If you smell what The Rock is cooking, WWE’s new strategy might just be a game-changer. Recently, WWE filed for the trademark “Raw Vault”, which could signal a shift in how the company distributes its iconic content, especially in the wake of its transition from Peacock to Netflix in 2025.
For years, WWE fans have been able to enjoy classic matches and never-before-seen footage via platforms like Peacock and WWE’s YouTube channel, with the company’s vast library of content available for free or as part of a subscription. As Stone Cold Steve Austin would say, “Austin 3:16 says I just whooped your ass!”—and in WWE’s case, the company may be looking to stop giving away its historic gems without a price tag.
The filing of ‘Raw Vault’ suggests that WWE may be creating a new channel where classic content takes a backseat. By following in the footsteps of brands like Coca-Cola—who have successfully leveraged trademarks not just for protection but as revenue-generating tools—WWE can curate exclusive content, adding value to its historic matches and legendary moments while monetising nostalgia for its vast fanbase.
Instead of offering their entire library of historic matches and pay-per-views, WWE may limit what’s available on this new channel, making “Raw Vault” a more exclusive collection. It’s not just about “bringing the past to the present”; it’s about monetising the future, with less of that free content accessible to casual viewers.
Fans have grown accustomed to clicking through WWE’s YouTube channel or streaming on Peacock for access to iconic moments in WWE history, but it seems those days may be coming to an end. WWE’s shift to Netflix in 2025 will likely mean that classic content will be selectively available, with only select pay-per-views and a handful of historic matches being included on the new platform. As Triple H would say, “Time to play the game!”—and WWE’s game is about to change.
By trademarking “Raw Vault”, WWE is setting the stage to offer a more curated selection of old-school content, likely leaving some of their greatest matches behind. This could mean fans will have to turn to paid services to enjoy the full library they’ve come to love. For the fans, it may feel like “Rest in Peace” to the days of free and easy access to WWE’s classic vault of matches and legendary moments.
Either way, the filing of this trademark first just demonstrates how billion-dollar empires know how to avoid future pitfalls. “You can’t see me!”—but with the right trademark strategy, you’ll “know the answers”. At The Trademark Helpline, we were “born to succeed” in offering trademark guidance that’s affordable and accessible for all.
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