Kenny Omega’s heel turn heading into AEW All In: London was partly his own decision, according to Dave Meltzer in the Wrestling Observer Newsletter.

Meltzer reports that Omega pushed harder into the villain role as his AEW World Championship showdown with Will Ospreay at Wembley Stadium drew closer.

Omega reportedly felt the match needed a clear babyface and heel dynamic, particularly with Ospreay wrestling in front of his home-country crowd.

The belief is that the match is being positioned to deliver a major crowning moment for Ospreay. Having Omega firmly established as the villain could make that moment hit even harder and potentially help the match stand the test of time.

AEW removed any doubt about Omega’s direction on Dynamite when he attacked Ospreay and drove him through a table with the One Winged Angel before delivering a deeply personal promo.

The tension had been building since AEW Redemption on July 26.

After Omega successfully defended the AEW World Championship against Kevin Knight, the Death Riders attacked him. Ospreay came to Omega’s aid and turned against Jon Moxley, refusing to place a plastic bag over Omega’s head.

Ospreay and Omega then shook hands, only for Omega to suddenly hit him with the One Winged Angel.

AEW initially left fans wondering exactly where Omega stood, but his attack on Dynamite made his intentions clear.

Sunday’s match will be the third major singles meeting between Omega and Ospreay. Omega defeated Ospreay for the IWGP United States Heavyweight Championship at Wrestle Kingdom 17 in January 2023 before Ospreay won it back at AEW x NJPW Forbidden Door that June.

This time, the AEW World Championship is at stake.

Ospreay earned his opportunity by winning the 2026 Men’s Owen Hart Cup, while Omega enters Wembley as champion after defeating MJF for the title at Dynamite: Beach Break.

Tony Khan has also revealed that AEW has carefully managed Omega’s schedule following his recovery from diverticulitis. Khan admitted he pushed Omega too hard during 2025 and said the former world champion has since been more careful with his training and recovery.

All In is shaping up to be another huge night at Wembley, with ticket sales approaching a $6 million live gate. The eight-match main card is expected to run around four hours, although Khan has left the door open for further additions.

AEW All In: London takes place Sunday, August 30 at Wembley Stadium.