As in other professional wrestling promotions, WWE shows are not legitimate contests, but entertainment-based performance theater, featuring storyline-driven, scripted, and partially choreographed matches, though matches often include moves that can put performers at risk of injury, even death, if not performed correctly. This was first publicly acknowledged by WWE's owner Vince McMahon in 1989 to avoid taxes from athletic commissions. Since the 1980s, WWE publicly has branded its product as sports entertainment, acknowledging the product's roots in competitive sport and dramatic theater.