The occasion contained ten matches, remembering one for the Kickoff pre-show. The matches came about because of prearranged storylines, where grapplers depicted legends, scoundrels, or less discernable characters in prearranged occasions that assembled strain and finished in a wrestling match or series of matches. Results were foreordained by WWE's journalists on the Raw and SmackDown brands, while storylines were delivered on WWE's week after week network shows, Monday Night Raw and Friday Night SmackDown.
After Roman Reigns held the Universal Championship at SummerSlam, he was faced by a returning Brock Lesnar in his first appearance since WrestleMania 36 in April 2020. On the September 10 scene of SmackDown, Lesnar again seemed to face Reigns and guaranteed that his previous promoter, Paul Heyman, who had been filling in as Reigns' unique guidance since August 2020, realized Lesnar would be available at SummerSlam trying to cause discord among Reigns and Heyman. Lesnar then, at that point, provoked Heyman to acknowledge a match against Reigns for the Universal Championship. Sometime thereafter, an incensed Reigns acknowledged the demand. On September 16, WWE declared that the match would happen at Crown Jewel, however not really for the Universal Championship, as before Crown Jewel, Reigns had a booked title guard against "The Demon" Finn Bálor at Extreme Rules. Rules held at that occasion, accordingly authoritatively making his match against Lesnar at Crown Jewel for the Universal Championship.
At SummerSlam, Bianca Belair was planning to protect the SmackDown Women's Championship against Sasha Banks, nonetheless, before the match started, it was declared that Banks couldn't show up for obscure reasons. Becky Lynch then, at that point, made an unexpected return in her first appearance since the Raw after Money in the Bank in May 2020. Lynch tested Belair, who acknowledged, and Lynch crushed her in 26 seconds to win the title. At Extreme Rules, Lynch protected the title against Belair, be that as it may, Banks trapped both Belair and Lynch making the match end in a no challenge. A triple danger match between the three ladies for the SmackDown Women's Championship was then planned for Crown Jewel.
At SummerSlam, Bobby Lashley protected the WWE Championship against WWE Hall of Famer Goldberg. Lashley has announced the champ after the arbitrator canceled the match because of Goldberg harming his knee and delivering him unfit to proceed. Following the match, as Lashley kept on assaulting Goldberg, his 15-year-old child Gage came out and bounced on Lashley's back. Lashley then, at that point, applied the Hurt Lock on Gage just to deliver him and escape because of Goldberg supporting his child. Goldberg was then off TV because of his (kayfabe) injury while Lashley lost his title to Big E. Goldberg returned on the October 4 scene of Raw and announced that he would kill Lashley for how he dealt with his child. Lashley came out and expressed that his assault on Gage was a misconception, which Goldberg would not accept. Lashley then, at that point, expressed he would confront Goldberg at Crown Jewel relying on the prerequisite that the match was a No Holds Barred match, which Goldberg readily acknowledged. Upon the arrival of the occasion, it was declared that the match would have an additional specification of Falls Count Anywhere.
On the October 1 scene of SmackDown, WWE declared the arrival of the King of the Ring competition, just as the foundation of a female partner called the Queen's Crown competition. Both the 2021 King of the Ring and debut Queen's Crown competitions, each comprising of eight grapplers equally split between the Raw and SmackDown brands, started on the October 8 scene of SmackDown, with the finals of each being held at Crown Jewel.
At Money in the Bank, Seth Rollins cost Edge his counterpart for the Universal Championship as Rollins felt he should have been in the championship, and that Edge cut in line in front of him. This prompted a match at SummerSlam that Edge won. Unsatisfied, Rollins moved Edge to a rematch that happened on the September 10 scene of SmackDown that Rollins won. Rollins was as yet unsatisfied, in any case, as he was annoyed that Edge had called him "Edge Lite" and that Edge didn't declare his retirement. He provoked Edge to show up on SmackDown and acknowledge another rematch. In the October 1 scene, Edge seemed to stand up to Rollins, nonetheless, as Rollins imagined that Edge would not show up, he rather went straightforwardly to Edge's home and continued to make himself at home. The next week on SmackDown, Edge assaulted Rollins and moved him to a Hell in a Cell match, which was planned for Crown Jewel.
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