Tony Khan Takes Ice Bucket Challenge For AEW’s Rebel

Tony Khan has taken up Sting’s Ice Bucket Challenge, dumping a bucket of ice water over his head in support of AEW ring announcer Rebel (Tanea Brooks) and the broader push to raise awareness for ALS.

Footage of the AEW President completing the challenge was shared through the Jacksonville Jaguars’ social media accounts, with the Khan family’s NFL franchise also using the moment to spotlight AEW’s upcoming Rebel Heart initiative. As part of that campaign, AEW will present a special edition of Dynamite called Rebel Heart on September 9 in Athens, Georgia. The show will double as a fundraiser, with AEW making donations to both I Am ALS and the Team Gleason Foundation to support ALS research and advocacy work.

After finishing his own ice-water dousing, Khan kept the challenge rolling by nominating Jaguars head coach Liam Coen, general manager James Gladstone, and team executive Tony Boselli to take part next.

The Ice Bucket Challenge originally exploded into a global phenomenon in the 2010s as a way to raise money and awareness for ALS. Its recent resurgence has been driven largely by Rebel herself alongside NFL Hall of Famer Chris Johnson, both of whom are living with the disease and have used the challenge to keep the conversation going. ALS is a progressive neurological disorder that attacks the nerve cells controlling muscle movement, eventually robbing patients of the ability to walk, speak, eat, and breathe unaided.

Rebel has been candid that a cure likely won’t arrive in time to change her own prognosis, but she’s made it her mission to push for research and funding that could help future patients. Her partnership with the advocacy group I Am ALS has become central to that effort, and she’s expected to appear live when AEW’s Rebel Heart Dynamite airs on September 9.

What’s notable here is how AEW has folded a deeply personal story into its programming without losing sight of the human stakes involved. Rebel has long been a fixture of AEW’s presentation, and the promotion’s willingness to build an entire Dynamite around her advocacy — complete with real donations to ALS research organizations — speaks to how much goodwill she’s built within the AEW locker room and fan base. Sting’s decision to kick off the challenge and pull Khan into it only adds to the sense that this is a company-wide effort rather than a one-off gesture.

With Coen, Gladstone, and Boselli now nominated, expect the challenge to keep spreading through Jaguars and AEW circles in the run-up to September 9. For now, all eyes turn toward Athens, where Rebel Heart promises to be as much about honoring Rebel’s fight as it is about the wrestling on the card.

Approximately 1 in 300 people will develop ALS in their lifetime. In support of @RebelTanea and all those affected, @TonyKhan accepts the #IceBucketChallenge & nominates Coach Coen, James Gladstone, and Tony Boselli 🧊@AEWTogether | @AEW pic.twitter.com/9MPFzNoquv

— Jacksonville Jaguars (@Jaguars) July 31, 2026