Joe Hendry calls TNA, WWE partnership ‘the perfect example of business done right’

Thanks to his catchy songs and musical parodies, TNA’s Joe Hendry has become a viral hit in the pro wrestling world. But his popularity soared after making his NXT debut in June. As he keeps popping up on WWE’s third brand, Hendry is one of several wrestlers benefitting from WWE’s new policy for collaborating with other promotions.

Speaking with USA TODAY Sports, Hendry said, “This partnership between TNA wrestling and WWE has been the perfect example of business done right. Business done right is where every single party wins.”

So far, WWE’s alliance with TNA has proven fruitful for both sides. Bringing in TNA stars like Hendry and Jordynne Grace has revitalized NXT on Tuesday nights. And the timing is perfect as NXT prepares to move to the CW Network in October. Meanwhile, TNA has seen an uptick in interest and attendance. This year’s Slammiversary was TNA’s highest attendance in over ten years.

It’s a level of success that TNA failed to enjoy during its previous relationship with All Elite Wrestling. As Hendry told USA TODAY Sports, “The last time we did one of these crossovers or like working with another brand, it was very, very, very one-sided, in my opinion. I don’t think TNA saw benefits from it.”

WWE’s new strategy of teaming up with other wrestling groups is one of the many changes led by Chief Content Officer Paul “Triple H” Levesque. After SummerSlam, Levesque explained the benefits of working with companies like TNA and Pro Wrestling NOAH in Japan. For WWE, it allows developing talent training opportunities outside of the company vital for becoming an all-around performer. At the same time, wrestlers like Hendry get to hone their craft at WWE’s Performance Center, while TNA and NOAH enjoy promotion across WWE’s many platforms.

Speaking of Hendry, the Scottish superstar can earn an NXT title shot next week, as he’ll compete triple threat match against Wes Lee and Pete Dunne. The winner will meet NXT Champion Ethan Page at NXT’s next premium live event, No Mercy.