Wrestlepalooza Returns After 25 Years: WWE Revives a Forgotten Classic in Indianapolis

For the first time since the turn of the millennium, professional wrestling fans are getting a revival of one of WWE’s most intriguing brand experiments — Wrestlepalooza. Set for September 20, 2025, at Lucas Oil Stadium in Indianapolis, the event promises to be a spectacle of nostalgia, innovation, and business strategy as WWE brings back a show that hasn’t been staged since the year 2000.

A Forgotten Name Reborn

Wrestlepalooza was once WWE’s (then WWF’s) attempt to tap into the counterculture appeal of the late ’90s wrestling boom. At the time, it carried the flair of alternative branding, competing in spirit with ECW’s edgy tone and WCW’s supercard model. While it disappeared from the calendar after 2000, the name carried a cult following among longtime fans who saw it as a blend of music festival vibes and wrestling pageantry.

Now, WWE is dusting off the name for a new generation — but with a modern twist. Unlike the Attitude Era days, the 2025 edition will be built for a global audience, and more importantly, for the streaming age.

The ESPN Factor

One of the most notable aspects of Wrestlepalooza’s revival is how it plays into WWE’s expanding broadcast strategy. Earlier this year, WWE formally launched its partnership with ESPN+, a move that consolidates major live events under the Disney-backed platform. Wrestlepalooza will serve as one of the early test cases for whether this partnership can attract both casual sports fans and the die-hard WWE audience.

Industry insiders point out that ESPN is pushing wrestling content to showcase its breadth beyond traditional sports. By placing Wrestlepalooza in a major football stadium, and streaming it live through ESPN+, the event could help establish the new platform as the home for premium wrestling content.

What Fans Can Expect in Indianapolis

Lucas Oil Stadium, best known for hosting NFL games and Super Bowls, is being transformed into a wrestling arena for the night. WWE is expected to load the card with marquee names, including Roman Reigns, Cody Rhodes, Seth Rollins, and Bianca Belair. But the event is also rumored to feature surprise legends — a nod to the history of the brand.

Another point of intrigue: reports suggest that Wrestlepalooza may include crossover elements such as live music performances, echoing the festival-like approach of its original iteration. With Indianapolis already serving as a hub for major sporting events, WWE’s choice of city signals its intention to make Wrestlepalooza a hybrid entertainment experience.

Brand Significance

Why revive this brand now? Analysts say it’s partly about nostalgia, but mostly about product diversification. WWE already has its flagship events — WrestleMania, SummerSlam, Royal Rumble, and Survivor Series — but Wrestlepalooza allows them to create a fifth pillar event that can be branded around experimentation.

According to a report from Wrestling Observer, WWE executives believe Wrestlepalooza can capture an untapped audience by combining sport, entertainment, and festival culture. It could also become a recurring showcase for international markets if successful.

The Business of Wrestling in 2025

Professional wrestling has always thrived on reinvention. With AEW continuing to expand, and with WWE looking to maintain global dominance, events like Wrestlepalooza play a key role in keeping the product fresh. By reviving a dormant brand, WWE gains new merchandise opportunities, new streaming hooks, and a way to re-engage fans who remember the boom years of wrestling.

It also ties neatly into WWE’s broader push to align with major sports calendars. With WrestleMania typically landing in spring and SummerSlam in late summer, Wrestlepalooza’s September timing places it in prime position for early fall — just as football season kicks off, but before basketball and hockey dominate TV screens.

Looking Ahead

The stakes for Wrestlepalooza are high. If successful, the event could become an annual tradition once again, carving out its own legacy alongside WWE’s other tentpoles. But beyond the business side, the return of Wrestlepalooza represents something more personal for fans: the feeling that wrestling history is alive, and that even forgotten brands can make a roaring comeback.

As WWE sets the stage in Indianapolis, the question becomes whether Wrestlepalooza will live up to its cult reputation — or surpass it in the modern era. One thing is certain: wrestling fans around the world will be watching.