Latest on Lars Sullivan: Business as usual on European tour, sponsors comment

Lars Sullivan’s hateful online behavior from earlier this decade again surfaced this past week, and led to WWE issuing a statement on his behalf apologizing and saying he’s changed since posting racist, sexist and homophobic remarks from 2008 - 2013.

Many are wondering if that will be the end of the issue. Based on what we’ve seen over the past day or so... it’s hard to tell.

Sullivan appeared at WWE’s house shows in Dublin on Thurs., May 9, and Helsinki on Fri., May 10. He continuing his angle with R-Truth, hitting the Freak Accident during a celebratory dance break after Truth rolled up Andrade. On yesterday’s edition of Wrestling Observer Live, Bryan Alvarez also said that Lars “talked to Big E [and] I believe all of the members of The New Day,” presumably to apologize and clear the air after a tweet from E earlier this week signal boosted the reddit thread of Lars’ message board history. It was reiterated that WWE considers the whole thing a “dead issue”, and Lars’ booking proceeding as planned supports that.

Meanwhile, another reddit user reached out to Mars, makers of Snickers and one of WWE’s most valued advertising partners. It was reportedly pressure from Mars which led to the company dropping The Fabulous Moolah name from the WrestleMania Women’s Battle Royal after fans alerted the company to allegations she mistreated and abused her students and wrestlers as a trainer and promoter. The company replied to the fan’s email to their support department with:

“We learned of Lars Sullivan’s comments recently and share in your shock and disgust. As a values-based company, we find his behavior abhorrent and unacceptable. We have engaged the WWE to discuss this situation and seek to understand what actions they will take to swiftly address this matter.”

And while this actually predates Big E’s tweet, fans discovered the identity of at least one of the “many” backstage the injured New Day member said were aware of Lars history:

Will the public apology appease sponsors, and fans who might contact them? Can Lars’ reported backstage efforts mend fences with minorities and others in the locker room who find his past statements unacceptable?

We shall see.