Wikipedia

WWE brand extension: Difference between revisions

Browse history interactively
← Previous edit
Content deleted Content added
VisualWikitext
deleted fake information
Tags: Mobile edit Mobile web edit
 
Line 1:
{{Short description|Professional wrestling roster division in WWE}}
[[Image:WWE_Draft.jpg|right|thumb|200px|The logo for the 2007 WWE Draft]]
{{Use mdy dates|date=April 2016}}
{{Future}}
{{multiple image
The '''[[World Wrestling Entertainment]] [[Brand extension|Brand Extension]]''' was a device first used in [[2002]] by the [[professional wrestling]] organization as a means of providing separate brands of wrestling through its two top shows, ''[[WWE Raw|RAW]]'' and ''[[WWE Friday Night SmackDown!|SmackDown!]]'', with the addition of ''[[Extreme Championship Wrestling (WWE)|ECW]]'' in 2006.<ref name="BrandExtensionPressRelease">{{cite web|url=http://corporate.wwe.com/news/2002/2002_03_27.jsp|title=WWE Entertainment To Make RAW and SMACKDOWN Distinct Television Brands}}</ref><ref name="WWElaunchesECW">{{cite web|url=http://corporate.wwe.com/news/2006/2006_05_25_02.jsp |title=WWE Launches ECW As Third Brand}}</ref>
| width = 180
| image_gap =30
|direction=vertical
| image1 = WWE RAW Logo 2025.svg
| link1 = Raw (WWE brand)
| image2 = WWE SmackDown (2024) Logo.svg
| link2 = SmackDown (WWE brand)
| image3 = NXT2024.jpg
| link3 = NXT (WWE brand)
| image4 = WWE Evolve logo.png
| link4 = Evolve (WWE brand)
| footer = Raw and SmackDown have been the two main brands of WWE since the brand extension concept was first initiated in 2002. WWE also operates two developmental brands, NXT and Evolve.
}}
 
The '''brand extension''', also referred to as the '''brand split''', is the separation of the American [[professional wrestling promotion]] [[WWE]]'s roster of wrestlers (and, at various times, creative staff) into distinct divisions, or "brands". The promotion's wrestlers are assigned to a brand via the annual [[WWE Draft]] and exclusively perform on that brand's weekly television show, with some exceptions. Throughout its history, WWE has utilized the brand extension twice. The first brand split occurred from 2002 to 2011, while the ongoing second began in 2016.
== History ==
After acquiring the remains of [[World Championship Wrestling]], its main competitor throughout the 1990s, in [[March 2001]], the WWF sought a way to split itself into two separate promotions, because of the numbers of talent that it had acquired as part of its purchase.{{Fact|date=April 2007}} On [[March 18]] [[2002]], [[Linda McMahon]] announced the "brand extension" in which the company would be split into two distinct brands.
 
WWE currently promotes four brands. The two main brands, referred to as the main roster, are [[Raw (WWE brand)|Raw]] and [[SmackDown (WWE brand)|SmackDown]]. [[NXT (WWE brand)|NXT]], WWE's third brand, was launched in 2010 and has served as WWE's [[Farm team|developmental territory]] since 2012. A fourth brand, [[Evolve (WWE brand)|Evolve]], launched in March 2025 as a sister brand to NXT and features trainees from the [[WWE Performance Center]] and [[independent wrestling|independent wrestlers]] recruited for the [[WWE ID and WWE NIL|WWE Independent Development]] program.
In terms of storyline, [[Ric Flair]] had become fifty percent owner of the World Wrestling Federation on the [[WWE RAW|''RAW'']] following [[Survivor Series (2001)|Survivor Series 2001]] after [[Shane McMahon|Shane]] and [[Stephanie McMahon]] had sold their stocks to him in order to purchase WCW and [[Extreme Championship Wrestling|ECW]], respectively. [[Vince McMahon]] detested having to share his creation with Flair and looked for a way to dissolve their partnership. After entering a feud with [[The Undertaker]], Flair sought a match with him at [[WrestleMania X8]]. However, the WWF Board of Directors would only allow the match if Flair were to return one hundred percent control to McMahon. Flair agreed, however, the Board also reserved the right to review the ownership status of the WWF following WrestleMania. Their decision was to split the entire WWF roster into two separate entities, with Vince McMahon in command of ''SmackDown!'' and Ric Flair in command of ''RAW''.<ref name="raw031802">{{cite web|url=http://www.onlineworldofwrestling.com/results/raw/020318.html|title=Raw Results: March 18, 2002}}</ref> A draft was held the following week on ''RAW''. Each owner would get a total of thirty picks. The brand extension officially began on [[April 1]] [[2002]].<ref name="BrandExtensionPressRelease"/> By having two brands in place, the WWF was able to increase the number of live events from 200 to 350, including tours in several new international markets.<ref name="BrandExtensionPressRelease"/>
 
The first brand split began in March 2002, following the company's acquisition of talent from the former [[World Championship Wrestling]] (WCW) and [[Extreme Championship Wrestling]] (ECW) promotions, and after the conclusion of [[The Invasion (professional wrestling)|The Invasion]] storyline. WWE's roster had doubled in size, and the company no longer had a major competitor in the professional wrestling industry. The brand extension was enacted to alleviate the issues of an overcrowded roster and to imitate competition the company no longer had from the former promotions. The first two brands established were Raw and SmackDown, named after the respective weekly shows, ''[[WWE Raw|Raw]]'' and ''[[WWE SmackDown|SmackDown]]''. [[ECW (WWE brand)|ECW]]—a revival of the former promotion—served as the third brand from 2006 to 2010. The first brand extension then ended on August 29, 2011.<ref>{{cite web|last=Nemer|first=Paul|title=Raw Results – 8/29/11|url=https://www.wrestleview.com/wwe-raw-results/26309-raw-results-8-29-11/|work=WrestleView|date=August 30, 2011|access-date=November 5, 2016|archive-url=https://web.archive.org/web/20161106122439/https://www.wrestleview.com/wwe-wrestling-results/wwe-raw-results/26309-raw-results-8-29-11/|archive-date=November 6, 2016|url-status=live}}</ref>
On [[June 10]][[2002]], McMahon became the sole owner of World Wrestling Entertainment ([[WWE#World_Wrestling_Entertainment|after the WWF was court ordered to change their name]]) when he defeated Flair in a No-Holds-Barred match. The following month, he appointed [[List of authority figures in professional wrestling#Brand Authorities|general managers]] ([[Eric Bischoff]] and Stephanie McMahon) to lead each brand. Since then, there have been four further drafts:
 
A relaunch of the brand extension as part "[[The New Era (WWE)|The New Era]]" went into effect on July 19, 2016. As before, Raw and SmackDown were the two primary brands, with NXT serving as a developmental brand and briefly as part of the main roster. Other brands during the second brand extension included [[NXT UK (WWE brand)|NXT UK]], a [[United Kingdom]]-based subsidiary of NXT which was active from 2016 to 2022 (scheduled to be relaunched as NXT Europe in the future), and [[205 Live (WWE brand)|205 Live]]—a brand that specialized in [[cruiserweight (professional wrestling)|cruiserweight]] wrestlers (with all wrestlers for the brand having a billed weight of 205 pounds and under) and was active from 2016 to 2022 (first as a Raw subsidiary, then as a standalone brand, and finally as an NXT subsidiary).
*In [[March 2004]], with the theme of [[WrestleMania XX]] being "Where it all begins again," Mr. McMahon announced a draft lottery, stating "it's time to shake things up again." Each general manager received six picks.
*In [[June 2005]], Mr. McMahon announced a second draft lottery which would take place throughout the entire month of June. Both general managers received five random picks.
*In [[May 2006]], WWE added a third brand; the revived version of [[Extreme Championship Wrestling (WWE)|Extreme Championship Wrestling]].<ref name="WWElaunchesECW"/> "ECW Representative" [[Paul Heyman]] was allowed one pick from ''RAW'' and one pick from ''SmackDown!''.
*On [[May 28]] [[2007]], Shane McMahon announced a new draft which would feature all three brands which would take place on [[June 11]] [[2007]] on a special three-hour episode of ''RAW''.
 
