WWE leaning in to social media ahead of possible sale
WWE, an organization that is already king of the ring on social media, will attempt to expand its online presence this year with the $6.5 billion sports entertainment company hinting that it may put itself up for sale.
WWE surpassed 20 million followers on its flagship TikTok account during its most recent quarter, the first sports league to do so, and it's launching three international TikTok accounts after the WWE Español TikTok handle reached nearly 2 million followers in its first year, according to the company.
WWE's presence online is already broad and it does not appear to be slowing down.
The company's YouTube channel topped 92 million subscribers in the fourth quarter, making it one of only 10 channels on the platform to surpass the 90 million subscriber mark, according to Paul Levesque, the company's chief content officer and director who wrestled under the name Triple H.
To put those numbers in perspective, the National Basketball Association has 19.8 million subscribers, the National Football League has 10.6 million, and Major League Baseball has 4.05 million.
Part of the reason is that, unlike the NFL, NBA and MLB, the WWE has no off season. It churns out new content from television shows and premium live events all year long and its fans eat it up.
The online presence of the company is so pervasive that it seeps into the social media posts from some of the world's biggest athletes.
After defeating the Philadelphia Eagles in Super Bowl LVII, Kansas City Chiefs quarterback and MVP Patrick Mahomes posted a photo of himself on Twitter holding the Vince Lombardi trophy in one hand, and a WWE belt in the other.
That photo has been viewed more than 23 million times and that number keeps rising.
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