All the stars are aligning to set John Cena on a collision course with Rusev when he returns to WWE television next weekand it's a feud that will set the company's summer scheduling alight.The potential for this rivalry to be a hit is massive on so many levels. It could be one of the highlights of the year in an ever-changing WWE where some hot new talent is mirroring top returning talent. Here's four key reasons why this rivalry, if booked correctly with the right end result, is best for business.Rusev is Piecing His Career Back TogetherRusev is on the comeback trail for sure lately, and this high-profile rivalry gives his character the logical next step to continue climbing the ladder in WWE.After his previous rivalry with Cena, the nature of the defeats he took left him with little else to go other than further down the cards.He ended up splitting from Lana, feuding in a shocking love triangle storyline with Dolph Ziggler before having Summer Rae drafted into proceedings.Then there was The League of Nations which, although a decent idea on paper, was pretty disastrous. They were booked poorly and given everything else that was happening around them, the stable never took off.But after claiming the United States Championship from Kalisto at Extreme Rules, Rusev is on the right track once again. He's ready for a big-name feud again, and with Cena coming back into the mix next week, it seems a perfect fit for him.It Could Hold SmackDown Up During The Early Brand SplitThe big news in WWE this week is that the company is bringing back the brand split as part of their decision to move SmackDown to a live broadcast on Tuesday nights:This is exciting news for a number of reasons, not least the fact that it gives a fairly flooded roster more opportunities to get TV time. Sure, the bigger names won't be given as much exposure, but it provides a platform for future stars to shine.And with each brand likely to get a midcard title, it gives Rusev and John Cena the chance to hold up the company's supposed secondary show with their United States Championship feud.It makes sense given the profile of Cena and WWE's intentions to bring SmackDown on par with Raw in terms of interest and attraction.And think about what it would do for Rusev. He could eventually become the brand's most dominating heel, with someone like Kevin Owens having a similar impact on Raw.The Feud Makes Logistical Sense Given Rusev's PossessionsThe whole idea of John Cena coming back and targeting the United States Championship is so obviously correct from a booking perspective.He gave the title an enormous amount of prestige when he held it, and his open challenges quickly became a key part of Raw each and every week.Cena is the American hero, the man who craves to have the belt around his waist once again to represent the United States in a proud manner. And Rusev' He's the evil villain who, along with his sidekick Lana, are determined to lead the title down a new path.Like most other reasons already listed, it will instantly elevate Rusev's standing within the company. With Cena once again targeting the belt he gave so much value to, it will make for captivating television.As long as it's done right, with the proper end result. Which brings us neatly onto the final point.It Gives Rusev A Chance to Avenge His Crushing Loss to CenaWe've spoken about the prestige John Cena gave the United States Championship when he held it, but this time, he should be doing that without getting his hands on the strap.The most disappointing aspect of what was a fairly interesting Rusev vs. Cena feud was the fact that ultimately, it was the newer talent who came up short when it mattered.Previously on a lengthy unbeaten streak, Rusev was pretty much fed to Cena in an inglorious manner, and in a way that harmed his future booking.This time, it should be Cena's task to get Rusev over as a top heel. The anti-U.S. character is one that doesn't take a lot of hard work to get over, even in this modern era where the lines are blurring between babyfaces and heels.Cena can get plenty of good out of this rivalry himself, but if he helps get Rusev back over as a top heel, he'll be playing a key role in the development of a guy who could have a real bright future in WWE.
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