Why Everybody Hates AEW’s New $60 NFL Lucha Masks

BusinessSportsMoneyWhy Everybody Hates AEW’s New $60 NFL Lucha MasksByAlfred Konuwa,Contributor.Forbes contributors publish independent expert analyses and insights. I write about men in tights & the billions they make for men in suits.Follow AuthorApr 27, 2026, 10:00am EDTAEW released officially licensed Lucha masks as part of a collaboration with the NFL. AEWAEW’s NFL Lucha Masks | Key PointsAEW’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.]”MORE FOR YOU“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...