Foley's New Era
Mick Foley Concludes 30-Year WWE Merchandising Deal, Joins AEW for New Opportunities
Anonymous
Key Points
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The WWE Legends merchandising deal formally expired this week, ending a 30-year relationship with WWE. Foley had previously indicated his distancing from WWE was tied to the company’s ties with President Donald Trump and his administration.
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Foley has already appeared as a host on AEW's Double or Nothing pre-show and has signed with AEW, signaling an on-screen role beyond merchandising.
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Foley has teased a forthcoming push of AEW merchandise and third-party collectibles, with announcements planned in the near future, expanding his footprint beyond WWE-era products.
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In a December post, Foley explicitly criticized WWE for “coddling a man so seemingly void of compassion as he marches our country towards autocracy,” referencing President Donald Trump and explaining his departure was about more than money.
Mick Foley's 30-year relationship with WWE officially ended on July 1, 2024, when his WWE Legends merchandising contract expired. Wrestling Inc reported that Foley announced the split on social media, thanking WWE's merchandise and marketing teams while confirming he will no longer be under contract with the company.
The timing is notable. Foley had already appeared as a host on AEW's Double or Nothing pre-show in May 2024, making his next destination clear. He framed the exit not as a bitter breakup but as a career evolution — one that happens to come with a political conscience attached.
Foley's Final WWE Check Was His Biggest in Years
In a video posted to Facebook, Foley said his last quarterly royalty check from WWE was one of the largest he had received in years. Wrestling News reported he praised the company's merchandising machine while announcing its end. He made clear he will still sign WWE memorabilia for fans. He is simply done with the exclusive contract that tied his likeness to the company.
A top-tier WWE Legends deal is estimated to be worth five to seven figures annually. WWE's consumer products division generates over $100 million per year, according to TKO Group Holdings filings. Foley was a cornerstone of that business — his Mankind, Cactus Jack, and Dude Love personas are among the most recognizable in the company's history.
Trump Ties Pushed Foley Toward the Exit Door
The split was not purely about money or opportunity. In December 2023, Foley published a statement criticizing WWE for, in his words, "coddling a man so seemingly void of compassion as he marches our country towards autocracy." He was referring to WWE's long ties with President Donald Trump, which date back to WrestleMania IV in 1988. Linda McMahon, the wife of former WWE chairman Vince McMahon, served in Trump's cabinet.
Foley first called on WWE to remove Trump from its Hall of Fame following the January 6, 2021 Capitol riots. When the company did not act, the rift grew. eWrestling News noted that Foley said this move was "about more than money" — framing it as a matter of personal integrity. He signaled as early as March 2024, on his podcast Foley Is Pod, that he would not renew his Legends deal.
AEW Lands One of Wrestling's Most Valuable Legacy Brands
Foley's appearance on the AEW Double or Nothing Buy-In pre-show in May 2024 was more than a cameo. It was a soft launch of his new role as an on-screen analyst and brand ambassador for the rival promotion. Tony Khan, AEW's founder and CEO, called Foley "a mountain of the industry" and said his arrival was "a massive win for AEW."
Wrestle View reported that Foley plans to announce new AEW-specific merchandise and third-party collectibles in the near future. Sites like Pro Wrestling Tees are expected to carry the new line. Wrestling industry analyst Dave Meltzer called Foley's exit a "symbolic blow" to WWE's grip on Attitude Era nostalgia, noting it could signal to other expiring Legends that AEW is a real option.
What WWE Loses — and What Stays Behind
WWE retains rights to the Mankind and Cactus Jack characters under trademark law. That means Foley's most iconic ring personas could still appear in future WWE 2K video games — but only as WWE-owned characters, not tied to Foley himself. His absence from future game rosters as an active participant is considered likely. AOL noted that Foley remains proud of his WWE legacy and stressed the split was amicable.
For AEW, the gain is clear. Foley brings instant credibility with fans who grew up in the late 1990s and early 2000s. His move tests a key question in wrestling today: can a legend build a thriving "third act" outside the WWE ecosystem? Based on the size of his final royalty check, his brand is as hot as ever — he's just taking it somewhere new.
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