[1][2] Lutteroth then decided to bring this entertaining sport back to his native Mexico; and in 1933, he chartered his new company, Empresa Mexicana de Lucha Libre (EMLL), along with his financial partner Francisco Ahumada.
Through an amazing stroke of luck, Lutteroth then won 40,000 pesos in the Mexican lottery on 21 September 1934, and he immediately poured his winnings (which equates to $3,500 in today's money, but about $40,000 in relative 1934 terms) to renovate the roof and seats for his promotion.
As television surfaced as a viable entertainment medium during the 1950s, in another stroke of luck, the personnel of the Arena Coliseo bought a lottery ticket that won first grand prize of 5 million pesos.
Consequently, Lutteroth transformed El Santo into a mega-babyface; and for the next three decades he would serve as the preeminent face of EMLL while he also acted in scores of action-adventure motion picture films, which were hugely popular at the time.
[3] Following the mammoth success of El Santo, Lutteroth then frequently pushed additional masked superstar characters, such as the Black Shadow, the Blue Demon, Mil Máscaras, and the Villanos (among others).
In addition his stable of emmascarados, Lutteroth also built a roster of legendary performers, including the likes of Gory Guerrero, Cavernario Galindo, Tarzán López, Perro Aguayo, René Guajardo, Dorrel Dixon, Mil Máscaras, Rito Romero, Médico Asesino, Sugi Sito and others, while holding a virtual monopoly on the country's wrestling landscape.
Ernesto Uruchurtu, banned the wrestling matches from being televised, and yet ticket sales at the arena averaged 90% with a maximum capacity of 16,500 seats; wrestlers were brought from Spain, England, Argentina, France, Japan, Korea, and Jamaica among others.
Salvador Lutteroth Jr. retired in 1987; and his grandson Paco Alonso has since taken control of EMLL, which remains the world's oldest wrestling federation while continuing to compete with the UWA and Antonio Peña's AAA promotion.