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Former WWE President George Barrios is scheduled for a rare public appearance this weekend in support of his recently released book, Sometimes Wrong but Never in Doubt: How a Cuban Kid from Queens Transformed WWE.
Barrios will appear at Toy Stop NYC 2 for a signing from 11 a.m. to 1 p.m. local time on Sunday, September 20. The appearance was promoted as a rare opportunity to meet the former WWE executive, who is expected to sell copies of his new memoir during the event.
“Guest Announcement: Former WWE President George Barrios will be making a rare appearance to sell his new book. He will be appearing from 11 am-1 pm.”
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The signing gives wrestling fans, business readers and collectors in the New York area a chance to meet one of the most consequential corporate figures of WWE’s modern era. While Barrios was not an on-screen personality, he played a major role behind the scenes during a period in which WWE expanded its media operations, developed its direct-to-consumer strategy and ultimately entered a transformative chapter that led to its combination with UFC under the TKO banner.
For more background on this topic, read Netflix Replay Alters Roman Reigns Entrance During WWE Raw in Mexico City.
Barrios’ WWE Run Began as Chief Financial Officer
Barrios joined WWE in 2008 as the company’s Chief Financial Officer. His arrival came during a pivotal period for the promotion, which was continuing to grow beyond its identity as a traditional wrestling company and further establish itself as a global entertainment and media business.
In that role, Barrios was involved in WWE’s financial operations at a time when the company was navigating major changes in how sports and entertainment programming was distributed and consumed. WWE’s business included live events, television rights, merchandise, licensing, digital media and international expansion, making its executive structure particularly important as the industry moved further into streaming and evolving media-rights models.
Over time, Barrios became one of the best-known executives within WWE’s corporate leadership team. His profile rose considerably as WWE explored new ways to distribute its programming and build recurring revenue around its extensive library, premium live events and weekly television content.
Although fans primarily associate WWE with performers, creative developments and major events, the company’s corporate direction has long had an impact on the product’s larger future. Executives such as Barrios were part of the leadership group responsible for handling the financial and strategic side of an organization that operates on a global scale.
Co-President Role With Michelle Wilson
In 2018, Barrios became Co-President of WWE alongside Michelle Wilson. The shared leadership arrangement placed both executives in prominent positions within the company’s upper management structure.
Barrios and Wilson served as Co-Presidents from 2018 until 2020. Their tenure covered a period of substantial activity for WWE, including the continued emphasis on international business, media partnerships and the company’s efforts to adapt its content strategy in a changing entertainment marketplace.
The Co-President roles also made Barrios and Wilson especially visible to observers who followed WWE’s business dealings as closely as its in-ring programming. WWE had always been closely identified with Vince McMahon’s leadership, but the presence of top corporate executives in expanded roles reflected the scale and complexity of the organization’s operations.
For readers interested in the business history of professional wrestling, Barrios’ perspective is particularly notable because his career at WWE was rooted in the company’s executive side rather than its creative or talent departments. His memoir’s title, Sometimes Wrong but Never in Doubt, points to an account focused not only on WWE but also on his personal path from Queens and the decisions that shaped his professional career.
Departure in 2020 and Return During the Sale Process
Barrios’ first stint with WWE ended in January 2020, when he was fired by Vince McMahon. Wilson also departed the company at that time, closing a significant chapter for WWE’s executive leadership.
However, Barrios’ relationship with WWE did not end there. In 2023, he and Wilson returned to WWE’s Board of Directors at McMahon’s behest. Their return occurred early in a year that proved to be one of the most consequential in WWE history.
Barrios and Wilson rejoined the board as WWE moved toward an eventual sale. That process ultimately led to WWE being acquired by WME, followed by WWE’s merger with UFC under the TKO banner later in 2023.
The formation of TKO marked a new corporate era for WWE. After decades as a company closely controlled by the McMahon family, WWE became part of a larger publicly traded combat-sports and entertainment organization that also included UFC. The change altered the framework surrounding WWE’s business operations while the promotion continued to present its established television brands and premium live events.
Barrios’ return to the board during that period adds another layer to his WWE story. He was not simply a former executive reflecting on an earlier run with the company; he also had a role in the boardroom during the process that preceded WWE’s move into the TKO structure.
A Book Signing With Local Meaning
The location of the upcoming signing carries a natural connection to Barrios’ book and background. Its subtitle identifies him as “a Cuban Kid from Queens,” and the appearance at Toy Stop NYC 2 offers a home-area setting for a memoir centered on the journey that took him from Queens to the highest levels of WWE management.
Book signings are relatively uncommon opportunities for fans to interact directly with former WWE corporate leaders. Wrestlers, managers and personalities frequently participate in conventions, store appearances and autograph sessions, but senior executives generally make far fewer public appearances after leaving their day-to-day company positions.
That distinction makes Sunday’s event notable for an audience interested in the broader history of WWE. Barrios’ career touched several major phases of the company’s recent development: his 2008 arrival as CFO, his move into the Co-President role, his 2020 departure and his 2023 return to the board during the sale process.
For fans who followed WWE’s corporate developments through those years, the book may provide an opportunity to hear from a figure who experienced the company’s evolution from within its executive ranks. The memoir joins a long tradition of wrestling-related books, though its focus appears positioned around the business leadership side of the industry rather than the experiences of an in-ring performer.
Book Available in Multiple Formats
Sometimes Wrong but Never in Doubt: How a Cuban Kid from Queens Transformed WWE was released earlier in June. It is currently available through Amazon in Kindle, hardcover and audiobook formats.
The September 20 signing will run for two hours, from 11 a.m. until 1 p.m. local time. Those attending will have the chance to purchase the book in person while meeting Barrios during what has been billed as a rare appearance.
Regardless of where readers stand on the various corporate decisions made during Barrios’ WWE tenure, his place in the company’s recent history is undeniable. He was a key financial executive, a Co-President alongside Michelle Wilson and a board member during the process that culminated in WWE’s sale and its combination with UFC under TKO.
Sunday’s appearance offers a direct connection with an executive whose work unfolded largely away from WWE cameras but helped shape an era of major business change for the company.
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Darryl Polo
Darryl Polo is a passionate wrestling fan covering WWE, AEW, TNA and beyond. He loves great rivalries, breakout stars and the moments that keep fans talking long after the bell. How we work.