Romy Glazer, who was part of the recent wave of cuts by Anthem Sports & Entertainment, has posted about the company’s growth over the past year.
Glazer served as a Fractional Marketing Executive at Anthem, joining the company last April and among last week’s cuts. The releases included Gail Kim, Ariel Shnerer, Rob Kligman, and Michael Shewchenko.
Posting on her website, Glazer outlined TNA’s marketing strategy during her period with the company and the results it netted.
She stated the company was averaging 500 fans for its television tapings in early 2024 and acknowledged the limitations of its television exposure on AXS TV, forcing TNA to find alternative methods to promote and grow.
We got to work in April 2024. Together our team created a comprehensive go-to-market plan that focused on:
Packaging and pricing exercises to ‘right-size’ the streaming service to meet fans where they were, how they wanted to consume content, and ways they interacted with one another.
Promoting TNA’s content and wrestling storylines to shift fan interest from historical moments to current events.
Driving sign-ups and live event ticket sales through various marketing channels (owned assets, social media, Google, Meta, TikTok, terrestrial TV, streaming TV, and unique marketing partnerships).
Building a test-and-learn approach to develop targeted, effective fan promotions.
Developing high-impact partnerships to grow TNA’s cultural cachet both within and outside its fandom (paid, collaborations, venues, creators).
Glazer stated how it leaned on the talent and was “the core of the brand’s appeal,” citing social media metrics for Nic Nemeth, The Hardys, Moose, AJ Francis, Mike Santana, JDC, Elijah, Ash by Elegance, and Alisha Edwards.
Beyond having a solid streaming partner in our corner that could handle high volumes of traffic to prepare, we also:
Moved iMPACT! from an on-demand time slot on TNA+ at 10pm ET to 8pm ET, coinciding with the AXS TV broadcast of TNA’s flagship show. This gave new and old fans globally a chance to watch in real-time with TNA’s limited distribution and second-screen with their friends across X, Reddit, and other communities.
Formalized a YouTube strategy aimed at allowing new fans to discover TNA for free through our channel, while focusing full-event experiences on TNA+ where an email address and first-party data was required to sign-up — building our email list, allowing us to market more effectively, and creating a flywheel around storylines where all roads lead to a fan being exposed to TNA programming.
Onboarded a vendor capable of responding to viral moments with immediately available merchandise, ensuring we could capture excitement and interest in real-time.
Among TNA’s major moments that drew attention on social media, she isolated Joe Hendry’s success online, Jordynne Grace appearing on NXT programming, and an Instagram post by John Cena featuring the WWE and TNA logos together.
Our modern marketing playbook helped take TNA to new record-breaking heights and in the discussion for the globe’s #2 wrestling promotion, all without major traditional US TV distribution.
100% subscriber growth of TNA+ in year one with a 4.55 all-in partnership LTV/CAC ratio in 2024 (users returned 4.55x the revenue to the partnership it cost to acquire them)
80%+ increase in live event attendance (TV tapings, TNA+ Live Specials and Pay-Per-Views)
500% email list growth (13M newsletters sent in less than a year)
High-profile brand partnerships (VitaCoco, BLCKSMTH)
Strategic media buys that contributed to eight consecutive live event sellouts in 2024-25, alongside a powerful existing PR, venue selection and local grassroots machine.
TNA drew over 4,000 to the Curtis Culwell Center in Garland, Texas, for the Genesis event this past January with Nic Nemeth vs. Joe Hendry in the main event.
The promotion has booked several major venues this year, including the Galen Center in Los Angeles for Rebellion on April 28, and the UBS Arena on Long Island for Slammiversary in July.
WrestleTix reports approximately 2,500 tickets have been distributed for Slammiversary with three months until the show.
Last December, Anthem named Carlos Silva as the president of its sports division to oversee TNA, Invicta FC, and The Fight Network.
