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World Wrestling Entertainment (WWE) is best known for its promotion of professional wrestling as sports entertainment. Today, World Wrestling Entertainment is an integrated media and entertainment company principally engaged in the development, production, and marketing of television programming, pay-per-view programming, and live events, and the licensing and sale of branded consumer products featuring the highly successful World Wrestling entertainment brand. As the WWE brand continues to grow, a strategic decision has been made to place a greater emphasis on the expansion of the WWE brand globally. This paper will present an overview of WWE from its beginnings as the WWWF (World Wide Wrestling Federation) to its recent decision to capitalize on the significant operating leverage of its business model through increase in its brand in markets throughout the world.


Originally published:

Shuart, Joshua A, and Peter A. Maresco. "World Wrestling Entertainment: Achieving Continued Growth And Market Penetration Through International Expansion." Sport Journal 9.4 (2006): 1.