Some of it will most probably be invested back in the company. AEW clearly needs a better office - it's (literal) booking of talent, arenas, it's merchandise department etc all range from chaotic to downright terrible. The infrastructure will have to be strengthened. I can't imagine any changes in the creative team though - it seems there are quite enough of them, even though it's not working well. Plus paying their existing wrestlers more money, perhaps bringing pyro back every week, especially if they want to impress Fox, since those negotiations are still ongoing