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September 22, 2023 15 mins

Mike Ozanian, the Assistant Managing Editor of Forbes Media and co-host/Managing Editor of Forbes SportsMoney, recently did a study on AEW business as of late, and he valued the company at more than $2 billion.  Many in the Wrestling media disagree.  

After listening to Legendary Wrestling Writer Vince Russo, I decided to do my own analysis on what actually goes into the though process of someone who wants to purchase a business.  

Let's look at at the Pro's and Khans of AEW. 

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Transcript

Episode Transcript

Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
I enjoy professional wrestling, right, I love the
business of the business.
That's it in one of my otherpodcasts you know I listened to.
You know I'm a brand member ofBen's Crew, so is the brand I
listened to Strictly Business bywith Eric Bischoff and you know
Conrad Thompson Network, youknow.
So, yeah, I really liked thebusiness and it's state right

(00:22):
now, but I think it's worth twomillion.
I would say, probably back.
Oh, yeah, dig it.
You're talking the girl Gray,the world champion of business
life, launched with cars.

(00:43):
You thinkin', thinkin',thinkin', thinkin'.
I'm sorry, I had to do it.
I've always wanted to.
But you see, I got the belt.
I'm a mark for myself, I am.
You gotta be.
Sometimes you know if you'regonna be your own fan, who will
be.
But look so as someone wholoves business.
Right, I love business.

(01:04):
I also love professionalwrestling and I've watched it
since I was a child.
You know my dad would be likedon't watch that fake stuff.
He knew how to punish me Don'tlet me watch wrestling.
My father was literally lockedup right and in Lord and the
Queen of Tentury and I didsomething wrong and my mother
put me on the phone with him andhe was like.

(01:25):
So your punishment is you can'twatch wrestling for two weeks.
I was upset, but of course Ilistened.
My dad, he miles away, he can'tget to me, but I listened to
him.
Nothing to him, though, thatright.
But all I have to say is Ienjoy professional wrestling,
right, I love the business ofthe business.
So I sat in one of my otherpodcasts, you know I listened to

(01:49):
.
You know, I'm a brand member,vince Rousseau's, the brand.
I listened to Strictly Businessby with Eric Bischoff and you
know, on the Conrad ThompsonNetwork, you know.
So, yeah, I really liked thebusiness.
But recently I heard somethingthat was wild.
I'm like really thinking aboutthis.
You know, listening to CassStrader and Marks on the Vince

(02:12):
Rousseau, vince Rousseau thebrand and they talked about
there was an article that cameout in fours or somebody from I
don't know if it was thearticles I could not find the
exact article, but there were alot of people that were talking
about it that said AEW would gofor two billion dollars, right,

(02:42):
and they got into the discussionlike this no way it will go for
two billion dollars, because Idon't know if any of you have a
watched aw, but, um, let's justsay it's not a wrestling we were
ever used to.
You know it's.
It's really meant for a very,very small niche group of people
who you know and I don't getinto.
You know why they think howthey think.

(03:03):
But, yeah, I just say this itdoes not appeal to the normal
person.
Um, you know, the normal manlike, you know those of us who
like the attitude era when, whenwrestling's at its heyday, you
know, when everybody watched itor everybody know about it and
stuff like that, with the rock,stone, cold and all that, but so
it's it's really caters to them.

(03:23):
Um, you know, like, and Iwatched, I wanted to, actually I
wanted a very first show andI'll be honest, it was yeah,
yeah, you know it's not verywatchable, uh, in my opinion,
for somebody who's not like, uh,uh, somebody who you know
here's a whole lot about thenames of the moves and
athleticism.
I really like storyteller, likereally good storytelling that's

(03:45):
relatable to, to normal people.
But so, uh, so, you know, whenthey were talking, like, there's
no way, you know, with um, withWWE just selling for over nine
billion dollars, um, thatanybody would pay, you know, one
to two billion for aw, and so Ihad to sit back and think.
And I, you know, you know I'm inbusiness, so I know people who

(04:07):
are emerging acquisition and so,you know, I kind of ask the
question, you know what goesinto emerging acquisition?
Because, you know, in my mind Iautomatically agree with, like,
hey, that's no way, why was onepaid two billion dollars for it
?
But we had to think about it.
Um, people don't buy businesses, you know, to keep them the way
that they are.

