WWE loses a massive media contract to AEW

JACKSONVILLE, Fla. -- All Elite Wrestling (AEW) and World Wrestling Entertainment (WWE) have been going at it every Wednesday. AEW's Dynamite faces off against WWE's developmental territory in NXT on what appears to be a Wednesday repeat of the Monday Night Wars: USA vs. TNT.
Since the debuts of both programs, AEW Dynamite has been dominating the rating wars. Chris Jericho recently took the opportunity to explain the demographics to the viewership, proclaiming himself as the Demo God.
So what's the latest blow to WWE?
WWE loses Sky Sports media deal to AEW
Kishan Prasad from Sportskeeda alludes to the news that WWE programming will no longer air on Sky Sports Italy. However, it has nothing to do with negotiations falling apart.
Prasad references the Wrestling Observer Newsletter, which states the network decided to part ways with the company after two decades. Sky Sports Italy alludes their reasoning to two reasons: the increasing broadcast rights costs to air the shows and declining viewership. Its parent company has ended their relationship for Germany, Austria, and the United Kingdom for similar reasons. Sky did express some interest in a deal renewal, but WWE turned it down.
What could further be a blow: the same network struck a media deal with AEW. The network will air AEW Dynamite every Friday night beginning July 31.
The rivalry between WWE and AEW is gradually picking up, with each promotion trying to outdo the other every week.

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