AEW needs more than sponsor deals to fix its momentum

Corporate partnerships can’t paper over creative gaps

As the June 28 Forbidden Door pay-per-view draws near, the headlines circulating regarding AEW feel strangely detached from the actual in-ring product. The announcement that Dios Azul Tequila has been named the official partner for the event is a standard business maneuver. However, when the most significant news cycle leading into a major cross-promotional supershow is centered on liquor sponsorships and the absence of a guest star, the promotion has a visibility problem.

The recent Wade Keller Pro Wrestling Podcast highlighted the friction inherent in these big-event build-ups. While the crossover appeal of New Japan talent joining the AEW roster should be the centerpiece, the conversation consistently veers toward peripheral logistics. The focus on commercial branding over narrative stakes is a recurring criticism that threatens to turn what should be a marquee showdown into a glorified house show with a higher budget.

The Mick Foley attendance issue illustrates a lack of direction

The persistent reporting on Mick Foley’s status is perhaps the most telling anecdote of this cycle. Despite debuting at Double or Nothing last month, multiple outlets confirmed that Foley will not be appearing at Forbidden Door due to prior scheduling conflicts. It is ultimately a side note in a busy wrestling week, yet the obsession with his availability feels like an attempt to manufacture buzz in the absence of a defined main event trajectory.

We have seen this pattern before, but the context is vastly different today. Two decades ago, on the May 15, 2006, episode of Monday Night Raw, Foley’s involvement was integrated into active, character-driven storytelling with Tommy Dreamer and Terry Funk. The friction had a purpose. In 2026, the discussion regarding Foley feels like an exercise in nostalgia without the corresponding creative payoff. When a promotion relies on names who aren't physically in the building, the actual active roster suffers.

Avoiding the trap of shallow storytelling

Forbidden Door has historically been a stylistic exhibition, but the lack of cohesive build is becoming hazardous for AEW’s standing. If the promotion continues to lean on industry partnerships and legacy talent to drive engagement, they risk alienating fans who are looking for long-term depth. A massive, 115-minute podcast breakdown of the current state of professional wrestling serves as a sobering reminder that there are far more pressing issues than missing legends or tequila endorsements.

The creative team has a narrow window to shift the tone before June 28. If the card relies solely on the novelty of talent trading without any investment in the personal or ideological clashes between these individuals, the “forbidden” nature of the door becomes less of a portal to high-level competition and more of a revolving door for filler matches. AEW is currently operating at a surplus of talent, yet the efficiency of their creative output is questionable. 0% of the current chatter surrounding this show accounts for the actual stakes for the AEW World Championship or any specific divisional rankings.

We are watching the promotion struggle to balance the demands of a high-stakes crossover show with the realities of an increasingly critical audience. Without a sharp turn toward narrative clarity, Forbidden Door risks being remembered for its commercial partners rather than its athletic achievements. Professional wrestling is a volatile business, and the current reliance on external factors over internal story beats is a gamble that rarely pays off in the long run.