Nick Khan Is The Reason CM Punk Returned To WWE
CM Punk returned to WWE for the first time in nearly 10 years in November, in a rumored yet surprising return at Survivor Series in Chicago.
On the surface, a return was logical.
Punk is one of the bigger needle movers in terms of merchandise and ticket sales within the wrestling industry. Rival promotion AEW had just terminated Punk in September (more on that in the preceding paragraphs). There were built-in rivalries for Punk ready-made on the current WWE roster, several of which could headline marquee events.
So, why was a return not inevitable?
Punk left WWE in 2014 on fractured terms. He has perpetually clashed with previous management. He sued a former WWE doctor named Christopher Amann and publicly accused the company of mishandling his prior injuries. Most notably, Punk had incited two backstage real-life brawls in the AEW locker room, for which he was fired.
As one source told OutKick in November, "Vince McMahon stopped Punk from returning pre-pandemic. With record business, why would he take the risk now?"
Hence, the surprise element of Punk's return.
But according to Punk, it wasn't McMahon – who has since stepped down from the company amid sex trafficking allegations – that ushered his return to the company.
It was WWE president Nick Khan.
Photo via WWE.
CM Punk appeared in an out-of-character interview for the first time since his WWE return this week. The interview didn't address several of the questions fans wondered – like why he accused the Young Bucks of leaking negative information to the press about him, the catalyst behind his melees that prompted his AEW exit and subsequent WWE return.
Then again, it was an interview with Ariel Helwani, whom UFC president Dana White rightfully refers to as the "slimiest sack of shit in media."
Still, the section of the interview in which Punk detailed the event that led to his return was quite interesting and previously unknown. Punk said if it weren't for Khan, he would never have returned to WWE.
For context, Khan previously led the sports media division at CAA. He was the Scott Boras of sports media, representing names like Colin Cowherd, Kirk Herbstreit, Skip Bayless, Adam Schefter, Paul Finebaum, Mike Greenberg and a guy I know a little bit named Clay Travis.
While at CAA, Khan negotiated rights deals for WWE. CAA repped Punk at that time to which Punk refers.
Come full circle, Khan leaves CAA for WWE in 2020 and anchors one of the more notable moments in wrestling over the past decade: CM Punk's return.
The leverage WWE has over Punk drowns out most of the would-be concerns. Khan understood the risk assessment of bringing in a figure whom drama follows.
Punk has no other options. Second-tier promotions like TNA, NWA, and New Japan do not have the reach or finances to make a partnership with Punk feasible.
In terms of star power, it's WWE or no one. If Punk stirs up drama this time around, the company can simply dismiss him. He'd fade into oblivion.
Punk is also incentivized to make it work with WWE. If his emotions blow this opportunity – in addition to WWE in 2014 and AEW in 2023 – his resume and legacy are shattered.
CM Punk photo via WWE.
CM Punk needs WWE.
WWE doesn't need CM Punk. At all.
Khan just negotiated record upcoming rights deals with Netflix and NBC Universal for Raw and SmackDown, respectively, prior to Punk's arrival.
For WWE, Punk is high upside with minimal risk.
Punk provides the company with another mainstream character to increase interest. Punk is a natural opponent for current stars in the company: Roman Reigns, Seth Rollins, Cody Rhodes and Drew McIntyre.
If Punk holds himself together, that's great for WWE. Those programs would help carry the current momentum of the company. If he doesn't, that's fine too. WWE is not reliant on CM Punk's star power, like previously.
All things considered, Punk's re-signing was an objective win for the company.
Previous leadership under McMahon did not make the move five years ago. Current leadership under Khan did.