Former WCW booker Kevin Sullivan said of Sting's rivalry with Flair: "If I needed to draw a rating, Sting and Flair always drew. It was like and ". The "Clash of the Champions I" event in 1988, which aired opposite the WWF's WrestleMania IV and was headlined by Sting vs. Flair, generated a record-setting 5.6 rating on TBS. The pair also main-evented The Great American Bash 1990, which was the NWA's biggest pay-per-view success up to that point. Reflecting on Sting in the early 1990s, then-colleague Kevin Nash said: "There weren't many draws in WCW at that point, but he was one of them". Another of the company's bookers, Mike Graham, asserted that Sting was a television ratings success during the Monday Night Wars; he was highly profitable in 1997, being WCW's top merchandise seller (second only to the WWF's Steve Austin overall) and, versus Hollywood Hogan, headlining the biggest-grossing pay-per-view event in the company's history at Starrcade 1997. Sting went on to join the nWo Wolfpac stable, which dominated WCW's merchandise sales at events in mid 1998. Discussing Sting's entry into WWE in 2014, Kevin Nash said that he is "so valuable to the company as a trademark". On December 3, 2020, Pro Wrestling Tees owner Ryan Barkan stated that Sting's AEW t-shirt quickly broke the single day record for t-shirt sales.