Even his rivals insist that Steve Borden is one of the top ten most iconic characters in professional wrestling. Know more about his career and Steve Borden net worth.
Steve Borden, famously known as Sting, is one of the most unforgettable personalities in wrestling. But before he started wearing his signature face paint, Borden aspired to be a bodybuilder like 2017 World’s Strongest Man winner, United Kingdom’s Eddie Hall.
Aside from his active contract with All Elite Wrestling (AEW) promotions, Borden continues to work with World Wrestling Entertainment on the side. He also got involved in real estate, a profitable venture that keeps him occupied while away from the ring.
Steve Borden net worth as of this year is estimated at $8 million. The 62-year old athlete’s most recent appearance was part of AEW Dynamite Grand Slam event in September, 2022.
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Steve Borden – Short Bio
Steve Borden was born on March 20, 1959 in Omaha, Nebraska. Borden grew up interested in sports, played football and basketball through his high school years. When he got a little older, Borden was drawn to bodybuilding and tried to make a career out of it. But it all changed when he saw his first-ever World Wrestling Federation (WWF) event.
Borden didn’t know a thing about wrestling. His household didn’t own a television, so it’s safe to say that Borden’s only source of entertainment was playing sports outdoors.
All that changed when he was blown away after watching a WWF event in Los Angeles, California, where he saw Hulk Hogan, The Iron Sheik, The British Bulldogs, André the Giant, and others perform.
Continental Wrestling Association
He made his debut on Continental Wrestling Association (CWA) in 1985, under the screen name “Flash” alongside James Hellwig, who later became one of WWF’s fan-favorites, The Ultimate Warrior. The pair was originally part of a four-person team called Power Team USA, formed under an independent All-California Championship Wrestling company.
Borden and Hellwig decided to relocate to Memphis, Tennessee, and take a chance with CWA. Unfortunately, things were still not going their way. After two managers and a year with the company, the duo’s career barely made any progress. So they decided to make another jump to Alexandria, Louisiana, to join Universal Wrestling Federation (UWF).
Universal Wrestling Federation
After switching to UWF, Borden and Hellwig joined Hotstuff & Hyatt International, a heel stable (a term that pertains to a group or faction that plays the role of villains) headed by “Hot Stuff” Eddie Gilbert and Missy Hyatt. Together with “Russian” wrestler Kortsia Korchenko.
This was when Borden switched his stage name to Sting, and Hellwig changed his to Rock. But before they could accomplish anything as tag-team partners, Hellwig left UWF in 1986 to join the World Wrestling Federation (WWF) and became the Ultimate Warrior.
Borden then formed a team with Eddie Gilbert, and they won two title matches together. They, unfortunately, lost it after Gilbert accidentally hit Sting with his boot during a title defense match. That led to an on-stage fallout between the two.
After that, Borden joined hands with Gilbert’s former partner, Rick Steiner.
But of course, this is all different behind the scenes. Gilbert let the young Borden in on a little secret that he was about to become a star. It meant that Borden proved that he had what it takes to rile up a huge crowd behind him and become the next big thing.
This was shown when the company changed ownership. Sting was initially set to win the UWF Television Championship belt, but the new management decided against it.
National Wrestling Alliance
It took a slight detour, but Borden’s career did take off just as Eddie Gilbert said. During the opening in July of 1987, NWA wasted no time promoting the 27-year old Borden as the company’s next potential superstar. Dusty Rhodes used the opening bout of Crockett’s first foray into pay-per-view, Starrcade ’87, to showcase the young wrestler.
Ric Flair Eternal Rivalry
Borden was a staple in major tag-team matches, but in 1988, his first solo move was to challenge Ric Flair for the NWA World Heavyweight Championship. This began the long feud between the wrestling veteran and the rookie that invoked tag-team matches against Flair’s stable, the Four Horsemen, triggering dramatic plot twists meant to rouse the audience.
Sting suffered numerous 1 vs. 1 losses against the cunning Ric Flair, but he managed to balance the story by winning against every other opponent especially in tag-team matches. His determination was a display that endeared him to spectators from all over the globe.
At this point, the promotion has successfully painted Borden as the newbie underdog to millions of wrestling fans worldwide. The Sting vs. Flair saga kept viewers at the edge of their seats, filling them with wonder and anticipation if Sting would rise like a glorious new champion.
To prolong the hype, NWA set Borden with in-between matches:
- Tag-Team Championship with Dusty Rhodes during Starrcade’88 on December 1988.
- NWA Television Championship June 1989 against Mike Rotundo at All Japan Pro Wrestling.
Finally, on July 7, 1990, after almost two years of runabouts, Sting won against Ric Flair at the Great American Bash. But his victory didn’t end the feud; it only escalated to a point where Flair would masquerade as a different persona to taunt Steve Borden.
Hulk Hogan was perhaps one of the best showmen in professional wrestling until Borden’s popularity started breezing through the ranks. In 1997, Borden headlined the highest net-gross on PPV events in the history of WCW history.
Hogan would do cross matches from WWF to WCW; they met in the ring as partners. This gave the viewers a lot to be excited about, each representative of their own promotional companies, so they decided to settle the rating war by starting another feud between Hogan and Sting.
The collaboration was a success. Ratings were through the roof, and money was pouring in. Unfortunately, politics and greed got the better of the people involved. Hogan cheated by bribing the referee to ruin the pin count.
Throughout the Hogan vs. Sting rivalry, Hulk Hogan has never officially beaten Sting in a match except for that one time when the pin count was botched. Their last WCW match in 2003 was also Hulk Hogan’s final televised match.
And despite the combined efforts of the wrestling stars and two of the biggest promoters in the industry, WCW ceased operations and was absorbed by WWF. It also meant the end of Sting’s contract.
Total Nonstop Action Wrestling
Steve Borden found his next home with TNA or Total Nonstop Action wrestling. He signed a contract with them in 2003, committing him to four promotional appearances.
Borden was matched up with Jeff Jarrett and started another feud. They fought in two out of his three appearances; other than that, Jarrett’s rivalry with Sting was nothing but smoke and mirrors.
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Steve Borden Net Worth – Frequently Asked Questions
How Much is Steve Borden Net Worth?
Steve Borden net worth is estimated at $8 million for the current year. He keeps himself busy with his real estate investments and collaborations with professional wrestling.
How Much Is Sting’s Salary?
He makes no less than $1 million annually and around $83,000 per month. Despite his age, his rare presence in professional wrestling is just as valuable as actively competing. Borden’s 1997 presence still marks as the highest-grossing PPV event in WCW history.
What is Sting Doing Now?
Sting is currently in league with AEW or All Elite Wrestling promotions. He still collaborates with WWE but refuses to sign with him because he’s not allowed to participate in matches there.
Steve Borden Net Worth – Final Thoughts
So is professional wrestling fake? Not entirely. The physical dangers and hardships are very pronounced in this brand of entertainment. Events and scenarios are primarily set up for promotional purposes, but “performers’ ‘ like Sting and Hulk Hogan have to meet specific criteria to be included in the company’s main event roster.
Aside from Steve Borden net worth, he was officially recognized as a legend in professional wrestling by being inducted into the WWE Hall of Fame in 2016, where he first announced his retirement.
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Marjolein Dilven is a journalist and founder of Spark Nomad, a travel platform, and Radical FIRE, a personal finance platform. Marjolein has a finance and economics background with a master’s in Finance. She has quit her job to travel the world, documenting her travels on Spark Nomad to help people plan their travels. Marjolein Dilven has written for publications like MSN, Associated Press, CNBC, Town News syndicate, and more.