AEW’s “All In: Texas” event at Globe Life Field on July 12 has become a landmark not only for wrestling fans but for the broader live entertainment industry. By opting for a non-traditional venue—a Major League Baseball stadium—the promotion achieved more than spectacle. It delivered real financial results, demonstrating how strategic venue selection, fan experience design, and brand positioning can reshape profitability in sports entertainment.
According to AEW President Tony Khan, the event shattered company records, with over 20,000 paid attendees and a gate exceeding $3 million. This figure more than doubles AEW’s previous North American gate record and puts it on par with legacy wrestling promotions that typically dominate the stadium-show format. This result didn’t come by accident. AEW’s planning involved targeted ticket pricing, staggered seating releases, and aggressive marketing to both local and national fans. General admission tickets started at accessible price points, while premium options—including VIP experiences and hospitality boxes—helped push total revenue to new heights.
The selection of Globe Life Field in Arlington, Texas, brought a host of advantages. As a newer, climate-controlled stadium with a retractable roof, the venue ensured optimal comfort and viewing quality regardless of weather. It also offered AEW a massive footprint for staging, media setups, merchandise sales, and hospitality lounges—elements that enhanced the overall fan experience and increased per-capita spend inside the stadium. Leveraging a space originally designed for baseball and large-scale concerts, AEW was able to expand its event operations far beyond what a traditional indoor arena could accommodate.
Beyond ticketing and in-venue sales, the event drew major benefits from its visual and brand impact. Hosting a wrestling event in a prominent stadium offered AEW increased visibility in mainstream media, and the broadcast presentation—streamed live via Amazon Prime—allowed the brand to reach a broader digital audience. The scale and presentation of “All In: Texas” mirrored some of the largest events in sports and entertainment, further positioning AEW as a major player in the global wrestling industry. The backdrop of a professional sports venue gave the production a level of polish and prestige that resonated with fans and sponsors alike.
Sponsorship integration played a key role in maximizing revenue. Globe Life Field’s size and infrastructure enabled high-impact placements for corporate partners, from in-ring signage and LED boards to branded fan zones and exclusive product activations. AEW capitalized on the prestige of the venue and the unique nature of the event to craft packages that offered more than simple logo placement—they provided immersive brand experiences to a highly engaged live audience and viewers at home.
Crucially, “All In: Texas” also redefined AEW’s touring and business potential. With this success, the promotion has shown that stadium-scale events are not just viable, but financially advantageous when executed with precision. The decision to expand beyond traditional arenas reflects a calculated business evolution—one that creates more revenue opportunities, diversifies fan access, and cements AEW’s reputation as a bold innovator in live sports entertainment.
By transforming a baseball stadium into a thriving pro wrestling venue, AEW has challenged the industry standard and proven that with the right mix of strategy, promotion, and performance, alternative venues can unlock significant new revenue streams. “All In: Texas” has laid the foundation for a new class of large-scale wrestling events, where financial performance matches the magnitude of the spectacle.
