It's no wonder WWE has kept the Universal Championship on Roman Reigns for over 400 days, as reports suggest 'The Tribal Chief' is breaking records with regards to merchandise sales.

WrestlingNews.co is reporting that WWE has been incredibly impressed with how Roman Reigns has performed as the company's top star since he returned in August 2020.

The report notes that Reigns is not only the top merchandise seller in WWE right now, but he's also the all-time merchandise seller amongst heels throughout WWE history.

The report goes on to say that Roman Reigns' merchandise sales are "at the level of John Cena", which is incredibly impressing considering Cena was only a babyface during his WWE run:

WWE management is said to be very happy with Reigns as a heel and he is the top merchandise seller. We were told that he is the all-time merchandise seller among top heel wrestlers in the history of the company. One source told us that his merchandise sales are at the level of John Cena and it’s more impressive because Cena sold a ton of merchandise as a babyface while Reigns is supposed to be a despised heel.

While Roman Reigns' job is to get fans to hate him, the fact that he's shifting so much merchandise will only be good news for the 36-year-old and WWE.

The fact that he's doing so well commercially means it's not too surprising that Reigns has been Universal Championship for over 400 days, with no sign of his reign ending anytime soon.

Speaking of Roman Reigns, the Universal Champion is set to defend his belt against Brock Lesnar at Crown Jewel in Saudi Arabia next week on October 21.

You can watch WWE Crown Jewel on October 21 live in the US on Peacock and in all other international markets on the WWE Network.