WWE is aggressively securing long-term contracts for top talents, focusing on Women's World Champion Liv Morgan, Women's Champion Nia Jax, and former champion Rhea Ripley. This strategic move aims to prevent these stars from joining rival promotions like AEW, especially amidst increasing competition and AEW's potential new TV rights deal. The company has already re-signed several key talents, including Sheamus, Randy Orton, and Seth Rollins. Ripley and Morgan's high-profile feud will culminate in a Women's World Title match at the upcoming Bad Blood pay-per-view, reflecting WWE's commitment to keeping them in central storylines. Nia Jax, who has been performing exceptionally since her return, is also being offered a new deal, recognizing her current status as WWE Women's Champion. This initiative highlights WWE's proactive approach to talent retention under new management and ownership changes.