On January 27 at the Royal Rumble, Strowman interfered during Kevin Owens and Roman Reigns' title match, helping Owens retain the Universal Championship. Later that night, Strowman would enter the Royal Rumble match at number seven, eliminating Mojo Rawley, Big Cass, Kalisto, Mark Henry, Big Show, James Ellsworth and Tye Dillinger before being eliminated by Baron Corbin. On the January 30 episode of "Raw", Strowman challenged for his first world championship when he took on Kevin Owens for the Universal Championship as he was granted the match by Foley after video proof of Owens promising Strowman a title match, which Strowman would go on to win by disqualification after Reigns interfered and attacked him. Strowman then continued to demand better competition, easily defeating four local competitors and then being granted a match with Reigns at Fastlane who also had attacked him in his match against Samoa Joe, causing Joe to win. At Fastlane on March 5, Strowman faced Reigns in a losing effort, marking his first loss by pinfall. At WrestleMania 33 in April, Strowman competed in the André the Giant Memorial Battle Royal, but failed to win.