(04:27):
They buy them to improve themand they, you know, buy them
based upon potential that isthere.
And so I started to look at, youknow, the business in and of
itself and Of aw, which is ranby Tony Khan, who, you know,
seems to be an extreme fan ofwrestling, like he loves what he
does.
Uh, you know, no knock on that,but it kind of seems like this
is more of a hobby to him Then abusiness, and the reason I say

(04:51):
that is because he does not seemto be growth focused.
Uh, when it comes to the fanbase, you know, on television
and making sure that more peopledesire to watch it, like he
really feels like he just wantsto hyper serve the audience that
he has.
Uh, so you know um, in itsstate right now?
Do I think it's worth twobillion?
I would say probably not, basedon what I know about business

(05:13):
and I am not emerging theacquisition expert, but it is
something that I'm interested in.
I did talk to some people whoAre that and so these things
they say.
So the first thing we have alook at is the assets of the
company.
So, you know, obviously it has,you know, intellectual property
.
That's there, you know, ofcourse they have the ring
equipment, camera equipment, allthe negative stuff, so he's
invested a lot just in that, andalso the contracts of the

(05:38):
wrestlers themselves.
You know that's worth somethingthere, you know.
So there are a number ofwrestlers there that are Pretty
popular amongst their fan baseand probably have potential to
expand under the rightleadership.
And Then also they have, youknow, they have a pretty global
reach, like they just did, youknow, a show over in England

(06:02):
that where you know, I thinkthey reported it's reported
anywhere like 70 to 80 thousandTickets sold of people in
attendance or something of thatnature, and this is controversy
behind that.
But whatever was, it was agreat number.
So there's obviously thatthey're live event, special
event things.
They're able to get a lot ofpeople there, get some buzz.
I'm not to mention they havethe backing of billionaire.

(06:24):
You know the back of abillionaire is nothing to sneeze
at, right.
And then you know then there'sa advantage of, you know, live
entertainment.
Weekly live, episodicentertainment is at a premium.
You know, when things go live,especially in prime time, you
know there's a, there's apremium that's put on top of
that, which also would increasethe worth of it.

(06:48):
So One, a cable network, acouple of cable networks, and
then have a relationship, youknow, with one of the Largest,
you know, in the tamer companiesout there.
You know Warner Brothers,discovery, and so all of that is
taking into consideration.
But I think the biggest thingthat would make it worth that
amount is the fact that somebodycoming in To take over.

(07:12):
If they were to buy it, theywould change everything as far
as how it's put together, like,for instance, chances are Tony
Khan would no longer be booking.
You know he would no longer bethe one making decision on what
goes on the ring.
The person who comes therewould be very growth focus, you
know, focus on growing theaudience trying to relive the
heyday of the 90, late 90s,early 2000s, when wrestling was

(07:36):
at its peak.
You know, and that's been 20years since that's happened, and
you know the fact that you knowOutcomes are predetermined is
something that could be used tothe advantage in order to bring
more eyes, you know, get it,make it water.
Cool to talk again.
Maybe we're really talkingabout it in a way where folks
take it seriously, and so that'swhat I really want to focus on

(07:59):
is what would make it worth thatmoney.
So, again, I know a bit aboutthe biz not a whole lot, but I
do know some of the people whoare backstage.
Like you have one of thegreatest Tyler relations people
in the his probably the greatestTyler relations person in the
history of wrestling, jim Ross.
You know everybody knew him asthe announcer don't add it to

(08:20):
there but he's also the one whomanaged the talent.
He did the recruiting, makesure they got paid, kept people
happy backstage.
Nobody has managed a lockerroom for what I've heard and I
do know some people in thebusiness and nobody has ever
managed a locker room betterthan general Jim Ross has, and
they have him backstage.
You have Aaron Anderson.

(08:41):
You know who is somebody whoknows how to.
You know make matches work theright way.
You know Jake the snake Roberts, who you know, one of the
greatest promos, somebody youknow talkers ever.
So you know you start to look atthose pieces that they have.
It is like, hey, somebody whohas a growth mindset would say,
hey, let's utilize these peoplewho have a history of success, a

(09:03):
history of drawing.
You know big numbers and doinggreat things.
I mean the founder of the fullhorsemen, let's be serious.
You know, like they have thosepeople that you know, jeff
Jarrett, who you know, like youknow I mean they a double T
people remember that type ofstuff.
You know characters that are onit.
You know Billy Gunn.
You know everybody knows BillyGunn from DX.

(09:24):
So you know, when you start tosee that some of the pieces can
be moved around, rearranging,taking advantage of, as opposed
to only focusing on, you know,the people who are now, who may
not have the same amount ofknowledge, industry knowledge
and things that makes likethere's some silos of knowledge
that could be, you know, pulledout in bloom to make it worth

(09:45):
even more.
And you look at the fact that,like we said before, they have a
TV time in prime time right,which you know.
You know you start to changesome of the storylines.
You know making it.
You know.
Let me think about when wewatched, you know, wrestling and
we really liked it and loved it.
You know everybody cared aboutthe storyline.

