AEW is always looking to get the word out about their company. This is the reason why The Young Bucks were so behind the idea of Shaq coming in for a program. The fact that AEW is on TNT has also helped them out in a big way.
WarnerMedia’s empire owns a lot of properties under their umbrella. B/R Live is one of the platforms that AEW works with as they stream the company’s pay-per-views. Shaq’s deal with WarnerMedia is also what has opened the door for his entrance into AEW.
TMZ has now started noting articles as “partnered with AEW.” This can be seen in the article below about Floyd Mayweather calling for people to stop mocking Nate Robinson for getting knocked out by Jake Paul at the Mike Tyson vs Roy Jones Jr. event.
It is interesting that they are getting this kind of attention, but AEW is likely to continue popping up in places where they might not be expected. TMZ has a lot of reach, much greater than AEW, so this kind of partnership could do big things for All Elite Wrestling.