==DraftsHistory==
===2002 split===
The '''WWE Draft Lottery''', also known as '''The WWE Draft''', is a device used to provide new brand competition and to refresh the rosters. The Draft was first used during the brand extension in 2002, but was officially created and used in 2004 and later in 2005. It was also used in 2006 during the brand extension of [[Extreme Championship Wrestling (WWE)|ECW]], and will be used in 2007, the first Draft between all three brands (''SmackDown!'', ''RAW'', and ECW).
{{See also|2002 WWF Draft Lottery}}
In 2001, the [[Monday Night War]], the rivalry between the [[World Wrestling Federation]] (WWF, now WWE) and [[World Championship Wrestling]] (WCW) ended with the WWF emerging victorious. The WWF would acquire the majority of assets of WCW, and later [[Extreme Championship Wrestling]] (ECW) (the third largest promotion in the United States at the time), through separate [[buyout]]s that included the employees (on and off-air talent) from both companies. The sales had left the WWF as the only major [[professional wrestling promotion]] in the world with international television distribution (until the national expansion of [[Impact Wrestling|Total Nonstop Action Wrestling]] (TNA) in 2004 and much later, [[All Elite Wrestling]] (AEW) in 2019 on a larger scale).
 
With the acquisition of new talent, the WWF's already large roster doubled in size. In order to allow equal opportunity to all wrestlers, the company endorsed a [[brand extension]] to have the WWF represented and promoted with two brands, [[Raw (WWE brand)|Raw]] and [[SmackDown (WWE brand)|SmackDown!]], named after the promotion's two primary television programs, ''[[WWE Raw|Raw]]'' and ''[[WWE SmackDown|SmackDown!]]'', respectively.
===March 2002 (Brand Extension: RAW and SmackDown!)===
The initial draft was held live on the [[March 25]][[2002]] edition of ''RAW'' in [[State College, Pennsylvania]]. It was set up like a normal [[draft (sports)|sports draft]], in that each brand would take turns selecting wrestlers from the WWF roster. After the initial ten picks for each brand, the rest of roster was randomly assigned via a lottery.
 
In early 2002, the idea was put in motion to separate the WWF's two shows into distinct brands while both being under the WWF banner. One year prior, the original plan was to create a new WCW (which would be an independent entity in the storylines but would be under the WWF's auspices in reality), and for this new WCW to take over ''Raw'' and use the show to recreate its WCW counterpart, ''[[WCW Monday Nitro]]''. (The WWF was unable to find a television time slot for WCW due to its exclusivity deal with [[Viacom (1952–2006)|Viacom]].) This experiment was first made on July 2, 2001, when the final twenty minutes of ''Raw'' was given to WCW programming, in which the ''Raw'' crew was largely replaced (with Scott Hudson and [[Arn Anderson]] doing commentary, as well as a major stage overhaul) to present a match between [[Buff Bagwell]] and [[Booker T (wrestler)|Booker T]] for the [[WCW World Heavyweight Championship]], which Booker T had won on the final ''Nitro''. The match was met with negative reactions from the fans and viewers at home, when the WWF wrestlers interfered at the end of the match. With WWF focused on splitting its roster, the [[The Invasion (professional wrestling)|Invasion storyline]] was used as a second resort.
There were numerous exceptions, however. [[Triple H]] ([[WWE Undisputed Championship|WWF Undisputed Championship]]), [[Carlene Begnaud|Jazz]] ([[WWE Women's Championship|Women's Champion]]), [[Chris Jericho]] (competiting in championship match), [[Stephanie McMahon]] (also competiting in a championship match), and [[Stone Cold Steve Austin|Steve Austin]] (contractual clause) could not be drafted. [[Billy and Chuck]] (the then [[World Tag Team Championship (WWE)|Tag Team Champions]]) and the [[New World Order (professional wrestling)|New World Order]] (McMahon request) could each be drafted as a group.<ref name="DraftResults2002">{{cite web|url=http://web.archive.org/web/20020402010403/http://www.wwfowners.com/draft/index.html|title=WWF Draft Results}}</ref>
 
Following the end of the angle at [[Survivor Series (2001)|Survivor Series]], the WWF executed their alternate plan, which was to separate the two shows themselves: previously, wrestlers appeared on both ''Raw'' and ''SmackDown'', but with this extension, wrestlers would be exclusive to only one show. Only the [[WWE Championship|Undisputed WWF Champion]] and the [[WWE Women's Championship (1956–2010)|WWF Women's Champion]] were exempt and could appear on both shows. This would change as both championships were later assigned to a brand.
Draft Results:<ref name="DraftResults2002">{{cite web|url=http://web.archive.org/web/20020402010403/http://www.wwfowners.com/draft/index.html|title=WWF Draft Results}}</ref>
 
The brand extension began on March 25, 2002, with a draft on ''Raw'' and went into effect one week later on April 1. On May 6, 2002, the WWF was renamed to World Wrestling Entertainment (WWE, which became an [[orphaned initialism]] in 2011). On June 13, 2006, after an Extreme Championship Wrestling reunion pay-per-view and video releases, WWE announced an addition to its prime time programming with ''[[ECW (WWE)|ECW on Sci-Fi]]''. The new [[ECW (WWE brand)|ECW]] brand launched in May 2006 and served as a third brand, and a revival of the original ECW promotion. Both instances of the brand extensions required that representatives of each brand draft "superstars" (terminology used by the company to refer to its contracted personnel) onto each brand in a [[draft (sports)|draft lottery]].
{| class="wikitable"
!''SmackDown!''<br>([[Vince McMahon]])
!''RAW''<br>([[Ric Flair]])
|-
|style="background: #EEEEFF;"|[[The Rock (entertainer)|The Rock]]
|style="background: #FFEEEE;"|[[The Undertaker]]
|-
|style="background: #EEEEFF;"|[[Kurt Angle]]
|style="background: #FFEEEE;"|[[New World Order (professional wrestling)|nWo (New World Order)]]<br>([[Kevin Nash]], [[Scott Hall]], [[Sean Waltman|X-Pac]])
|-
|style="background: #EEEEFF;"|[[Chris Benoit]]
|style="background: #FFEEEE;"|[[Glen Jacobs|Kane]]
|-
|style="background: #EEEEFF;"|[[Hulk Hogan]]
|style="background: #FFEEEE;"|[[Rob Van Dam]]
|-
|style="background: #EEEEFF;"|[[Billy and Chuck]]
|style="background: #FFEEEE;"|[[Booker Huffman|Booker T]]
|-
|style="background: #EEEEFF;"|[[Adam Copeland|Edge]]
|style="background: #FFEEEE;"|[[Paul Wight|The Big Show]]
|-
|style="background: #EEEEFF;"|[[Solofa Fatu|Rikishi]]
|style="background: #FFEEEE;"|[[Mark Lamonica|Bubba Ray Dudley]]
|-
|style="background: #EEEEFF;"|[[Devon Hughes|D-Von Dudley]]
|style="background: #FFEEEE;"|[[Brock Lesnar]]
|-
|style="background: #EEEEFF;"|[[Mark Henry]]
|style="background: #FFEEEE;"|[[Darren Matthews|William Regal]]
|-
|style="background: #EEEEFF;"|[[Maven Huffman|Maven]]
|style="background: #FFEEEE;"|[[Amy Dumas|Lita]]
|-
|style="background: #EEEEFF;"|[[Peter Gruner|Billy Kidman]]
|style="background: #FFEEEE;"|[[John Layfield|Bradshaw]]
|-
|style="background: #EEEEFF;"|[[Yoshihiro Tajiri|Tajiri]]
|style="background: #FFEEEE;"|[[Stevie Richards|Steven Richards]]
|-
|style="background: #EEEEFF;"|[[Chris Jericho]]
|style="background: #FFEEEE;"|[[Matt Hardy]]
|-
|style="background: #EEEEFF;"|[[Lisa Moretti|Ivory]]
|style="background: #FFEEEE;"|[[Scott Levy|Raven]]
|-
|style="background: #EEEEFF;"|[[Matthew Bloom|Albert]]
|style="background: #FFEEEE;"|[[Jeff Hardy]]
|-
|style="background: #EEEEFF;"|[[Gregory Helms|The Hurricane]]
|style="background: #FFEEEE;"|[[Curt Hennig|Mr. Perfect]]
|-
|style="background: #EEEEFF;"|[[Al Snow]]
|style="background: #FFEEEE;"|[[Matt Hyson|Spike Dudley]]
|-
|style="background: #EEEEFF;"|[[Lance Storm]]
|style="background: #FFEEEE;"|[[D'Lo Brown]]
|-
|style="background: #EEEEFF;"|[[Dallas Page|Diamond Dallas Page]]
|style="background: #FFEEEE;"|[[Shawn Stasiak]]
|-
|style="background: #EEEEFF;"|[[Torrie Wilson]]
|style="background: #FFEEEE;"|[[Terri Runnels|Terri]]
|-
|style="background: #EEEEFF;"|[[Scotty 2 Hotty]]
|style="background: #FFEEEE;"|[[Jacqueline Moore|Jacqueline]]
|-
|style="background: #EEEEFF;"|[[Stacy Keibler]]
|style="background: #FFEEEE;"|[[Virgil Runnels III|Goldust]]
|-
|style="background: #EEEEFF;"|[[Jason Reso|Christian]]
|style="background: #FFEEEE;"|[[Trish Stratus]]
|-
|style="background: #EEEEFF;"|[[Andrew Martin|Test]]
|style="background: #FFEEEE;"|[[Peter Polaco|Justin Credible]]
|-
|style="background: #EEEEFF;"|[[Ron Simmons|Faarooq]]
|style="background: #FFEEEE;"|[[Ray Traylor|Big Boss Man]]
|-
|style="background: #EEEEFF;"|[[Tazz]]
|style="background: #FFEEEE;"|[[Tommy Dreamer]]
|-
|style="background: #EEEEFF;"|[[Bob Holly|Hardcore Holly]]
|style="background: #FFEEEE;"|[[Mike Lockwood|Crash Holly]]
|-
|style="background: #EEEEFF;"|[[Sean Morley|Val Venis]]
|style="background: #FFEEEE;"|[[Nora Greenwald|Molly Holly]]
|-
|style="background: #EEEEFF;"|[[Perry Satullo|Perry Saturn]]
|style="background: #FFEEEE;"|[[N/A]]
|}
 
