The Liv Morgan Revenge Tour engulfed WWE in 2024 and has left its namesake competitor a bigger star than she has ever been.

The 30-year-old finished in the final four of this year's women's Royal Rumble match, injured Rhea Ripley the night after WrestleMania 40, won the Women's World Championship from Becky Lynch, stole Dominik Mysterio from his Mami and established a role for herself in The Judgment Day.

Morgan became one of the top stars on the roster, a centerpiece of creative efforts on WWE Raw and a legitimate headliner on the flagship show.

Still, despite confidently pushing her to be a legitimate star in the women's division, WWE has a growing problem with the New Jersey native.

That problem has little to do with Morgan herself, though.

Lack of Credible Challengers

Beyond the Ripley rivalry, it's difficult to identify a Superstar who could realistically defeat Morgan and end her reign as champion.

That is not a slight on Iyo Sky, who will challenge for the gold at Saturday Night's Main Event on December 14, but rather a legitimate observation based on WWE booking.

Just this past Monday, The Genius of the Sky was overshadowed by being beaten down by Morgan and Raquel Rodriguez as a means to draw Ripley out.

Fans respect Sky for her stellar in-ring work but she has not been presented in a way that gives them any reason to believe she can unseat Morgan atop the division. Ditto the likes of Lyra Valkyria, Natalya, Zelina Vega or anyone in Pure Fusion Collective.

It has been Morgan, Ripley and then everyone else in 2024, which has elevated those two competitors' stars but also adversely affected the champion's title reign because it has given it only one genuine direction to go.

The endgame for her and her run as champion is Ripley, who will ultimately take the gold back from Morgan, a predictable end to a run that has seen the star become everything she grew up wanting to be.

In many ways, Morgan earned better than that.

The hard-working performer rose from the early days of NXT found moderate success with The Riott Squad, developed her persona and competed in several tag teams before striking gold by way of cashing in Money in the Bank on (and feuding with) Ronda Rousey.

She has made the most of every opportunity and deserves a quality run with gold that is not defined by as much by her opponent as it is her.

That doesn't appear to be in the cards as things stand, though.

Step-Down Post-Championship

The other issue facing Morgan amid her championship reign is what happens after her story with Ripley writes its latest chapter.

She has evolved into such a star on Monday nights that she can conceivably headline weekly episodes and is over enough to flirt with main-eventing a premium live event if the opportunity arose.

The problem goes back to the lack of ready-made challengers in that when Morgan finally drops the title to Mami, where does it leave the antagonist? Anything she does outside of a championship program is going to feel like a step down for her and her character.

Triple H and the rest of WWE Creative will have to work overtime to keep Morgan from losing momentum, and the best way to do that is by turning attention to the women's division and creating stars in it the same way he did with Liv.

Give them purpose, let them evolve their on-screen persona and develop into a legitimate presence on TV so that when Morgan finishes up with Ripley, she can have someone to work with who can match her stature on the show.

Otherwise, WWE risks devaluing someone who has worked hard to get to where she is at and also losing another star in a division that cannot really afford it at this point.

Morgan has exceeded all expectations. She is a prime-time player on wrestling's biggest TV show. She should be treated as such beyond her screen time. The Ripley feud has been a star-maker for her, but the lack of follow-up and introduction of opponents she can work with outside and around The Eradicator in high-profile matches have served as red flags for her creative present and future.

There is plenty of time to course-correct, even as the Ripley feud enters its home stretch, but it will be up to the creative team to recognize that before it's too late and everyone is left wondering what happened to Morgan's momentum.