At the time of his purchase of the World Wrestling Federation, professional wrestling was a business run by regional offices; and the various promoters shared an understanding that they would not invade each other’s territories, as this practice had gone on undeterred for decades. Vince McMahon Jr. had a different vision of what the industry could become, and one of his first actions as WWF owner was to secede from the
National Wrestling Alliance, which was the governing body for all the regional territories. McMahon also preferred a shift in the business from one of perceived violence to exaggerated storylines that attracted mainstream audiences; and he coined the term “sports entertainment” as a way to separate his product from his more traditional counterparts.
He began expanding the company nationally by promoting in areas outside of the company's Northeast U.S. stomping grounds and by signing talent from other companies such as the
American Wrestling Association (AWA) for instance. In 1984, he recruited
Hulk Hogan to be the WWF’s charismatic new megastar, and the two quickly drew the ire of industry peers as the promotion began traveling and broadcasting into rival territories. Nevertheless, McMahon (who still also fronted as the WWF’s squeaky clean babyface announcer) was fearless in the face of opposition; and he created
The Rock 'n' Wrestling Connection by incorporating pop music stars into wrestling storylines. As a result, the WWF was able to expand its fanbase into a national mainstream audience as the promotion was featured heavily on
MTV programming. McMahon was planting the seeds for an industry explosion; on
March 31,
1985, he promoted the first
WrestleMania to be held at
Madison Square Garden while airing on closed circuit TV throughout the U.S. Though WrestleMania was not the sport’s first supercard, McMahon looked to break the industry mold when he stacked the internationally-promoted event with celebrities, including
Mr. T,
Cyndi Lauper,
Muhammad Ali,
Billy Martin,
Liberace, and
The Rockettes in an attempt to gain unprecedented publicity for the WWF. McMahon poured most of his funds into marketing the event, thus risking everything in an attempt for unbridled dominance; and in spite of several sabotage efforts by rivals, WrestleMania was an undisputed success. As a result, the WWF thus stood head and shoulders above all its competition, and Hulk Hogan soon became a full-fledged pop-culture icon and child role model.
This led to what has been considered a "Golden Age of Wrestling" with WWF seeing increased mainstream exposure, TV ratings, and house show gates all throughout the rest of the decade. During the late 1980s, McMahon shaped the WWF into a unique sports entertainment brand that reached out to family audiences while attracting fans who had never before paid attention to pro wrestling. However, it was McMahon’s introduction of closed-circuit technology and pay-per-view television that would establish his reputation as a marketing visionary. By directing his storylines towards highly-publicized supercards, McMahon initiated a brand-new revenue stream by promoting these events live on PPV television, a concept that would completely revolutionize event programming for all sports while catapulting the WWF into a multi-million dollar empire. Before long, WWF's
Saturday Night's Main Event even occasionally supplanted
Saturday Night Live in several highly-rated
NBC broadcasts; and in 1987, McMahon drew nearly 100,000 fans to the
Pontiac Silverdome for
WrestleMania III, which featured the blockbuster main event of
Hulk Hogan vs.
André the Giant.