===March2006 2004ECW (Draft Lottery)introduction===
{{main|ECW (WWE brand)}}
Wanting to "shake things up," Vince McMahon announced that a second draft was to occur on the [[March 22]][[2004]] edition of ''RAW'' in [[Detroit, Michigan|Detroit]]. In this draft, each general manager got six random lottery picks. Everyone was eligible for the lottery, including referees, announcers, and even the general managers.
{{See also|2006 WWE brand extension draft}}
After WWE bought all the assets of Extreme Championship Wrestling (ECW) in 2003, the company began releasing [[DVD]]s promoting the original ECW.<ref name="About">{{cite web|url=http://prowrestling.about.com/od/2005/tp/2005topstories.htm|access-date=February 23, 2008|title=Top Ten Moments of WWE in 2005|last=Cohen|first=Eric|publisher=About: Pro Wrestling|archive-date=March 16, 2008|archive-url=https://web.archive.org/web/20080316024313/http://prowrestling.about.com/od/2005/tp/2005topstories.htm|url-status=dead}}</ref> Soon afterwards, the company promoted two ECW reunion shows for [[List of Extreme Championship Wrestling alumni|ECW alumni]], entitled [[WWE One Night Stand|ECW One Night Stand]] in [[ECW One Night Stand (2005)|2005]] and in [[ECW One Night Stand (2006)|2006]].<ref name="About"/>
 
On May 25, 2006, WWE announced a launch of a new brand, ECW, a revival of the former 1990s promotion.<ref name="WWElaunchesECW">{{cite web|url=http://corporate.wwe.com/news/2006/2006_05_25_02.jsp|title=WWE Launches ECW As Third Brand|url-status=dead|archive-url=https://web.archive.org/web/20081223101434/http://corporate.wwe.com/news/2006/2006_05_25_02.jsp|archive-date=December 23, 2008|df=mdy
{| class="wikitable"
}}</ref> The new brand debuted on [[Syfy]] on June 13, 2006,<ref name="WWElaunchesECW"/> with its final episode on February 16, 2010, on the rebranded Syfy. The ECW brand was dissolved and its show was replaced the following week with the reality series, ''[[WWE NXT (TV series)|WWE NXT]]''.<ref name="FinalECW">{{cite web|url= http://pwtorch.com/artman2/publish/WWE_News_3/article_38772.shtml|title=WWE News: WWE officially announces NXT's debut date replacing ECW, only two ECW episodes remaining|last=Caldwell|first =James|date=2010-02-05|publisher=Pro Wrestling Torch|access-date= 2010-02-05}}</ref>
!''SmackDown!''<br>([[Paul Heyman]])
!''RAW''<br>([[Eric Bischoff]])
|-
|style="background: #EEEEFF;"|[[René Goguen|René Duprée]]
|style="background: #FFEEEE;"|[[Shelton Benjamin]]
|-
|style="background: #EEEEFF;"|[[Mark Jindrak]]
|style="background: #FFEEEE;"|[[Nidia Guenard|Nidia]]
|-
|style="background: #EEEEFF;"|[[Triple H]]
|style="background: #FFEEEE;"|[[Terry Gerin|Rhyno]]
|-
|style="background: #EEEEFF;"|[[Rob Van Dam]]
|style="background: #FFEEEE;"|[[Yoshihiro Tajiri|Tajiri]]
|-
|style="background: #EEEEFF;"|[[Theodore Long]]
|style="background: #FFEEEE;"|[[Adam Copeland|Edge]]
|-
|style="background: #EEEEFF;"|[[Matt Hyson|Spike Dudley]]
|style="background: #FFEEEE;"|[[Paul Heyman]]
|}
 
===2016 split===
Triple H was immediately traded back to ''RAW'' by the ''SmackDown!'' General Manager Kurt Angle in exchange for Booker T and The Dudley Boyz.
{{See also|2016 WWE Draft}}
On May 25, 2016, it was announced that beginning July 19, ''SmackDown'' would broadcast live on Tuesday nights, as opposed to being taped on Tuesdays and airing on Thursdays as it was previously, receiving a unique roster and set of writers compared to ''Raw'', thus restoring the brand extension.<ref>{{cite web|title=WWE's 'Smackdown' Will Move To Live Broadcast On USA (EXCLUSIVE)|url=https://variety.com/2016/tv/news/wwe-smackdown-live-usa-1201782569/|last=Steinberg|first=Brian|date=2016-05-25|website=Variety|language=en-US|access-date=2016-05-25}}</ref> The draft took place on the live premiere episode of ''SmackDown'' to determine the rosters between both brands.<ref>{{cite web|title=WWE's destiny to be determined during SmackDown's Live premiere|url=http://www.wwe.com/shows/smackdown/article/live-draft-smackdown-premiere?sf29076738|publisher=WWE|date=20 June 2016|access-date=20 June 2016}}</ref> On the July 11 episode of ''Raw'', [[Vince McMahon]] named [[Shane McMahon]] the (on-screen) commissioner for SmackDown and [[Stephanie McMahon]] the commissioner for Raw; both chose a General Manager for their respective shows.<ref name="Raw07112016">{{cite web|last1=Caldwell|first1=James|title=7/11 WWE Raw Results – CALDWELL'S Complete Report|url=http://www.pwtorch.com/site/2016/07/11/711rawresultsfinal/|work=Pro Wrestling Torch|access-date=July 11, 2016}}</ref> On the July 18 episode of ''Raw'', Stephanie McMahon chose [[Mick Foley]] as the Raw General Manager, and Shane McMahon chose [[Bryan Danielson|Daniel Bryan]] as the SmackDown General Manager. Due to ''Raw'' being a three-hour show and ''SmackDown'' being a two-hour show, Raw received three picks each round and SmackDown received two. Six draft picks had to be made amongst the non-title holders from WWE's [[Farm team#Professional wrestling|developmental brand]], [[NXT (WWE brand)|NXT]].<ref name="Raw07182016">{{cite web|last1=Caldwell|first1=James|title=7/18 WWE Raw Results – CALDWELL'S Complete Live TV Report|url=http://www.pwtorch.com/site/2016/07/18/july18rawresultsfinal/|work=Pro Wrestling Torch|date=July 18, 2016|access-date=July 20, 2016}}</ref> [[Seth Rollins]] was picked first by Raw, with WWE Champion [[Dean Ambrose]] being SmackDown's first pick.<ref>{{cite web|title=2016 WWE Draft results: WWE officially ushers in New Era|url=http://www.wwe.com/article/2016-wwe-draft-results|publisher=WWE|access-date=July 19, 2016}}</ref>
 
