Royal Rumble 2010 was the twenty-third annual Royal Rumble professional wrestling pay-per-view event produced by World Wrestling Entertainment (WWE). It took place on January 31, 2010 at the Philips Arena in Atlanta, Georgia and featured talent from the Raw, SmackDown and ECW brands. As has been customary since 1993, the Royal Rumble match winner received a match at that year's WrestleMania, (in this instance: WrestleMania XXVI) for his choice at either the WWE Championship, the World Heavyweight Championship, or the ECW Championship.