Sting made his AEW debut on this week’s episode of Dynamite, Winter Is Coming. His debut certainly shocked the professional wrestling world and the timing was impeccable.
It seems him debuting this week was planned in advance. According to a report by The Wrestling Observer Newsletter, AEW timed Sting’s debut so that they could get a boost in Christmas sales.
Sting’s debut was very much designed to be there for Christmas season merchandising. Good signs on 12/3 was that the Impact web site crashed and Sting set a Pro Wrestling Tees all-time record for one day sales of any T-shirt in its history.
It is likely AEW’s merchandise sales will continue to increase thanks to this decision. We will have to see how the company will book Sting.
