The WWE career of John Cena has reached an interesting juncture. Recently turned 38-years-old, the long time darling of the WWE Universe has seen his star fall somewhat in the past year or so as fans complain of a stale character.
The WWE have responded accordingly in as much as Cena is currently nowhere near the heavyweight title picture and has most recently been helping to put over rising Superstar Kevin Owens.
The latest meeting between Cena and Owens, though, left some disappointment as the veteran came out victorious at Money in the Bank. And now, a new reports has revealed just why the WWE opted to back Cena for the win - the reason given explaining why John Cena's time in the limelight isn't up just yet.
According to Bryan Alvarez, speaking on Wrestling Observer Radio this week, one of the main factors that saw John Cena re-establish his authority over Kevin Owens at MITB was down to the WWE wanting to preserve the former's status outside of the ring.
Per Alvarez, the WWE had noticed a drop in John Cena merchandise sales as well as "lower Live Event ticket sales." With money making always at the center of any WWE decision they clearly felt dumping on Cena's character with an Owens victory for the United States Championship would be bad for business.
These claims back up previous reports that some in the WWE Creative team, in fear of the impact on Cena's reputation, were wary over how to play the Cena-Owens feud at Money in the Bank.
Cena may not be at his mid 00s peak in terms of popularity amongst WWE fans (particularly the internet community) but clearly the WWE still relies on his stature to bring in the dollars.
Only so long
How long that will continue remains to be seen but it is true that John Cena has won back some fans with his impressive work during the ongoing Kevin Owens feud.
But, whilst the veteran has been able to hang onto his U.S. title for now, there are strong signs that it won't last too much longer.
With reports that Kevin Owens is all set to drop his NXT title in the coming month that would leave him open to concentrate fully on knocking John Cena down another rung of the ladder. Whether he is allowed to do that by the powers that be could well be down to how the balance sheets look this summer, it seems.
WWE fans: Is John Cena still the most important Superstar in WWE, and should Kevin Owens get the title? Have your say in the comments below...