Roman Reigns has earned the right to face reigning and “defending” WWE Universal Champion Brock Lesnar at SummerSlam, in what is being hyped by World Wrestling Entertainment as a “Once in a Lifetime” showdown.

“History will be made at SummerSlam!” hollered Michael Cole this past Monday when Reigns defeated Bobby Lashley to become the number-one contender for the rarely seen champsionship.

But many sports-entertainment fans and pundits are questioning the validity of the “Once in a Lifetime” slogan, insisting that Reigns and Lesnar have faced one another on numerous occasions.

Such objections seem to have fallen on deaf ears, however, as WWE tweeted this morning that the Reigns-Lesnar match is “unprecedented” and will be “like nothing ever seen before.”

A poster for SummerSlam depicts Reigns and Lesnar glaring at each other, flanked by the words: “Never Before. Never Again.”

Backstage sources confirm that Reigns and Lesnar will face one another at Hell in a Cell, Survivor Series, TLC: Table Ladders & Chairs, and the recently announced all-women’s pay-per-view, Evolution.