In professional wrestling, a face (babyface) is a heroic, "good guy" or "fan favorite" wrestler, booked (scripted) by the promotion with the aim of being cheered by fans. They are portrayed as heroes relative to the heel wrestlers, who are analogous to villains. Traditionally, face characters wrestle within the rules and avoid cheating while behaving positively towards the referee and the audience. Such characters are also referred to as blue-eyes in British wrestling and técnicos in lucha libre. Not everything a face wrestler does must be heroic: faces need only to be clapped or cheered by the audience to be effective characters. When the magazine Pro Wrestling Illustrated went into circulation in the late 1970s, the magazine referred to face wrestlers as "fan favorites" or "scientific wrestlers", while heels were referred to as simply "rulebreakers".
During the 1990s, some faces, such as Sting (pictured), used tactics more commonly associated with heels.
Wrestler Rey Mysterio is an example of a pure face who has played heroic roles for almost his entire career, with his lucha libre inspired outfit prominently displaying Christian crosses.
Vince McMahon
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Vincent Kennedy McMahon is an American businessman and former professional wrestling promoter. McMahon, along with his wife Linda, is a co-founder of the modern WWE, the world's largest professional wrestling promotion. Outside of professional wrestling McMahon has occasionally ventured into promoting other sports; his projects have included the World Bodybuilding Federation and the XFL football league. He is the owner of Alpha Entertainment.
McMahon with his father Vincent J. McMahon, c. 1970s
McMahon sharing a joke with R-Truth at the 2008 Tribute to the Troops event
McMahon after losing his match at King of the Ring in June 2000