Without television to build to major programs right now, AEW is left with YouTube to promote big upcoming matches. To that end:
Spears started all this when he showed up at Fyter Fest after Cody Rhodes’ match against Darby Allin and hit him with an unprotected chair shot to the head. The chair, which was gimmicked, wrapped around Cody’s head wrong and ended up opening a cut that required 10 staples.
It was the source of great controversy coming out of the show, and AEW is clearly looking to capitalize on that, as they should be.