WWE grappler Sami Zayn dropped a reference All Elite Wrestling (AEW) during a promo on Raw.
It came just days after the new company’s debut show Double or Nothing – which reportedly left Vince “ungoldly furious”.
And now there are conflicting reports over how McMahon reacted to Zayn’s joke, with some saying he “flipped his lid”.
Others have said however it was all part of the script and just a way to develop buzz.
It is clear however the reference to AEW has been removed from the clip uploaded to WWE’s channel on YouTube.
“When it happened, Vince flipped his lid”
AEW is being bankrolled by Fulham boss Tony Khan and being positioned as a direct rival to WWE.
WWE reportedly mentioned the firm as “competition” in a talent meeting chaired by Vince’s daughter Stephanie.
It was however folded in with other forms of entertainment such as video games and Netflix.
The firm has been masterminded by ex-WWE star Cody Rhodes – son of the “American Dream” Dusty Rhodes – and has hoovered up talent like iconic commentator Jim Ross and legendary wrestler Chris Jericho.
Wrestling pundit Bryan Alvarez said he had received multiple conflicting reports about Vince’s reaction.
Speaking on Wrestling Observer Live, he said some had claimed the AEW reference was in the script before Raw.
He said: “Now, with that said, I heard from multiple people, far more people in fact, and people that heard from other people, that all said, the line was not scripted, the line was not supposed to be said.
“I was also told from multiple people that when it happened, Vince flipped his lid.”
Alvarez speculated that Vince may have been “working the boys” by pretending to be “furious”.
“I don’t know what the answer is, all I know is that some people were told that he was given the OK, but most people said that he wasn’t, and that Vince flipped out,” he added.
Zayn could reportedly face consequences if the line was not scripted – including a possible suspension.
McMahon reportedly was already not happy already with WWE stars tweeting about AEW.
Rhodes founded AEW along with his pals The Young Bucks and Kenny Omega.
Double or Nothing saw them take open shots at the McMahons.
It features a segment where Rhodes used a sledgehammer to destroy a throne mocked up like to logo of WWE chief Triple H.
And in a massive coup, the main event of Double or Nothing ended up with the reveal of Jon Moxley.
Moxley – formerly known as Dean Ambrose – had been one of WWE’s top stars over the past five years, but quit the firm reportedly citing “creative frustration” in April.
AEW has already managed to secure a spot on TV in the US, and then in the UK in a big deal with ITV.
Wrestling fans have long been hopeful for a real rival to emerge to WWE to recreate the creative boom period of the late 90s.
Known as the “Monday Night Wars”, the feud saw WWE Raw and WCW Nitro go head-to-head every week.
Both firms competed for wrestlers and ratings – with the sport reaching peak popularity with stars like The Rock and Stone Cold Steve Austin.
Grappling legend Terry Funk said he expected AEW to challenge WWE – but said they need to be “smart”.