A new report reveals that WWE is set to lose millions of dollars when John Cena retires tonight at Saturday Night’s Main Event.
Sport Finance Expert Dr. Rob Wilson recently spoke with Vegas Insider. They discussed John Cena’s WWE retirement and what it will mean for the company in the months ahead.
According to Wilson, Cena is currently worth $80 million. And his full-time return to Hollywood can balloon that figure towards $150 million.
“John Cena is currently worth around $80 million, primarily through WWE earnings, acting roles, and brand partnerships,” Rob Wilson said. “A full shift into Hollywood should push that towards $120-150 million over the longer term if he continues securing franchise or streaming projects. He will not match The Rock’s commercial scale, but his value will grow.”
While Cena’s value will go up in 2026, Wilson warns that WWE will lose anywhere between $40 to $70 million due to his absence following Saturday Night’s Main Event.
“Cena remains a high-impact performer for peak events such as major international tours and premium live shows,” Rob Wilson said. “His absence from regular competition likely reduces the company’s revenue upside by roughly $40-70 million per year, though his ambassadorial presence helps retain some brand influence.”
John Cena will compete in his final match later this evening against former World Heavyweight Champion Gunther at Saturday Night’s Main Event. The match is scheduled to close the show.
WrestleZone will have live coverage of WWE Saturday Night’s Main Event later this evening.
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What do you make of Rob Wilson’s comments? Do you think John Cena’s retirement will be detrimental to WWE’s bottom line in 2026? Let us know your overall thoughts by sounding off in the comments section below.