(10:06):
You know you start to say, hey,if we start, you know, switch
from.
You know seeing how many timessomebody can do a flip or
cartwheel in the ring or land onthe table to do the exact same
moves every single match andthen start focusing on how
stories can be told, createdcliffhangers, making people want
to watch, making more must seetelevision.
You know, and this could bedone.

(10:26):
You know, actually, this couldbe improved in both companies.
But I'm really talking aboutthis in particular, because
we're talking about what wouldget it to a $2 billion valuation
, because, again, there are somany things that it has
potentially that could workbetter.
You start telling thesestorylines and then, as I said
before and I put this out thereand I know people are laughing

(10:48):
at me like yo, this will neverhappen and I know I'm probably
going to be like Carl.
I don't know why you said thatIt'll never happen.
Eric, if he ever watches this,he'll be like no way it's gonna
ever happen, but those two mindscoming together.
You know even Jim Cornette,like you're wild dude but the
man of the man For in thesepeople.
But, but in particular I'mtalking about Vincent Eric

(11:10):
people who know what works.
You know folks from that school,from that era that know what
draws the masses and that's whatwe're talking about, because
professional wrestling, Ibelieve, still had the ability
to draw the masses.
I know when AEW was coming out,there were people who were you
know, people called them lapfans, former fans or whatever

(11:31):
who were looking forward to itcoming because they felt like
this will be a return, this willbe an opportunity to watch.
You know, more entertainingwrestling.
You know what we were used to,not necessarily some of the,
some of the risque stuff thathappened, but just the fact that
storylines are being told thatwere enjoyable.
The same way, you know many ofthese shows that we watched get

(11:55):
all these viewers.
You know, like I mean, I'm agame of.
You know some people watch Gameof Thrones.
You know Breaking Bad, sopranos, all of those they made it
because of storylines, you know,and AEW has the potential.
So if I'm looking to buysomething and thinking that, you
know a turnaround will net me,you know, $2 billion over time.

(12:16):
Yeah, I would definitely saythat it could be worth that on
the open market Now wouldsomebody be overpaying, paying a
premium for it?
Yes, but I think that with theright leadership, the right
business model, that will bemore growth-focused as opposed

(12:39):
to fan-focused, which there is adifference, you know growing
the fan base.
You know to include, you knowyoung people, to include women
to include.
You know men who you know havea heavy desire to see.
You know wrestling.
You know it's something aboutthe competition.

(12:59):
You know the machismo piece ofit that we really, you know, we
really like, you know those ofus who are masculine men.
You know, like they, I likethis type of stuff as opposed to
it being catered to a nicheaudience who, you know, wants to
know what goes on backstage.
Yes, I do believe that AW couldbe worth $2 billion on the open

(13:19):
market.
It'll be a premium price.
But, yes, they already have theassets, they have the
television time, they have arelationship with the network.
It's already been stated that,you know, the TV rights deal
themselves could be worth closeto a billion dollars.
You know they have greatpersonnel backstage.
I mean just putting Jim Ross inposition would probably make

(13:41):
things go so much better, youknow.
And then, like you say, aaronAnderson, jake Roberts and most
of them would never, you know,say that because hey, tony's
paying good money right now.
There'd also be probably besome pay cuts that go on there.
You know streamlining of assetsand things of that nature.
They're taking advantage of theglobal restate it has and even,

(14:02):
you know, putting yourself in aposition where it could
actually compete with the WWE.
Because part of what made theevaluation, you know, where WWE
could go public, you know, 20years ago, was the fact that it
has spent so much time incompetition, which made a step
its game up.

(14:22):
You know, right now WWE has nocompetition.
Aw could be the competition forit, but it really isn't.
You know, it's an alternative,not a competitor.
You know, like people aren't.
You know, like you know, well,I ain't even getting all like
that's a whole other you knowthing.
But all that to say wow, youknow talking in circles at this

(14:47):
point, do I believe that AWcould be worth $2 billion?
To somebody out there?
My answer is a resounding yes.
This has been Friends withBusiness Podcast, the no paper,

(15:07):
no ink, just what I think.
Episode.
Hey, please like subscribe forthe friendsofbusinessnet.
You know to subscribe to theworld on YouTube.
We're on Spotify.
I have a podcast, all thatgreat stuff, you know.
If you have any questions,comments, concerns, I'd love to
hear your thoughts.
Would you pay $2 billion for AW?

(15:28):
You know, what do you thinkabout what I say?
If you agree with me, disagreewith me, let's talk about it.
I'd love to hear your thoughts.
I'll answer them here.
Peace.
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