Wikipedia:

In professional wrestling, kayfabe /ˈkeɪfeɪb/ is the portrayal of staged events within the industry as “real” or “true,” specifically the portrayal of competition, rivalries, and relationships between participants as being genuine and not of a staged or pre-determined nature. Kayfabe has also evolved to become a code word of sorts for maintaining this “reality” within the realm of the general public.

See also Donald Trump, Presidential Candidate, and the Art of Kayfabe.