Jeremy Borash Is Reshaping WWE’s Global Strategy — From WCW to Now AAA, He’s Done It All

WWE’s blockbuster acquisition of Lucha Libre AAA wasn't just corporate news — it’s a bold, strategic move that’s already been shaking up the wrestling landscape. And leading the charge is none other than Jeremy Borash, now serving as Director of Latin America for the newly acquired promotion. Sources say Borash is the official point man between WWE and AAA as both companies move toward deeper creative collaboration.

Despite this major new role, Borash hasn’t stepped away from his day job. His official X (formerly Twitter) profile still lists him as Vice President of Content & Development at WWE — a position he’s held for years. That tells us everything we need to know: Borash isn’t leaving WWE. If anything, he’s expanding his reach.

At this point, WWE hasn’t made an official statement about his role with AAA, but the writing’s on the wall. Borash is helping steer the ship for WWE’s Latin American ambitions while staying firmly rooted in the company’s creative machine. It’s not a demotion or a reshuffling — it’s a project-level power play, and it shows just how much trust WWE leadership has in him.

According to the latest report from the Wrestling Observer Newsletter, Borash has already begun initiating dialogue with top lucha talent and industry insiders to prepare for his new international responsibilities. The report also confirmed Pete Dunne is working behind the scenes at AAA, recently stepping up to fill in for the injured Chad Gable after observing crowd reactions to El Grande Americano.

The announcement coincides with AAA's build toward TripleMania XXXIII, where El Hijo del Vikingo will defend the AAA Mega Championship in a high-stakes Fatal Four-Way against Dominik Mysterio, Dragon Lee, and El Grande Americano. Borash himself confirmed the show will stream for free on YouTube with both English and Spanish commentary—a strong sign WWE and AAA are aiming for broader global viewership.

🔍 Who is Jeremy Borash? A Deep Cut for the Real Ones

If you’re new to the name Jeremy Borash, here’s the rundown:

• 🎤 WCW Era (1999–2001): Borash made his mark during the Monday Night Wars, first with WCW Live!, which became the most listened-to streaming audio show in the world at the time. By late 1999, he had joined WCW full-time as a head writer for Nitro and Thunder, later appearing on TV as Vince Russo’s stooge—memorably attacked by Goldberg at the Cow Palace in San Francisco. Oh, and he tried to save the late, great Bob Ryder on Nitro from Tank Abbott once, he showed heart but Tank showed no love.
• 💥 TNA/Impact Wrestling (2002–2018): As one of the pillars of TNA Wrestling, Borash worked in production, creative, and commentary. In 2017, he became the lead play-by-play announcer and even wrestled at Slammiversary alongside Abyss. He also produced a self-shot documentary on ECW, which he credits with reigniting his passion for the industry.
• 🧠 WWE (2018–Present): Since joining WWE, Borash has played a key creative role, especially in NXT. He directed the Boneyard Match at WrestleMania 36, hailed as the 2020 WWE Match of the Year, and currently holds (or held, if this position is finalized for AAA) the title of Senior Director of Content and Development, working alongside Shawn Michaels.

Borash’s decades-long resume in the wrestling industry makes him a natural fit to lead WWE’s international ventures, especially in the high-energy, storytelling-rich world of lucha libre. He will be working closely with Konnan and Hector “Moody Jack” Melendez. 

🧠 Wrestling.news | Backstage Take

Borash isn’t just filling a position—he’s shaping the future of WWE's further global expansion. With deep roots in WCW, TNA, and WWE/NXT, Borash understands both the spectacle and the grind of global wrestling. His role in AAA is likely to set the tone for a long-term WWE influence south of the border.

And if TripleMania is the blueprint? Expect WWE’s fingerprints and eventually, its superstars to be all over AAA’s major shows. This isn’t just a partnership. It’s a carefully calculated global brand move, and Borash is the quiet architect behind the scenes. From everyone at Wrestling.news we send our congratulations to Jeremy on his always continuing path forward in the professional wrestling industry. We, still laugh at the old WCW clips and the good times from WCW Live!

#WWENews # LuchaLibreAAA