ESPN's financial expert Michele Steele tweeted on Tuesday that John Cena was worth $106 million in retail value to WWE in 2011.
No further details were given to explain Cena's direct impact on WWE's business. It is speculated that the figure likely includes John Cena merchandise and an estimate of Cena's impact on PPV buyrates, live event ticket sales and advertising revenue from WWE programming that features Cena.
When you see this number it puts in perspective when we hear about WWE's hesitation over the years to make John Cena a clear cut bad guy because of the worry they would lose money on him.
