For nearly two decades, John Cena has been the poster boy for WWE—the chosen one, the one who carried the company on his back in the “PG Era.” Cena has been known to be a superhero to many, myself included, growing up and watching this man put a smile on the face of the WWE universe during my childhood. For the better part of the last eight years, Cena has become a part-timer as he has been making a career for himself in Hollywood. 

He would announce in 2024 his retirement tour for 2025. Fans believe he will inevitably win number 17, but at what cost?

Wrestling fans have been fantasy-booking this heel turn for years, and some believe he should’ve turned in 2012 after losing to the Rock at Wrestlemania 28. 

During an interview with Cena in 2024, he said, “We were ready to do it.” Also, in the same interview, the idea of John Cena and The Rock being heel together was brought up, and Cena said, “If you think about it, that is what is supposed to happen,” leaving the fans in shock as it was teased to us a year ago.

The unthinkable would happen with Cena turning heel on Cody Rhodes, the new poster boy for WWE, after he won the Elimination Chamber to set up the Wrestlemania 41 main event for the WWE Championship. Fans fantasized about booking this match since Jey Uso would eliminate Cena and win the Royal Rumble. 

Cena would go on to the press conference after the Royal Rumble and would say, “Me main eventing Wrestlemania and winning number 17 is what is best for business.”

Now, how is this best for business? Cena has cemented himself as the G.O.A.T of the last 20 years of professional wrestling. As time went on, the fans universally loved him as Cena would show up for short periods throughout the year. He would get the most cheers as he would be a mega-babyface. Some fans complain about how he would act too animated. That would all change when Cena fooled the entire WWE Universe after selling his soul to the Final Boss: The Rock.

Cena is a marketing campaign no matter what, and turning him heel at this time may have been genius by WWE creative. Fans have been critical that the build-up to Wrestlemania has not been nearly as exciting as Wrestlemania 40. Aside from Cena vs. Rhodes already looking like a good matchup on paper, with the two being outstanding in-ring performers, the heel turn makes the build-up that much more intriguing—potentially more intriguing than Wrestlemania 40. 

Fans will be locked into Raw and Smackdown weekly as Cena is not assigned to a brand but has announced 3 appearances for Raw overseas starting March 17th. Ratings will go up significantly, especially with Raw’s move to Netflix and Smackdown being 3 hours and streamed on Netflix outside the US. 

The story this provides is intriguing. Both fighters have different styles. Rhodes, at 39, relies on his athleticism against the 47-year-old Cena, who will rely on his strength and brawling ability to take down Rhodes. Turning Cena heel for this match also reciprocates the classic face-versus-heel showdowns that we are so used to in the past.

The biggest benefit will be the rise in viewership over the next month, with Cena having completed 3 of his 36 dates of 2025. Now, in March, Cena will be a weekly character on WWE TV, starting his next scheduled appearance on March 17th. Regardless of heel or face, John Cena will draw attention to the WWE universe. With Cena’s new heel persona to be unknown, all eyes will be on John Cena in his retirement tour, whether or not he will win number 17 as a heel or a face, and if that is what is best for business.