AEW released officially licensed Lucha masks as part of a collaboration with the NFL.
AEW
AEW’s NFL Lucha Masks | Key Points
- AEW’s new NFL Lucha masks are getting poor reviews after debuting this past Thursday during the NFL Draft.
- Fans online are criticizing the masks for their generic and cheap design despite a steep price tag of $60.
- Pro wrestling consumption is as expensive as ever with the top two national wrestling companies price-gauging fans through high-priced merchandise, increased ticket prices and premium streaming services.
AEW’s new NFL masks are expensive in price, but early reviews suggest they’re cheap in presentation.
AEW recently announced a licensing agreement with the NFL, resulting in 32 officially licensed Lucha masks. The masks debuted this past Thursday to coincide with the 2026 NFL Draft. AEW president and CEO Tony Khan is also the chief football strategy officer with the Jacksonville Jaguars, owned by his father Shad Khan.
“I’ve always wanted the NFL and AEW to work together,” said Tony during a recent interview with Compas on the Beat. “These will be available for all 32 NFL teams. Starting the first night of the NFL draft, we will have these masks available on ShopAEW.com for all 32 teams.”
Despite the $60 price tag, many fans are already criticizing AEW for the plain, generic and—ironically—cheap mask design.
Top AEW sicko account—and possible Tony Khan burner—Drainmaker posted an announcement of the new masks directing fans to “BUY NOW ON SHOPAEW [sic.]”
“Damn I was excited but those look cheap as hell,” read the top comment. Similar backlash can be found across Twitter both in and out of comment sections from pro-AEW accounts.
“The bodega down the street from me got the same ones for 10$,” read the top comment in response to another pro-AEW account promoting the masks. Other comments included “Who is the market for these?” and “These look hella cheap.” Things didn’t get much better on AEW’s official X account, which became a lolcow communion for fans critical of AEW’s underwhelming new masks.
The top comment under AEW’s Lucha mask promotional video came from AEW star Anthony Bowens, who was apparently featured in the commercial under a 49ers mask. “The guy in the Niners mask is jacked AF, who is he?” Bowens joked. The next comment with the most likes read “That has to be the most laziest and ugliest masks I ever seen [sic.]” Ensuing comments referred to the masks as “goofy” and “generic.”
“AEW can sell the cheapest looking NFL masks, yet they couldn’t sell Penta and Rex Fenix masks…business man of the year,” read one viral comment.
Criticism of AEW’s masks is warranted due to its poor design and a very high price point, especially considering AEW’s attempts to position itself as a cheaper, more family friendly alternative to WWE. In reality, AEW is currently selling low-effort masks which are inferior to similar items available at a street vendor who sells them for less than half AEW’s price. AEW’s new masks look like they were designed by somebody outside of Lucha Libre culture only for Tony Khan to approve the first draft.
Fans React To AEW NFL Lucha Masks (NSFW Language)
The memeable masks debuted at or near the price of a full tank of gas in 2026. This during a time period where wrestling fans are being priced out more than ever by corporate wrestling. The polarizing WWE-TKO era gets the most flack for corporatizing the wrestling business—partly due to WWE’s own stars pushing this narrative on their own TV. But AEW is far from innocent in the time-honored tradition of promoters shaking down their superfans.
AEW recently announced a new service called MyAEW. The premium subscription service offers access to classic content and pay-per-views costs upwards of $119.99 annually. When packaged with its new overpriced street masks, AEW (which is owned by billionaires) is nothing more than a synonym for TKO.