elite Wrestling in recent months relates to the company's marketing and promotion of its content and events.

Fans on social media have often linked this with the downward trend in ticket sales and viewership figures for the promotion's live television events as of late.

2025 should thus see AEW proactively improve its advertising and marketing efforts. Viewers have recently noted that the company has been announcing major matches weeks in advance to promote them - a strategy they should keep following up on. Furthermore, All Elite stars should be encouraged to participate in media appearances to talk about and hype up the promotion's product.

---

#5: Tony Khan needs to reconsider his choice of venues

While AEW's on-screen programming has been eventful throughout 2024, the promotion has taken a hit concerning ticket sales in recent months, with detractors regularly pointing to empty seats from the arenas hosting Dynamite, Rampage, and Collision on social media. This has led to discussions about the optics surrounding the company's growth, regardless of its successes this year.

Increasingly, fans have indicated recently that All Elite Wrestling would be better served hosting its shows at smaller and unique venues. Viewers were full of praise for the presentation of AEW's televised programming as it aired from the Esports Stadium in Arlington, Texas earlier this year, and from the Hammerstein Ballroom this month, to cite another example.

Tony Khan should therefore consider sticking to smaller venues that can accommodate packed sold-out crowds in 2025, in addition to modifying and fine-tuning the production processes of his shows, which may enable AEW to grow its viewership further next year.