Two other brands would also be established during the second split. After the second brand extension began, WWE revived the [[Cruiserweight (professional wrestling)|cruiserweight division]]. The cruiserweight wrestlers were originally exclusive to Raw but had a supplementary show called ''[[WWE 205 Live|205 Live]]'' that premiered that November on the [[WWE Network]]. Following [[WrestleMania 34]] in April 2018, the [[205 Live (WWE brand)|205 Live]] brand was split from Raw, with the promotion's cruiserweight wrestlers becoming exclusive to the new brand. Additionally, in December 2016, WWE announced that they would be establishing a United Kingdom-based brand that would be produced exclusively in the country. In June 2018, the brand was officially established as [[NXT UK (WWE brand)|NXT UK]], a sub-brand of the American-based NXT. In September 2021, NXT was rebranded as NXT 2.0 and then in February 2022, the 205 Live brand was dissolved. In 2022, it was announced that NXT UK would be relaunched as NXT Europe and feature wrestlers from all of Europe. According to [[Shawn Michaels]], two additional NXT sub-brands would also be launched: NXT Mexico and NXT Japan, which will also feature wrestlers from Mexico and Japan respectively.<ref>{{cite web | url=https://bleacherreport.com/articles/10053302-shawn-michaels-says-wwe-to-add-nxt-japan-and-nxt-mexico-in-2023 | title=Shawn Michaels Says WWE to Add NXT Japan and NXT Mexico in 2023 | website=[[Bleacher Report]] }}</ref> NXT Europe was originally planned for 2023 but was delayed due to WWE's acquisition by [[Endeavor (company)|Endeavor]], which also owns [[Ultimate Fighting Championship]] (UFC), with WWE and UFC merging to form [[TKO Group Holdings]]. The merger was finalized in September 2023.<ref>{{cite web|url=https://tjrwrestling.net/news/wwe-still-planning-for-nxt-europe/|title=WWE Still Planning For NXT Europe|date=August 22, 2023|last=Kilbane|first=Lyle|work=TJR Wrestling|access-date=September 19, 2023}}</ref> In September 2022 the brand dropped the 2.0 moniker, reverting to the NXT name, with a revised version of the logo featuring white lettering in the 2.0 font outlined in black and gold.<ref>{{Cite web |last=Renner |first=Ethan |title=WWE NXT changes logo, returns to black and gold color scheme |url=https://www.f4wonline.com/news/nxt/wwe-nxt-changes-logo-returns-to-black-and-gold-color-scheme |date=September 13, 2022 |access-date=September 14, 2022 |website=[[Wrestling Observer Figure Four Online]] |language=en}}</ref><!-- FOR EASY RECOGNITION, THE OTHER PEOPLE MENTIONED BELOW ARE LARGELY REFERRED TO ACCORDING TO THEIR NXT NAMES. -->
Paul Heyman immediately quit after being drafted to ''RAW''.<ref>{{cite web|url=http://web.archive.org/web/20040411032539/raw.wwe.com/results/032204/results.html|title=A Career Changing Night: RAW Results March 22, 2004}}</ref>
 
===June2025 2005Evolve (Draft Lottery)relaunch===
{{main|Evolve (WWE brand)}}
Another draft lottery was announced in 2005. Instead of taking place over one night, the draft would take place over editions of ''RAW'' and ''SmackDown!'' from [[June 6]] to [[June 30]].
In January 2025, it was reported that WWE were planning to revive Evolve as a brand. WWE acquired the assets of [[Evolve (professional wrestling)|Evolve]] in July 2020.<ref>{{cite web|url=https://411mania.com/wrestling/latest-potential-plans-wwe-revival-evolve/|title=Latest On Potential Plans For WWE Revival Of EVOLVE|date=January 22, 2025|last=Thomas|first=Jeremy|work=411Mania|access-date=February 1, 2025}}</ref> The company trademarked the name "Evolve" on January 30, 2025, with the first tapings set to be held at the [[WWE Performance Center]] on February 7, replacing ''[[WWE NXT Level Up]]'', which was cancelled in December 2024.<ref>{{cite web|url=https://www.fightful.com/wrestling/report-wwe-evolve-tapings-set-february|title=Report: WWE Evolve Tapings Set For February|date=January 31, 2025|last=Lamb|first=Jeremy|work=Fightful|access-date=February 1, 2025}}</ref> During the [[Royal Rumble (2025)|Royal Rumble]] on February 1, WWE announced that ''[[WWE Evolve]]'' would premiere on [[Tubi]] on March 5.<ref>{{cite web|url=https://www.postwrestling.com/2025/02/01/wwe-evolve-announced-premiering-march-5th-on-tubi/|title=WWE Evolve announced, premiering March 5th on Tubi|date=February 1, 2025|last=Thompson|first=Andrew|work=[[POST Wrestling]]|access-date=February 1, 2025}}</ref> The brand would feature up and coming wrestlers from the [[WWE Performance Center]] and the [[WWE ID and WWE NIL|WWE Independent Development]] (ID) program with the goal for the ''WWE Evolve'' wrestlers is to make it to WWE's [[Farm team|developmental brand]], [[NXT (WWE brand)|NXT]], and eventually to the main roster on [[Raw (WWE brand)|Raw]] or [[SmackDown (WWE brand)|SmackDown]].<ref>{{cite web|url=https://411mania.com/wrestling/wwe-more-details-evolve-tubi/|title=WWE Announces More Details For EVOLVE Series on Tubi|date=February 3, 2025|last=Lee|first=Joseph|work=411Mania|access-date=February 3, 2025}}</ref>
 
===Lucha Libre AAA Worldwide acquisition===
{| class="wikitable"
{{main|Lucha Libre AAA Worldwide}}
!''RAW''<br>([[Eric Bischoff]])
At [[WrestleMania 41]] on April 19, 2025, WWE announced the acquisition of [[Lucha Libre AAA Worldwide]]. WWE President [[Nick Khan]] confirmed in August 2025 that AAA will be relaunched as a fifth brand and a third touring brand with a new logo to be unveiled in 2026.<ref>https://solowrestling.com/us/new/143384-wwe-plans-to-redesign-the-aaa-logo-following-its-historic-acquisition</ref>
!''SmackDown!''<br>([[Theodore Long]])
|-
|style="background: #FFEEEE;"|[[John Cena]] ([[June 6]])
|style="background: #EEEEFF;"|[[Chris Benoit]] ([[June 7]])
|-
|style="background: #FFEEEE;"|[[Kurt Angle]] ([[June 13]])
|style="background: #EEEEFF;"|[[Randy Orton]] ([[June 14]])
|-
|style="background: #FFEEEE;"|[[Carly Colón|Carlito]] ([[June 20]])
|style="background: #EEEEFF;"|[[Mark Copani|Muhammad Hassan]] with [[Shawn Daivari|Daivari]] ([[June 21]])
|-
|style="background: #FFEEEE;"|[[Paul Wight|The Big Show]] and [[Rob Van Dam]] ([[June 27]])
|style="background: #EEEEFF;"|[[Jason Reso|Christian]] and [[Dave Bautista|Batista]] ([[June 28]])''
|}
 
==Programming effects ==
===June 2006 (Brand Extension: ECW)===
WWE expanded again with the new ECW brand, and ECW representative Paul Heyman was allowed to draft one wrestler from ''RAW'' and one from ''SmackDown!''
 
