The WWE (formerly the WWF) is known around the world as the home of wrestling and can take credit for spreading the popularity of the sport. Although wrestling, in its many forms, is centuries old, it was the then-WWF that used the power of television and pay-per-view events to cement wrestling into the public consciousness.
But in Mexico, wrestling is something so much more than a global media and entertainment company. Lucha Libre is steeped in tradition, and it could be argued that it imbues the culture of Mexico itself. The big WrestleMania events may get the most media attention and even command their own markets on all the best apuestas deportivas in the USA, but Lucha Libre is a way of life.
There has always been interest in Lucha Libre in the US and beyond, but it is only in recent years that its influence has really begun to show. American wrestling promotions have been keen to incorporate the Lucha Libre style in their events, and that has grown the audience for the authentic Mexican wrestling experience. Its influence only continues to grow.
Style and Performance
It is hardly surprising that US wrestling fans – and the promotions companies tasked with selling tickets to the big events – have looked to Lucha Libre for influence. Wrestling is, at its very core, a story of good vs. bad in the ring, but the way that Lucha Libre tells that story has always been more of a show.
The high-flying acrobatic moves and aerial dives have been well-loved in Mexico for generations and, while US audiences have always enjoyed their own dramatic styles, the color, passion, and daredevil maneuvers of the luchadors have really taken off in the US. The speed of the matches has also influenced how US wrestling fans enjoy the entertainment.
The Masks and Identity
The public face of Lucha Libre (for want of a better term) is the masks. Although WWE, in particular, have always been very keen for its wrestlers to wear costumes and develop a distinct brand, the masks and capes of the luchadors in Mexico have always had a more authentic feel, even though they are still spectacularly colorful and extravagant.
US wrestling audiences have had to be schooled on just how important the mask is to Lucha Libre and what it represents. It is the entire identity of the wrestler, and when the true identity is not known by the public, the mask becomes an even bigger symbol. That kind of character development is something that US wrestling has been trying to do well for decades, and learning this way of brand-building from Mexico has been an important step in the evolution of WWE.
Big Name Wrestlers
Successful global companies and businesses, in any industry, have always controlled markets by taking an idea from others, repackaging it for their home audience, and selling it as their own. That has also been the case with wrestling – to an extent – but even WWE and other US promotions have realized that the paying public wants the real deal. And that has meant that authentic Mexican luchadors have become household names in the US.
Rey Mysterio is probably the most widely known Mexican wrestler to cross over into the US market, although there are plenty of others who have also been successful. It has also been noticeable that US-born wrestlers have taken up the styles of luchadors, further influencing the entire system in the US.
Cultural Importance
There have been accusations in the past that WWE has not always promoted Latinos in the best way. There was recognition by those in charge that Lucha Libre was a style that could help the promotion – and be even more important in relation to some of the others, such as WCW and ECW – but an almost watered-down version was the result.
But the power and attraction of Lucha Libre could not be ignored. The WWE were quick to realize that its fans were crying out for more Lucha Libre. It is not just the masks and characters that have now become part of the promotion, it is the stories, fight styles and overall drama that have been accepted into the US wrestling scene.
Figure 2 US audiences love the style of Lucha Libre – Source: Unsplash
The Acquisition of AAA and the Future
The move by the WWE in April 2025 to acquire AAA, arguably the biggest Mexican wrestling promotion company, is perhaps the biggest example of how much US wrestling has recognized the influence of Lucha Libre. Bringing the wrestlers and characters under a bigger umbrella shows just how much influence they were having on the sport in the US.
It remains to be seen just how much further influence AAA will have on WWE, or whether it will act as more of a sidearm to the main show. If WWE want it to be a success, it should understand that US audiences – and not just the Latino demographic – love Lucha Libre and the style of wrestling it brings. What is true is that Lucha Libre is having a huge effect on US wrestling, with WWE and other promotions. The culture of Mexican wrestling has been making inroads for years, but it is now playing a far more central part in the sport. That influence should now only grow and introduce the culture to even more people worldwide. Lucha Libre now involves people from all over the world, and US wrestling is going to benefit from its incredible popularity.
