In a power play that blends two worlds of adrenaline, athleticism, and atmosphere, WWE and the Big 12 Conference are rewriting the rulebook on sports entertainment synergy. In a stunning expansion of their multi-faceted partnership, WWE’s flagship program Friday Night SmackDown will now emanate from Big 12 football markets throughout the 2025 season, aligning with key moments on the college football calendar.
The seismic announcement, dropped on July 9, sees TKO Group Holdings (NYSE: TKO) and the Big 12 elevate their collaboration to global proportions—literally. The first SmackDown under this new vision won’t be stateside. Instead, WWE takes its spectacle across the Atlantic to the 3Arena in Dublin, Ireland, on Friday, August 22—strategically staged one night before the Aer Lingus College Football Classic featuring Iowa State vs. Kansas State at Dublin’s iconic Aviva Stadium.
This move is more than just strategic branding—it’s a cultural collision. WWE, a global juggernaut of sports entertainment, will now be setting the tone for Big 12 football weekends, creating a hybrid event experience that’s both electric and unprecedented. For the fans, it’s a weekend doubleheader of passion: storylines collide in the squared circle Friday night, and rivalries clash on the gridiron come Saturday.
A Season of Spectacle: Full Dates Announced
Following the international curtain-raiser in Dublin, WWE SmackDown will continue to ride the wave of collegiate fervor, broadcasting from key Big 12 markets ahead of marquee matchups:
- Friday, August 22 – SmackDown at 3Arena in Dublin, Ireland
(Iowa State vs. Kansas State on Saturday, August 23 at Aviva Stadium) - Friday, October 3 – SmackDown at Heritage Bank Center in Cincinnati, Ohio
(Iowa State at Cincinnati on Saturday, October 4) - Friday, October 24 – SmackDown at Mullet Arena in Tempe, Arizona
(Houston at Arizona State on Saturday, October 25) - Friday, October 31 – SmackDown at Delta Center in Salt Lake City, Utah
(Cincinnati at Utah on Saturday, November 1)
Each stop along this road map to revolution brings WWE face-to-face with passionate college towns and fanbases known for their loyalty, intensity, and pageantry—values that align squarely with the WWE Universe.
Why This Matters
This isn’t just about logistics—it’s about legacy. The Big 12 celebrates its 30th year of football in 2025, and WWE is threading itself into the very fabric of that tradition. It’s an alliance that plays to both companies’ strengths: the spectacle of WWE’s storytelling and athleticism, and the collegiate pride and high-stakes drama of Big 12 football.
For WWE, it’s a masterstroke in global expansion and demographic outreach. For the Big 12, it’s a bold embrace of pop culture and fan engagement, one that positions its brand in front of millions of weekly WWE viewers on FOX and streaming platforms around the world.
Final Bell
WWE and the Big 12 are no strangers to bold moves—but this partnership is a paradigm shift. It’s not just a crossover event; it’s a shared stage where hard-hitting drama meets high-stakes competition, where chants of “This is awesome!” and college fight songs are echoing in harmony. Whether you’re a die-hard member of the WWE Universe or a loyal supporter of your alma mater, the message is clear:
This fall, Friday night lights meet Friday night fights.
And both are unmissable.
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