ABSTRACT
The main activity of the World Wrestling Entertainment (WWE) focuses on organizing wrestling shows and managing the resulting media rights. The WWE has grown from a small local business into a global brand that produces original content on several platforms operating in synergy with each other. The WWE has repositioned itself in a consensual, domestic marketing niche, reducing its violent content so as to avoid competing with freestyle fighting programs. Consumer marketing analyses have long been constructed around the transactional/relational duality. Transactional marketing more specifically addresses the buying act, whereas relational marketing involves customer satisfaction and loyalty. The fans’ appropriation of the WWE brand goes as far as the design of the product. Founded in 2000 as a joint venture between NBC and the WWE, the XFL was a professional football league that operated after the end of the National Football League season, with the aim of attracting both football and wrestling fans.
