WWE’s New Pricing Strategy Under Fire As Elimination Chamber Fails To Sell Out

WWE’s business model has shifted significantly in recent years, and that evolution may now be creating unexpected challenges as the road to WrestleMania 42 intensifies.

Since TKO acquired WWE, ticket pricing has become increasingly aligned with a revenue-first philosophy. Rather than prioritising affordability to attract families and casual fans, the emphasis has shifted to maximising profit, a strategy that mirrors UFC’s premium pricing structure.

According to Dave Meltzer on Wrestling Observer Radio, that approach may be impacting sales for upcoming major events.

WWE Elimination Chamber is scheduled for February 28, 2026, in Chicago, a show positioned as a key stepping stone towards WrestleMania 42, particularly with its world championship implications. Despite hometown star CM Punk and the traditionally strong appeal of the Chamber stipulation, Meltzer noted that the event had not sold out.

“They’re not sold out in Chicago, actually,” Meltzer said. “Somebody who’s in business from Chicago who wrote me this morning and basically just said, because I thought this thing would sell out. You got Punk, you got the Chamber, WWE pay-per-views are hot, people are willing to spend a lot of money. And, basically, the guy was saying, ‘Look, for one ticket in the two hundreds, it’s going to cost me like $658,’ and he’s like, ‘It’s just not worth it.’”

Meltzer suggested that the issue is not a lack of interest in the product itself, but rather the price point attached to attending live.

What Did Dave Meltzer Say About WWE’s Poor WrestleMania 42 Ticket Sales?

Dave Meltzer also addressed the current ticket situation for WrestleMania 42. According to Meltzer, WWE recently offered a 25 per cent discount promotion, yet the move did not result in a substantial surge in sales.

“Now, the one thing about Mania is that they did that 25% off weekend, and they didn’t move tickets. Even at 25% off, those are high tickets. They took 25% off, and they didn’t move any,” Meltzer said.

He added that while WWE will likely still draw an announced crowd in the 60,000 range, the real attendance could be closer to 50,000 per night. Meltzer attributed the situation to comparisons being drawn internally to UFC’s pricing power.

“They’ve got carried away with ticket prices because of what they can charge for UFC and TKO’s going ‘Look what we can charge for UFC’, but it’s just a different audience and a different mentality.’”

Elimination Chamber takes place this Saturday, and if the show fails to sell out despite the draws of CM Punk returning to Chicago and two major Chamber matches, it could be an indicator of whether WrestleMania 42 will sell out.