===Interbrand competition===
{|class="wikitable"
Interbrand competition was initially kept to a minimum, with wrestlers from all brands competing together only at pay-per-view events. However, from 2003 to 2007, all pay-per-view events became brand exclusive, leaving the "big four" pay-per-views ([[WrestleMania]], [[SummerSlam]], [[Survivor Series]], and [[Royal Rumble]]) as the only interbrand shows.<ref name="tribrandPPV">{{cite web|url=https://corporate.wwe.com/investors/news/press-releases/2007/14-03-2007|date=2007-03-14|title=WWE Pay-Per-Views To Follow WrestleMania Formula |access-date=2020-04-09}}</ref>
!''RAW''
!''SmackDown!''
|-
|style="background: #FFEEEE;"|[[Rob Van Dam]]
|style="background: #EEEEFF;"|[[Kurt Angle]]
|}
 
Starting in late 2006, in an attempt to add more star power to the shows, interbrand matches became more common. Most notably, [[MNM (professional wrestling)|MNM]] and [[The Hardy Boyz]] reformed, despite the teammates being on separate brands.<ref>{{cite web|url=http://www.wwe.com/shows/raw/archive/11272006/|access-date=February 23, 2008|title=R-K-Anarchy|last=Dee|first=Louie|publisher=World Wrestling Entertainment|date=November 27, 2006}}</ref> [[Bobby Lashley]] was also notable for his interbrand action, as he was involved in a storyline with [[Donald Trump]] against WWE Chairman Vince McMahon, which carried over from Raw through [[WrestleMania 23]] to ECW.<ref>{{cite web|url=http://www.wwe.com/shows/ecw/archive/04032007/|access-date=February 23, 2008|title=Fatal Fallout|last=Tell|first=Craig|publisher=World Wrestling Entertainment|date=April 3, 2007}}</ref><ref>{{cite web|url=http://www.wwe.com/shows/wrestlemania/history/wrestlemania23/exclusives/409017211|access-date=February 23, 2008|title=Superstar's React to Trump's choice|last=Hunt|first=Jen|publisher=World Wrestling Entertainment|date=February 27, 2007}}</ref> The brief return of ''[[Saturday Night's Main Event]]'' to [[NBC]] also led to more interaction between the brands.<ref>{{cite web|url=http://corporate.wwe.com/news/2006/2006_02_22.jsp|access-date=February 23, 2008|title=WWE Returns to NBC with Saturday Night's Main Event|publisher=World Wrestling Entertainment Corporate|date=February 22, 2006|archive-url=https://web.archive.org/web/20060320222838/http://corporate.wwe.com/news/2006/2006_02_22.jsp|archive-date=March 20, 2006|url-status=dead|df=mdy-all}}</ref>
===June 2007 (Draft Lottery)===
On the [[May 28]] [[2007]] edition of ''[[WWE Raw|RAW]]'', [[Shane McMahon]] announced that there would be another Draft Lottery on [[June 11]] [[2007]] on a special 3 hour edition of ''RAW''. For the first time in WWE history, the Draft Lottery occurred across all three brands. A supplementary draft will take place on WWE.com on [[June 13]].
 
Interbrand competition returned with the reestablishment of the brand extension in 2016; the first interbrand match that occurred after the brand extension went into full effect was at [[SummerSlam (2016)|SummerSlam]] on August 21, 2016, where Raw's [[Brock Lesnar]] defeated SmackDown's [[Randy Orton]]. The next large interbrand matches occurred at [[Survivor Series (2016)|Survivor Series]] on November 20, 2016, featuring traditional [[Professional wrestling tag team match types#elimination tag team match types|Survivor Series elimination tag team matches]] between Raw and SmackDown,<ref>{{Cite news|url=http://www.wwe.com/shows/survivorseries|title=Survivor Series|newspaper=www.wwe.com|access-date=2016-11-05}}</ref> and beginning the following year, the event became about brand supremacy; in addition to the traditional Survivor Series matches, each champion of the Raw brand faces their counterpart of the SmackDown brand in non-title matches (e.g., the Universal Champion against the WWE Champion). Following the [[2019 WWE Superstar Shake-up]], a [[2019 WWE Superstar Shake-up#Wild Card Rule|Wild Card Rule]] was introduced. Interbrand competition became much more frequent, with interbrand matches occurring weekly on ''Raw'' and ''SmackDown Live'', as well as at pay-per-views.<ref name="Raw05062019">{{cite web|url=https://prowrestling.net/site/2019/05/06/5-6-wwe-raw-results-powells-review-of-roman-reigns-returning-to-raw-the-build-to-money-in-the-bank-continues/|title=5/6 WWE Raw Results: Powell's review of Roman Reigns returning to Raw, the build to Money in the Bank continues|date=May 6, 2019|last=Powell|first=Jason|work=Pro Wrestling Dot Net|access-date=May 6, 2019}}</ref><ref>{{cite web|url=https://www.wwe.com/article/raw-smackdown-live-wild-card-rule-explained|title=Mr. McMahon's new "Wild Card Rule" explained|date=May 6, 2019|last=Benigno|first=Anthony|work=[[WWE]].com|access-date=May 7, 2019}}</ref> With [[2019 WWE draft|a second draft of 2019]] occurring in October, the Wild Card Rule was abolished.
Superstars from all three brands competed in a series of interpromotional matches. The winner of each match won their brand a random draft pick.
 
In May 2020, select and limited interbrand matches returned with the introduction of the Brand to Brand Invitational, though under stricter guidelines than the previous Wild Card Rule. This happened largely as a result of the [[COVID-19 pandemic]], in which several wrestlers have opted to not perform during the outbreak, thus resulting in fewer available talent on each show.<ref>{{cite web|title=WWE SMACKDOWN REPORT: BRYAN VERSUS GULAK, ANOTHER TOURNAMENT MATCH, OTIS AND BRAUN TEAM UP, CHARLOTTE COMES TO SMACKDOWN, A LOT IS HAPPENING NEXT WEEK, AND MORE {{!}} PWInsider.com|url=https://pwinsider.com/article/136442/the-brand-to-brand-invitational-is-happening-ongoing-wwe-smackdown-report.html?p=1|work=PWInsider|access-date=May 18, 2020|date=May 15, 2020}}</ref>
{|class="wikitable"
!''[[WWE Raw|RAW]]''
!''[[WWE Friday Night SmackDown!|SmackDown!]]''
!''[[Extreme Championship Wrestling (WWE)|ECW]]''
|-
|style="background: #FFEEEE;"|[[Booker Huffman|King Booker]] and [[Sharmell Sullivan|Queen Sharmell]]
|style="background: #EEEEFF;"|[[The Great Khali]] and [[Dave Kapoor|Runjin Singh]]
|style="background: #E7DDEE;"|[[Marty Wright|The Boogeyman]]
|-
|style="background: #FFEEEE;"|[[Franklin Lashley|Bobby Lashley]]
|style="background: #EEEEFF;"|[[Torrie Wilson]]
|style="background: #E7DDEE;"|[[Chris Benoit]]
|-
|style="background: #FFEEEE;"|[[Gene Snitsky|Snitsky]]
|style="background: #EEEEFF;"|[[Chris Mordetsky|Chris Masters]]
|style="background: #E7DDEE;"|[[N/A]]
|-
|style="background: #FFEEEE;"|[[Ken Anderson (wrestler)|Mr. Kennedy]]
|style="background: #EEEEFF;"|[[Ric Flair]]
|style="background: #E7DDEE;"|[[N/A]]
|}
 
