From 2012 to the present, the National Wrestling Alliance (NWA) underwent a significant transformation, striving to redefine its position in the wrestling world. Under new leadership, the NWA made moves to adapt to the evolving industry landscape, culminating in a full-fledged revival by the late 2010s.
2012-2017: The R. Bruce Tharpe Era and the Reorganization
New Leadership and Restructuring (2012-2013):
After R. Bruce Tharpe assumed control in 2012 following a legal battle, he began to centralize the NWA's operations. Tharpe aimed to revitalize the brand by asserting more control over the NWA's intellectual property and affiliations.
One of Tharpe’s first steps was renegotiating contracts with existing promotions and terminating affiliations that did not align with his vision for the NWA's future. This resulted in a reduction in the number of member promotions and a more streamlined organization.
Tharpe's strategy focused on rebuilding the NWA’s reputation, utilizing its historical significance, and exploring new markets, including Japan. He began forming partnerships with international promotions, most notably New Japan Pro Wrestling (NJPW).
NWA and New Japan Pro Wrestling Partnership (2013-2017):
The NWA entered into a partnership with NJPW, where the NWA World Heavyweight Championship and NWA World Tag Team Championship were featured prominently in NJPW events. Wrestlers like Rob Conway and Jax Dane defended the NWA titles in Japan, giving the championships international exposure.
This relationship brought some prestige back to the NWA, as its championships were defended in a major wrestling promotion once again. NJPW's support helped sustain the NWA during this period, but it was clear that the alliance needed to expand its own presence to grow beyond its dependency on other promotions.
Focus on Digital Platforms and New Ventures (2015-2017):
Tharpe’s NWA embraced digital platforms, including launching a YouTube channel to showcase matches, promos, and events from its affiliated promotions. This was a strategic move to reach a global audience at minimal cost.
The organization continued to sanction matches and events across its smaller affiliated promotions, but struggled to gain significant traction in the competitive landscape dominated by WWE and other national promotions like Impact Wrestling (formerly TNA) and Ring of Honor (ROH).
Sale of the NWA to Billy Corgan (2017):
In October 2017, the NWA was purchased by Billy Corgan, the frontman of the rock band The Smashing Pumpkins and a lifelong wrestling fan. Corgan had previously attempted to purchase Impact Wrestling and had a brief tenure as its president.
Corgan acquired the NWA’s trademarks, the rights to the NWA World Heavyweight Championship, and its legacy. This acquisition marked the beginning of a new era, with Corgan intending to turn the NWA into a modern, independent wrestling brand that would honor its historic roots while adapting to contemporary tastes.
2017-Present: The Billy Corgan Era and the Revival of the NWA
Rebranding and the Power of Nostalgia (2017-2019):
Under Corgan’s leadership, the NWA underwent a significant rebranding effort. The NWA slowly began to distance itself from its affiliation model and started building its own roster of talent.
In 2018, the NWA World Heavyweight Championship gained renewed attention when Nick Aldis (formerly known as Magnus in Impact Wrestling) won the title from Tim Storm. Aldis became a pivotal figure in the new NWA, defending the title across various independent promotions and building his reputation as a classic, old-school champion.
Corgan’s strategy emphasized nostalgia and tradition, focusing on restoring the prestige of the NWA’s titles and promoting a style of wrestling reminiscent of the NWA’s heyday in the 1980s.
Launch of "NWA Powerrr" (2019-2020):
In October 2019, the NWA debuted “NWA Powerrr,” a weekly studio wrestling show on YouTube. The program was a throwback to the classic studio wrestling shows of the 1970s and 1980s, featuring a small, intimate studio audience, straightforward promos, and a focus on in-ring competition.
"NWA Powerrr" quickly gained a cult following for its unique presentation, nostalgic aesthetic, and focus on traditional wrestling values. It provided a platform for new stars like Ricky Starks, Thunder Rosa, Eli Drake (now LA Knight in WWE), and established veterans like James Storm and Tim Storm.
The show’s success demonstrated that there was still an audience for the old-school style of professional wrestling that the NWA offered, creating a niche market for the promotion.
Pandemic Challenges and Adaptation (2020-2021):
In 2020, the COVID-19 pandemic forced the NWA to suspend its live events and halt production of "NWA Powerrr." During this period, several NWA talents, such as Thunder Rosa, were loaned out to other promotions, including All Elite Wrestling (AEW), which helped keep the NWA in the public eye.
The NWA returned to action in March 2021 with the pay-per-view "Back For The Attack," followed by the resumption of "NWA Powerrr," now on the FITE TV streaming service. The move to FITE TV marked a shift in the NWA’s strategy, aiming to monetize its content directly through pay-per-views and subscriptions.
Expansion of Programming and Partnerships (2021-Present):
In 2021 and 2022, the NWA continued to expand its programming, introducing new shows like "NWA USA," which focused on the NWA Junior Heavyweight Division, and special events like the NWA 73rd Anniversary Show and NWA EmPowerrr, an all-women’s wrestling pay-per-view.
The NWA also began to strengthen partnerships with other independent promotions and wrestling companies. The crossover appearances with AEW continued, and the NWA promoted joint events and championship defenses across multiple platforms.
Wrestlers like Trevor Murdoch, Matt Cardona (formerly Zack Ryder in WWE), Kamille, and Chris Adonis (formerly Chris Masters in WWE) became central figures in the NWA's current landscape.
Current Direction and Future Plans:
The NWA, under Corgan’s leadership, remains focused on its core principles: emphasizing traditional wrestling, storytelling, and character development. The company has continued to promote its unique brand of wrestling through live events, pay-per-views, and online content.
The NWA continues to adapt to the evolving wrestling world, maintaining a presence on digital platforms while working to build a fanbase through its distinctive style and connection to wrestling’s rich history.
Legacy and Future of the NWA (2012-Present):
Resurgence and Relevance:
Despite its challenges, the NWA has managed to carve out a niche in the wrestling world by embracing its heritage and catering to fans who appreciate a more traditional, straightforward approach to wrestling.
With a dedicated fanbase, a compelling roster of talent, and the continued vision of Billy Corgan, the NWA looks to maintain its relevance and grow its presence as a unique alternative to mainstream wrestling promotions.
Plans for the Future:
Corgan has expressed his desire to continue expanding the NWA's reach through more events, potential television deals, and digital content. The emphasis will likely remain on building the NWA’s brand identity around its storied history and the unique presentation style of "NWA Powerrr."
The NWA’s future will involve balancing its nostalgic appeal with the need to innovate and adapt to the constantly changing wrestling landscape, exploring new opportunities, partnerships, and platforms to ensure continued growth and success.
Conclusion:
The NWA has undergone a remarkable journey from near obscurity to a modern revival, demonstrating resilience and adaptability. Under Billy Corgan's leadership, the NWA has found a way to honor its past while carving out a distinct identity in today’s diverse wrestling ecosystem, standing as a testament to the enduring appeal of professional wrestling’s rich history.
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