WWE is exploring new ways to maximize its non-televised live events, which have taken on a bigger role in the company’s schedule throughout 2026.
According to Fightful Select, one approach involves creating moments designed to generate buzz on social media. The company isn’t only looking for big spots or happenings specifically planned to go viral, but also simple interactions between talent that can be posted afterward as digital content.
The push is part of a broader effort to extract more value from house shows. Sean Ross Sapp reported in July that the events have been running at a profitable level while also giving talent more reps in the ring.
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10:44 PM · Aug 22, 2026A recent example came at the August 20 WWE Summer Tour stop in London, Ontario. Ricky Saints taunted Danhausen, Kevin Owens showed up and defeated Saints, and Danhausen followed up with a Reverse DDT after the match. That same night, CM Punk, Cody Rhodes, and Gunther worked a Triple Threat Match for the Undisputed WWE Championship.
Similar moments played out at the August 13 show in Manchester, New Hampshire. Kevin Owens called Danhausen to the ring after defeating The Miz and hit him with a Stunner to send a message to CM Punk. Cody Rhodes also stayed in the ring after the main event, talking with fans and handing a piece of the table used in the match to a kid.
WWE ramped up its house show schedule this summer as a test. It was previously reported that the tour’s financial performance and the physical condition of talent would be the deciding factors in whether the company expands the schedule into the winter.