The 2010 Royal Rumble was a professional wrestling pay-per-view (PPV) event produced by World Wrestling Entertainment (WWE). It was the 23rd annual Royal Rumble and took place on January 31, 2010, at the Philips Arena in Atlanta, Georgia, held for wrestlers from the promotion's Raw, SmackDown, and ECW brand divisions. This was the second Royal Rumble at this venue, after 2002. The event was based around the men's Royal Rumble match, a modified 30-man battle royal in which the winner received a world championship match at that year's WrestleMania. For the 2010 event, the winner received their choice to challenge for either Raw's WWE Championship, SmackDown's World Heavyweight Championship, or the ECW Championship at WrestleMania XXVI.