===Pay-per-view and livestreaming events===
=====June 13 WWE.com Supplemental Draft=====
The separation of the WWE roster between two brands also intended to split the [[pay-per-view]] (also known as premium live event from 2022) offerings, which began with [[WWE Bad Blood|Bad Blood]] in June 2003.<ref>{{cite web|url=http://slam.canoe.ca/Slam/Wrestling/2003/06/16/112594.html|archive-url=https://archive.today/20120630045634/http://slam.canoe.ca/Slam/Wrestling/2003/06/16/112594.html|url-status=usurped|archive-date=June 30, 2012|access-date=February 23, 2008|title=Bad Blood Just Plain Bad|last=Powell|first=John|publisher=Canoe: SLAM! Wrestling}}</ref> The original idea had the "major" pay-per-view events at the time (Royal Rumble, SummerSlam, Survivor Series, and WrestleMania) would contain the only instances where wrestlers from different brands would interact with each other, and even among the four shows only the Royal Rumble and WrestleMania would have wrestlers from different brands competing against each other. Wrestlers, as a result, appeared only in two-thirds of the shows in a given year, and thus appeared in fewer shows compared to before the brand extension. With single-brand PPVs in place, WWE was able to add more pay-per-view events to their offerings, such as [[WWE Cyber Sunday|Taboo Tuesday/Cyber Sunday]], [[WWE New Year's Revolution|New Year's Revolution]], [[ECW December to Dismember|December to Dismember]], and [[WWE The Great American Bash|The Great American Bash]]. Eventually, WWE abandoned the practice of single-brand pay-per-view events following [[WrestleMania 23]].<ref name="tribrandPPV"/> December to Dismember and New Year's Revolution were cancelled following the announcement.
WWE.com announced that a supplemental draft will take place on ([[June 13]], [[2007]]), live at 12 noon on WWE.com.
{|class="wikitable"
!''[[WWE Raw|RAW]]''
!''[[WWE Friday Night SmackDown!|SmackDown!]]''
!''[[Extreme Championship Wrestling (WWE)|ECW]]''
|-
|style="background: #FFEEEE;"|[[TBA]] ([[June 13]], [[2007]])
|style="background: #EEEEFF;"|[[TBA]] ([[June 13]], [[2007]])
|style="background: #E7DDEE;"|[[TBA]] ([[June 13]], [[2007]])
|-
|}
 
With the reintroduction of the brand extension in 2016, single-branded pay-per-view events returned, and seven more pay-per-view events were added in 2017 so that each brand could have their own pay-per-view each month, in addition to the four major pay-per-views, in which both brands were involved. The only exception to this were the two months leading up to [[WrestleMania 33]] in order to build the feuds for that event, and the two months (including the month of WrestleMania) following WrestleMania to begin new feuds for each brand. For example, February 2017 only had a SmackDown pay-per-view while March only had one for Raw. WrestleMania 33 was on April 2 and Raw had its first post-WrestleMania pay-per-view on April 30, while only SmackDown had a pay-per-view in May.<ref>{{cite web|url=http://famousplay.com/wwe-adds-seven-pay-per-view-events-to-schedule/|title=WWE Adds Seven Pay Per View Events To Schedule|date=August 22, 2016|author=FP Staff|publisher=famousplay.com|access-date=August 27, 2016}}{{Dead link|date=September 2018 |bot=InternetArchiveBot |fix-attempted=yes }}</ref> This also happened in 2018, however, for 2018, WWE announced that following WrestleMania 34, brand-exclusive PPVs would be discontinued, abandoning the single-brand practice for a second time. The 2018 [[Elimination Chamber (2018)|Elimination Chamber]] and [[Fastlane (2018)|Fastlane]] events were the last two brand-exclusive pay-per-views for Raw and SmackDown, respectively.<ref>{{Cite news|url=http://www.wwe.com/article/wwe-2018-pay-per-view-schedule|title=WWE pay-per-views just got bigger for 2018!|work=WWE|access-date=2018-02-18|language=en}}</ref>
<!--DO NOT ADD ANY DRAFT SPOILERS/RUMORS UNLESS THEY WERE CONFIRMED BY WWE AND STOP SCREWING UP THE DRAFT TABLE PLEASE!!!-->
 
Since the launch of the [[WWE Network]] service in 2014 and its subsequent merger of the American service with [[Peacock (streaming service)|Peacock]] in 2021, each brand have its own set of PPVs/PLEs each month with the main roster events (Raw and SmackDown) being dual-branded while NXT kept its brand-exclusive premium live events regardless the brand extension is in operation or not (from 2014 to 2021, NXT promoted its specials under the [[NXT TakeOver|TakeOver]] banner), while NXT UK had this similar practice.
==Impact==
===Interbrand competition===
Interbrand competition was originally kept at a minimum. The only time wrestlers from both brands competed together was during pay-per-views. In 2003, the majority of the pay-per-views became brand exclusive, leaving the "big four" pay-per-views ([[WrestleMania]], [[SummerSlam]], [[Survivor Series]], and the [[Royal Rumble]]) as the only interbrand shows. Interbrand matches were even more rare. Most of these matches were a part of the ''SmackDown!'' vs. ''RAW'' rivalry.
 
===Championships===
Starting in late 2006, in an attempt to add more star power to the shows, interbrand matches became more common. Most notablely, [[MNM]] and [[Hardy Boyz|The Hardys]] reformed, despite the fact that the teammates were on separate brands. [[Franklin Lashley|Bobby Lashley]] is also notable for his interbrand action. The return of ''[[WWE Saturday Night's Main Event|Saturday Night's Main Event]]'' to [[NBC]] has also lead to more interaction between the brands
Initially, the [[WWE Championship|Undisputed WWE Championship]] and the original [[WWE Women's Championship (1956–2010)|WWE Women's Championship]] were available to both brands.<ref name="Draftresults1">{{cite web|url=http://www.oowrestling.com/recaps/raw/20020325.shtml|access-date=February 23, 2008|title=WWE Draft 2002 Recap|last=Zimmerman|first=Christopher Robin|date=March 26, 2002|archive-url=https://web.archive.org/web/20120303064835/http://www.oowrestling.com/recaps/raw/20020325.shtml|archive-date=March 3, 2012|url-status=usurped|df=mdy-all}}</ref><ref name="Draftresults2">{{cite web|url=http://www.onlineworldofwrestling.com/results/raw/020325.html|access-date=February 23, 2008|title=WWE Raw (March 25, 2002) Results|publisher=Online World of Wrestling}}</ref><ref name="Draftresults4">{{cite web|url=https://www.pwwew.net/tv/raw/020325.htm|archive-url=https://web.archive.org/web/20220421193544/https://pwwew.net/tv/raw/020325.htm |archive-date=April 21, 2022 |url-status=live|access-date=February 23, 2008|title=WWE Raw (March 25, 2002) Results|publisher=PWWEW.net}}</ref> The other championships were exclusive to the brand for which the champion was rostered.<ref name="Draftresults1"/><ref name="Draftresults2"/><ref name="Draftresults4"/> When the brand extension began, Raw received the [[WWE Intercontinental Championship|Intercontinental Championship]] and [[WWE European Championship|European Championship]] when their respective holders were drafted, while SmackDown! became the exclusive home for the [[World Tag Team Championship (WWE)|Tag Team Championship]] and the original [[WWE Cruiserweight Championship (1991-2007)|Cruiserweight Championship]].<ref>{{cite web|url=http://www.wwe.com/inside/titlehistory/cruiser/|access-date=February 23, 2008|title=WWE Cruiserweight Championship History|publisher=World Wrestling Entertainment}}</ref> With several specialty championships being exclusive to one brand, numerous wrestlers were left with no title to fight for except for the [[WWE Hardcore Championship|Hardcore Championship]], which although a property of SmackDown! after the draft, it was contested under different rules than the other championships—the European and Hardcore championships were later unified with the Intercontinental Championship in July and August 2002, respectively, deactivating both championships.<ref>{{cite web|url=http://www.wwe.com/classics/titlehistory/euro|title=European Championship|publisher=[[WWE]].com}}</ref><ref>{{cite web|url=http://www.wwe.com/classics/titlehistory/hard|title=Hardcore Championship|publisher=[[WWE]].com}}</ref>
 
