AEW President Tony Khan has addressed the company’s frequent practice of announcing matches on the same day they are set to take place. In a recent live stream on Twitter, Khan explained that the strategy is deliberate, designed to maximize fan engagement and create buzz just before a show airs.
Khan On Driving ‘Engagement’ With Day-Of Announcements
During a live session on his Twitter account, Khan was asked about the booking strategy. He stated that making announcements on the day of a show is a proven way to get fans talking and invested in that night’s broadcast.
“A lot of times, wrestling companies will make some announcements on the day of the show because they get engagement,” Khan said. “It’s a way to get you talking about the show, get you interested in the show.”
‘Something Big On This Show Tonight’
Khan elaborated that these last-minute announcements serve as a hook to let fans know there is “something big” planned for the show that they will not want to miss. While fans sometimes debate the practice, Khan believes the results speak for themselves.
“Typically, those match announcements are the most engagement you’re gonna get on the day of the show. I think they do very, very well,” he stated.
Khan’s comments come just hours before tonight’s episode of AEW Dynamite. Several major matches have been announced in advance for the show, including new AEW World Champion “Hangman” Adam Page facing Wheeler Yuta in a non-title match, and AEW Women’s World Champion “Timeless” Toni Storm taking on Billie Starkz in a title eliminator match.
— Tony Khan (@TonyKhan) July 23, 2025
