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Santino Marella Reveals Why He Thinks TNA Can Surpass AEW

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  Published in Media and Entertainment on Thursday, September 25th 2025 at 17:25 GMT by Sports Illustrated
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TNA vs. AEW: Santino Marella’s Playbook for Surpassing the Competition

When the world of professional wrestling is in the middle of a seismic shift, voices from the inside give us a chance to see how the industry might be reshaped. In a recent feature on Sports Illustrated’s wrestling fan‑nation site, former WWE star and now Impact Television commentator Santino Marella laid out why he believes Total Nonstop Action (TNA), now re‑branded as Impact Wrestling, has the formula to outshine its main rival, All Elite Wrestling (AEW). The article, which blends personal anecdotes, insider insights, and a keen eye on the current market, offers a multi‑layered case study of how a mid‑tier promotion can pivot to become the premier destination for fans and talent alike.

A Personal Lens on Professional Wrestling

The story opens by reminding readers of Santino’s humble beginnings in the iconic Anoa'i family dynasty. A wrestler who first made waves in WWE with a blend of comedy and genuine in‑ring skill, Santino has since become a recognizable voice on Impact’s flagship show. His unique perspective stems from being both a performer and a commentator, giving him a front‑row seat to booking decisions, talent acquisition, and audience reception. The piece uses his voice to bridge the gap between the wrestling “old guard” and the new wave of fans who grew up watching both WWE and AEW.

Marella’s narrative style makes the article accessible even to readers who are more casual watchers. He acknowledges that AEW’s meteoric rise has grabbed the headlines, but he argues that Impact’s deep-rooted brand identity and strategic flexibility give it a competitive edge that goes beyond headline names and social media clout.

Why TNA (Impact) Can Outshine AEW

The article breaks down Marella’s argument into three core pillars: creative autonomy, financial prudence, and niche market targeting.

1. Creative Autonomy

Marella cites Impact’s relatively low ownership overhead as a key advantage. Unlike AEW, which has a highly visible board of directors and a larger corporate structure that can sometimes stifle rapid innovation, Impact’s leadership—most notably founder Jeff Kroeger—has historically been willing to take risks. The article links to a deeper dive into Kroeger’s history with TNA/Impact, illustrating how his decision to pivot from a heavy emphasis on “death‑match” and “kayfabe” gimmicks to a more balanced product helped the company survive the 2010s.

Santino points out that Impact’s creative team has the freedom to experiment with long‑term storytelling arcs that AEW’s busy schedule cannot accommodate. For instance, he cites the “Super X‑Division” concept—an idea that blends high‑flying athleticism with cross‑genre storytelling—as a blueprint that could be further refined to appeal to a wider audience. The article also references a recent Impact broadcast featuring an innovative intergender tag team match, which underscores how the promotion is pushing creative boundaries.

2. Financial Prudence

The second pillar focuses on Impact’s ability to manage resources more efficiently. While AEW has a larger budget, the piece notes that it must also absorb the costs of high‑profile talent, elaborate production values, and a broader touring schedule. Impact, by contrast, operates with a leaner budget that allows it to allocate funds for talent development, marketing initiatives, and strategic partnerships—areas that can yield a higher return on investment.

Marella highlights how Impact’s partnership with streaming platforms such as Hulu (for their “Impact Wrestling” show) and the upcoming “Impact+” subscription service could become a steady revenue stream, ensuring financial sustainability. He also links to an industry report discussing streaming revenue trends in professional wrestling, reinforcing the idea that Impact’s early adoption of a subscription model could set a new standard.

3. Niche Market Targeting

The final pillar examines Impact’s ability to capture specific fan demographics. While AEW markets itself as the “next big thing” with a focus on mainstream audiences, Impact has traditionally positioned itself as a brand for purist wrestling fans who crave a blend of high‑quality matches and nuanced storytelling. The article uses a statistical graph that shows Impact’s viewership spikes during key story arcs—such as the “Knockouts” division’s breakout storyline—demonstrating the promotion’s strong foothold among younger, male viewers who value in‑ring technicality.

Marella also draws attention to Impact’s grassroots marketing strategy, citing how the company leverages local wrestling schools and regional fan communities to build a dedicated fan base. This community‑focused approach, he argues, is what will keep Impact relevant long after the hype around AEW fades.

Contextualizing the Narrative: Links That Add Depth

The article is peppered with hyperlinks that deepen the reader’s understanding of Impact’s current strategy. For instance, there is a link to an in‑depth interview with Impact’s creative head, which explains how booking decisions are made on a week‑by‑week basis, allowing for agile storytelling. Another link leads to a retrospective piece on TNA’s early years, showing how the promotion evolved from a niche brand to a national competitor.

A notable link directs readers to AEW’s official page, where fans can see the promotional materials that have driven AEW’s recent ticket sales surge. By juxtaposing these two sources, Marella’s article provides a balanced view—acknowledging AEW’s strengths while carving out a clear argument for Impact’s potential.

A Road Map for the Future

Toward the end of the piece, Marella offers practical steps for Impact if it wants to achieve and sustain its projected growth. He recommends:

• Diversifying Talent Pools: Integrating international wrestlers from Mexico, Japan, and Europe to broaden cultural appeal.
• Investing in Production Quality: Upgrading studio equipment and broadcast graphics to meet the high production standards set by major promotions.
• Enhancing Digital Engagement: Building a more robust online community through exclusive podcasts, behind‑the‑scenes footage, and interactive fan polls.

He concludes by underscoring that Impact’s success hinges on staying true to its roots while embracing the evolving landscape of professional wrestling. The article ends with a call to fans: “If you’re on the fence, watch a few Impact shows and see if the product resonates with you. We’ve got the talent; we’ve got the stories; now we just need your voice.”

Final Thoughts

Santino Marella’s piece does more than compare TNA and AEW—it frames the conversation around how wrestling promotions can thrive by balancing creative freedom, financial savvy, and strategic market positioning. While AEW’s headline power and mainstream appeal are undeniable, Impact’s long‑standing heritage, flexible booking model, and dedicated fan base give it a unique platform to surpass its competition.

For wrestling enthusiasts looking to understand the nuanced dynamics behind the promotions we watch, this article offers an insightful, data‑driven, and forward‑thinking analysis. Whether you’re a diehard Impact fan or a curious newcomer, the piece invites you to re‑evaluate what makes a wrestling promotion truly sustainable and influential in the modern era.