The issue of specialty championships being exclusive to one brand was partially corrected in September 2002. When SmackDown! general manager Stephanie McMahon announced that Undisputed Champion Brock Lesnar signed a deal to exclusively appear on ''SmackDown!'', Raw general manager [[Eric Bischoff]] introduced the [[World Heavyweight Championship (WWE, 2002–2013)|World Heavyweight Championship]] for Raw.<ref name="WWE/World">{{cite web|url=http://www.wwe.com/inside/titlehistory/worldheavyweight/3044541431 |access-date=February 23, 2008 |title=Triple H's first World Heavyweight Championship reign |publisher=World Wrestling Entertainment |url-status=dead |archive-url=https://web.archive.org/web/20080221163812/http://www.wwe.com/inside/titlehistory/worldheavyweight/3044541431 |archive-date=February 21, 2008 }}</ref> Shortly thereafter, Raw became the exclusive brand for the World Tag Team Championship, the Intercontinental Championship, and the Women's Championship.<ref name="tagtitles"/><ref name="ustitle"/> Meanwhile, SmackDown! created the [[WWE Raw Tag Team Championship|WWE Tag Team Championship]] and revived the [[WWE United States Championship|United States Championship]].<ref name="tagtitles">{{cite web|url=http://www.wwe.com/inside/titlehistory/wwetag/|access-date=February 23, 2008|title=WWE Tag Team Championship History|publisher=World Wrestling Entertainment}}</ref><ref name="ustitle">{{cite web|url=http://www.wwe.com/inside/titlehistory/unitedstates/|access-date=February 23, 2008|title=WWE United States' Championship History|publisher=World Wrestling Entertainment}}</ref> The result was each brand having four championships: World Heavyweight, Intercontinental, World Tag Team, and Women's titles for Raw; WWE, United States, Tag Team, and Cruiserweight titles for SmackDown!. When ECW was revived in 2006 as a third brand, the [[ECW World Heavyweight Championship]] was reactivated as the brand's only championship.<ref>{{cite web|url=http://www.wwe.com/shows/ecw/history/ecwchampionship/061506rvd|access-date=February 23, 2008|title=Rob Van Dam's first ECW Championship reign|publisher=World Wrestling Entertainment}}</ref> Over the course of the first brand extension, these championships switched between brands, usually due to the result of the annual draft. The Cruiserweight title, however, was the only championship to never switch brands, staying on SmackDown! from 2002 until the championship's retirement on September 28, 2007.
Starting in [[April 2007]] with [[WWE Backlash#2007|Backlash]], all pay-per-views now feature all the brands, as they originally were in 2002.
 
In October 2007, SmackDown! and ECW began a talent exchange agreement, which meant that SmackDown! wrestlers could appear on ECW and vice versa (both shows were taped as part of the same Tuesday night tapings at the time). This allowed the United States Championship and WWE Tag Team Championship to be shared between the two brands.<ref name="ECW-SmackDown">{{cite web|url=http://www.wwe.com/shows/smackdown/archive/10192007/articles/evenexchange|access-date=February 23, 2008|title=Even Exchange?|last=Dee|first= Louie|publisher=World Wrestling Entertainment|date=October 18, 2007}}</ref> In July 2008, the [[WWE Divas Championship]] was created for SmackDown, allowing SmackDown's women wrestlers to compete for a title.<ref name="DivasTitle">{{cite web|url=http://www.wwe.com/classics/titlehistory/divas|title=Divas Championship|publisher=[[WWE]].com}}</ref> A talent exchange between ECW and Raw then began in September 2008.<ref name="ECW-Raw">{{cite web|url=http://www.wwe.com/shows/raw/archive/09082008/|access-date=February 23, 2008|title=Dangerous liaisons|last=Sitterson|first=Aubrey|publisher=World Wrestling Entertainment|date=September 8, 2008}}</ref> After [[John Morrison and The Miz]] of ECW became World Tag Team Champions, they appeared more frequently on the Raw brand, moving to a feud with reigning WWE Tag Team Champions of SmackDown, brothers [[Carly Colón|Carlito]] and [[Primo (wrestler)|Primo Colon]]. The teams fought several non-title and title bouts for their respective brands' tag team championships before the two fought in a winner-take-all title unification lumberjack match at [[WrestleMania 25]]. Carlito and Primo would go on to win the contest, forming the Unified WWE Tag Team Championship.<ref>{{cite web|url=http://www.wwe.com/shows/wrestlemania/25/matches/9592012|title=WWE Tag Team Champions def. World Tag Team Champions (New Unified Tag Team Champions)|publisher=WWE|access-date=May 16, 2012}}</ref> The tag team championships remained separate titles, but were defended collectively as the Unified WWE Tag Team Championship until the then-anonymous general manager of Raw announced that the World Tag Team Championship would be retired in favor of continuing the WWE Tag Team Championship, which received a new, single set of belts.<ref>{{cite web|url=http://bleacherreport.com/articles/1062778-abandoned-the-history-of-wwes-world-tag-team-championship-pt-2|title=Abandoned: The History of WWE's World Tag Team Championship, Pt. 2|date=February 12, 2012|last=Schadler|first=Kyle|publisher=Bleacher Report|access-date=September 13, 2016}}</ref> On February 16, 2010, the ECW Championship was deactivated along with the ECW brand.<ref name=Zeke>{{cite web|url=http://www.wwe.com/shows/ecw/results/13527692// |title=Results:Dominant farewell |last=Medalis |first=Kara A. |publisher=WWE |date=2009-07-26 |access-date=2010-02-16 |url-status=dead |archive-url=https://web.archive.org/web/20100220085946/http://www.wwe.com/shows/ecw/results/13527692/ |archive-date=February 20, 2010 }}</ref> On September 19, 2010, at [[Night of Champions (2010)|Night of Champions]], the Women's Championship was unified with the Divas Championship, retiring the Women's Championship in the process; the Divas Championship was briefly referred to as the Unified WWE Divas Championship.<ref name="DivasTitle"/> The first brand extension would then end a year later and all champions could appear on both shows.<ref name="FirstSplitOver">{{cite web|title=WWE NEWS: Stephanie McMahon says why brand split is gone|url=http://pwtorch.com/artman2/publish/WWE_News_3/article_68058.shtml|work=Pro Wrestling Torch|access-date=January 22, 2013}}</ref>
===Pay-per-views===
The separation of the WWE roster between two brands also intended to split the [[pay-per-view]] offerings, which began with ''[[WWE Bad Blood|Bad Blood]]'' in [[June 2003]]. The original idea had the "major" pay-per-view events at the time ([[Royal Rumble]], [[SummerSlam]], [[Survivor Series]], and [[WrestleMania]]) would contain the only instances where wrestlers from different brands would interact with each other, and even among the four shows only the [[Royal Rumble]] and [[WrestleMania]] would have wrestlers from different brands competing against each other. Wrestlers, as a result, appeared only in two-thirds of the shows in a given year, and thus appeared in fewer shows compared to before the brand extension. With single-brand PPVs in place, WWE was able to add more pay-per-view events to their offerings, such as ''[[WWE Cyber Sunday|Taboo Tuesday]]'' and ''[[The Great American Bash]]''. Eventually, WWE abandoned the practice of single-brand pay-per-view events following [[WrestleMania 23]].<ref name="tribrandPPV">{{cite web|url=http://corporate.wwe.com/news/2007/2007_03_14.jsp|title=WWE Pay-Per-Views To Follow WrestleMania Formula}}</ref>
 
In 2012, NXT became a developmental brand for WWE and they introduced the [[NXT Championship]] that year, followed by the [[NXT Women's Championship]] and [[NXT Tag Team Championship]] in 2013. On December 15, 2013, at [[TLC: Tables, Ladders & Chairs (2013)|TLC: Tables, Ladders & Chairs]], the World Heavyweight Championship was unified with the WWE Championship to become the WWE World Heavyweight Championship. The title retained the lineage of the WWE Championship and the World Heavyweight Championship was retired.<ref>{{cite web|title=CALDWELL'S WWE TLC PPV RESULTS 12/15: Live, in-person coverage of Cena vs. Orton unification match from Houston|url=http://pwtorch.com/artman2/publish/wweppvs/article_75121.shtml}}</ref> The name was reverted to WWE Championship on June 27, 2016.<ref>{{cite web|title=WWE Championship|url=http://www.wwe.com/classics/titlehistory/wwe-championship|publisher=[[WWE]]|access-date=29 June 2016|archive-url=https://web.archive.org/web/20160629011310/http://www.wwe.com/classics/titlehistory/wwe-championship|archive-date=June 29, 2016 }}</ref> At [[WrestleMania 32]] on April 3, 2016, the Divas Championship was retired and then replaced with a [[WWE Raw Women's Championship|brand-new WWE Women's Championship]].<ref name="RawWomen's"/>
===Championships===
 
