Report: 'Renewed Focus' On Pushing WWE NXT As A Third Brand

After a rocky time for the NXT brand, it looks as though WWE is finally wanting to take it seriously once again, with the likes of Nick Khan pushing to make it the defined third brand on WWE, much like it was previously in the black & gold era under Triple H.

NXT took a step back from having its own distinct identity with the birth of NXT 2.0, bringing in a spree of new names and signing less big independent stars, redefining what the brand was all about. It looks like at least from a business point of view, WWE wants to bring it back up to a stronger level like it was before. In the Wrestling Observer Newsletter, Dave Meltzer noted that more than one party wants to make NXT a touring brand.

“There is a renewed focus from Endeavor as well as Nick Khan on making NXT what was termed a sustainable third brand. The idea is to build up the ratings so they can get a good rights fee for the show and then NXT can be a money maker. The goal is to go back to what it was, running regular tours outside of Florida in 2,000 seat arenas and taping television on the road like Raw and Smackdown.”

The report went on to note that there was no timeframe to this, and that with there still being a desire to start up NXT Europe, there are a lot of different factors at play. Eventually though, the goal is to close the gap on AEW Dynamite.