The world of professional wrestling has been historically dominated by America and Japan. But in recent years it has been seeing an unprecedented surge in popularity in Europe. What’s going on here?
Well, an influx of new competitors in the professional wrestling landscape has opened up new opportunities. From the emergence of another top-tier brand in AEW to freshen up the scene, legendary British veterans taking on key roles at WWE or new promotions forming their own path in Europe, this is how European wrestling is taking over the game in 2025.
The Financial Landscape is Improving
Firstly, there is now more money in wrestling than ever. The emergence of All Elite Wrestling in 2019 showed that a new promotion – with enough funding – could come in and compete for viewership with the long-dominant WWE.
The growth of sports betting has also been a factor. While Americans are not allowed to bet on professional wrestling, as the match results are usually scripted and are vulnerable to insider leaks, European regulators don’t have a problem with it.
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The global WWE market was valued at $1.4 billion in 2024, and analysts have projected it could reach $2.8 billion by 2032. Although WWE officials say it has dropped its plans to lobby for legal sports betting on pro wrestling in the US, on the off chance that did happen the market would get even bigger.
More Funding Means Better, Bigger Regional Event
This all led to increased funding for ever more spectacular live shows and tours, and opened up more career opportunities for wrestlers – bringing exciting new blood into the sport, and encouraging old legends or famous faces to get back into the ring.
In Europe, this has meant smaller regional promotions have found the funding and audience to book big venues, such as Burnley Wrestling booking out their English town’s Premier League Football Stadium or WWE helping NXT to book the AO Arena in Manchester.
Tickets for WWE events in Europe – now often showcasing homegrown wrestling talent as well as established US stars – are not cheap. For example tickets to the recent WWE Bash in Berlin started at $100 and can sell for as much as $1000 for premium seats
In the wider global context, the professional wrestling market was worth an approximate total of $5 billion in 2023. Some analysts predict its global expansion could see it surge to $7.5 billion by 2032.
That kind of growth will only see the sport’s global presence continue to benefit, bringing in new audiences and competitors to the scene.
Legendary European Wrestlers Back in the Limelight
Speaking of famous faces William Regal was (arguably) for a long time the face of British wrestling in America, with a storied career in the WWE including several title wins. Now retired from the ring, he is currently the Vice President of Global Talent Development at the leading professional wrestling promotion.
A new generation of European wrestlers have been inspired by Regal’s long US career to come through and forge a path from smaller regional promotions to the big American rosters.
Today wrestlers like Austrian Gunther (formerly Walter from wXw), Sheamus (from Ireland), or Englishmen Pete Dunne, Tyler Bate and Trent Seven have all made successful WWE careers for themselves.
Other big promotions are now directly working with European leagues, such as WWE’s five year sponsorship of NXT. Before AEW started working with promotions outside of the US, such international wrestling collaborations were not really on the cards very often.
Dunne, Bate and Seven wrestled for Progress Wrestling in the UK, before joining WWE after its collaboration with NXT. They eventually became the dominant British Strong Style tag team (now New Catch Republic), and at one point all three members were WWE champions.
A Big Future is Within the Grasp
European wrestling is a different game now, and the numbers bear that out. The professional wrestling landscape has fundamentally shifted, and Europe has become a proving ground for the industry’s evolution.
WWE Clash in Paris, Revolution Pro Wrestling and AEW’s Forbidden Door at London’s O2 Arena and the Bash in Berlin have all been big ticket wrestling events in Europe so far in 2025 – and things are only looking bigger going into the future.
With massive growth predicted for the global professional wrestling market across the next decade, European and global wrestling promotions are looking to be a bigger part of the scene than ever.
The days of Euro wrestling being limited to small-hall promotions are over. Yes, the ultimate goal for many of the biggest stars is still the US and the WWE.
But, right now, the path to global recognition for European talent is easier than its ever been, and large-scale home soil shows built by partnerships with the big brands are a key part of that.
