The fourth installment under the No Surrender name was announced in January 2008 with a September 14 date attached. In July, The Wrestling Observer Newsletter reported that TNA would hold its first PPV held in Canada with No Surrender in September. The reported location for the event was Oshawa, Ontario, Canada at the General Motors Centre. TNA issued a press release in late-July revealing that No Surrender would be held at the General Motors Centre in Oshawa, Ontario on September 14. Tickets for the show went on-sale on July 25. Early ticket sales for the event were on par with the early sales of TNA's Lockdown PPV event. The General Motors Centre was close to being sold out a few days prior to the show, with only 800 tickets remaining. The arena had a maximum capacity of 5,000 but was configured to have a maximum capacity of 3,500 due to the event layout. Views were positive in TNA towards early ticket sales considering it was TNA's first PPV in Canada. Before any matches were announced, it was suspected that the event would be headlined by a tag team match or a trios bout to set up for a standard match at TNA's next PPV event Bound for Glory IV on October 12. TNA released a poster to promote the show featuring Samoa Joe, while "Soul Crusher" by Operator was the official theme.