Initially, the [[WWE Undisputed Championship]] and [[WWE Women's Championship]] were available to both brands. The other championships were exclusive to the brand the champion was a part of. With several specialty championships being exclusive to one brand, numerous wrestlers were left with no title to fight for.
After five years, a new brand extension was introduced on July 19, 2016. Raw drafted the WWE Women's Champion, the United States Champion, and the WWE Tag Team Champions, while SmackDown drafted the WWE Champion and the Intercontinental Champion; NXT champions were ineligible to be drafted.<ref name="Draft">{{cite web|title=2016 WWE Draft results: WWE officially ushers in New Era|url=http://www.wwe.com/2016-wwe-draft-results|publisher=WWE|access-date=July 19, 2016}}</ref> This distribution of championships remained unchanged at the [[Battleground (2016)|Battleground]] pay-per-view, which took place the Sunday immediately following the draft.<ref>{{cite web|last1=Caldwell|first1=James|title=7/24 WWE Battleground Results – Caldwell's Complete Report|date=July 25, 2016|url=http://www.pwtorch.com/site/2016/07/24/jcbattlegroundppvreport/|publisher=[[Pro Wrestling Torch]]|access-date=27 July 2016}}</ref> With the WWE Championship being defended exclusively on SmackDown, Raw commissioner Stephanie McMahon and general manager [[Mick Foley]] introduced the [[WWE Universal Championship]] to be Raw's world title.<ref>{{cite web|last1=Hamlin|first1=Jeff|title=WWE Raw live results: title match set for SummerSlam & a new champion is crowned|date=July 25, 2016|url=http://www.f4wonline.com/wwe-news/wwe-raw-live-results-title-match-set-summerslam-new-champion-crowned-217286|publisher=[[Wrestling Observer]]|access-date=27 July 2016}}</ref> As SmackDown was lacking a tag team championship and a women's championship, SmackDown commissioner Shane McMahon and general manager Daniel Bryan introduced the [[WWE SmackDown Tag Team Championship|SmackDown Tag Team Championship]] and [[WWE SmackDown Women's Championship|SmackDown Women's Championship]].<ref name="Smackdown08232016">{{cite web|last1=Parks|first1=Greg|title=8/23 WWE Smackdown LIVE – Parks's Complete, Real-Time Report|url=http://www.pwtorch.com/site/2016/08/23/823-wwe-smackdown-live-parkss-complete-real-time-report/|work=Pro Wrestling Torch|access-date=August 23, 2016}}</ref> Subsequently, the WWE Women's Championship and the WWE Tag Team Championship were renamed as the Raw Women's Championship<ref name="RawWomen's">{{cite web|url=http://www.wwe.com/classics/titlehistory/raw-womens-championship|title=Raw Women's Championship|publisher=[[WWE]]}}</ref> and the Raw Tag Team Championship,<ref>{{cite web|url=http://www.wwe.com/classics/titlehistory/raw-tag-team-championship|title=Raw Tag Team Championship|publisher=[[WWE]]}}</ref> respectively. With this, each brand had a [[Championship (professional wrestling)#World championships|world championship]], a [[Championship (professional wrestling)#Location-specific championships|secondary championship]], a [[Championship (professional wrestling)#Tag team championships|tag team championship]], and a [[Championship (professional wrestling)#Gender championships|women's championship]].
 
Since Raw became the exclusive home of WWE's revived cruiserweight division, they also created a new [[NXT Cruiserweight Championship|WWE Cruiserweight Championship]].<ref>{{cite web|url=http://www.wwe.com/classics/titlehistory/wwe-cruiserweight-championship|title=WWE Cruiserweight Championship|publisher=[[WWE]].com}}</ref> Beginning November 29, 2016, in addition to ''Raw'', the Cruiserweight Championship was defended on the cruiserweight-exclusive show, ''205 Live''. 205 Live would become its own brand in 2018, making the title exclusive to the brand.<ref>{{cite web|url=http://www.411mania.com/wrestling/triple-h-conference-call-report-discusses-205-live-nxt-takeover-toronto-says-hbk-working-at-the-performance-center-and-more|title=Triple H Conference Call Report: Discusses 205 Live, NXT Takeover: Toronto, Says HBK Working at the Performance Center and More - 411MANIA|website=www.411mania.com}}</ref><ref>{{cite web|url=https://twitter.com/VinceMcMahon/status/804111713738125316|title=Vince McMahon on Twitter|date=November 30, 2016|author=McMahon, Vince|author-link=Vince McMahon|work=[[Twitter]]|access-date=December 12, 2016}}</ref> The [[WWE United Kingdom Championship]] was unveiled in December 2016 with its inaugural holder determined in January 2017. The title later became the top championship for the United Kingdom-based NXT spinoff, NXT UK, which debuted in mid-2018 and also introduced the [[NXT UK Women's Championship]] and [[NXT UK Tag Team Championship]]; the WWE United Kingdom Championship was renamed to NXT United Kingdom Championship in January 2020. A secondary title of the NXT brand was also introduced in mid-2018, the [[NXT North American Championship]].
 
In early 2019, the [[WWE Women's Tag Team Championship]] was established to be shared between Raw, SmackDown, and NXT.<ref>{{cite web|url=https://www.wwe.com/shows/raw/article/wwe-womens-tag-team-championships-defend-raw-smackdown-live-nxt|title=WWE Women's Tag Team Championships to be defended across Raw, SmackDown LIVE and NXT|date=February 18, 2019|last=Benigno|first=Anthony|work=WWE.com|access-date=February 19, 2019}}</ref> In May 2019, the [[WWE 24/7 Championship]] was established. Defended across all five of WWE's brands, it was open to anyone, regardless of gender or WWE employment status.<ref>{{cite web|url=https://www.pwinsider.com/article/126603/wwes-newest-championship-is.html?p=1|title=WWE'S NEWEST CHAMPIONSHIP IS...|last=Johnson|first=Mike|publisher=PWInsider|date=May 20, 2019|access-date=May 20, 2019}}</ref> In October 2019, after NXT's creative team took over 205 Live, the WWE Cruiserweight Championship was renamed to NXT Cruiserweight Championship, with the title shared between 205 Live and NXT, and was later extended to NXT UK in January 2020.<ref>{{cite web|url=https://www.newsweek.com/triple-h-interview-nxt-usa-move-live-takeover-1458604|title=TRIPLE H DISCUSSES NXT'S MOVE TO USA AND THE BRAND'S CONTINUED EVOLUTION|date=September 10, 2019|last=Martinez|first=Phillip|work=[[Newsweek]]|access-date=September 12, 2019}}</ref><ref>{{cite web |url=https://pwinsider.com/article/129829/the-future-of-205-live-revealed.html?p=1 |title = THE FUTURE OF 205 LIVE REVEALED {{!}} PWInsider.com}}</ref> A secondary title was later introduced for NXT UK called the [[NXT UK Heritage Cup]] with its own special stipulations. Subsequently, the [[NXT Women's Tag Team Championship]] was created for NXT with the WWE Women's Tag Team Championship becoming only shared between Raw and SmackDown. In January 2022, the NXT Cruiserweight Championship was retired after it was unified with the NXT North American Championship. In September 2022, the NXT United Kingdom Championship, the NXT UK Women's Championship, and the NXT UK Tag Team Championship were retired and unified into their respective NXT counterparts after the NXT UK brand went on hiatus (which will relaunch in 2023 as NXT Europe). The NXT UK Heritage Cup was not retired and after months of inactivity, it was transferred to NXT in April 2023 and renamed the NXT Heritage Cup. The 24/7 Championship was also retired in November 2022.
 
At [[WrestleMania 38]] in April 2022, SmackDown's Universal Champion [[Roman Reigns]] defeated Raw's WWE Champion Brock Lesnar to win both titles and become the Undisputed WWE Universal Champion, although both titles retained their individual lineages. Similarly in May 2022, SmackDown Tag Team Champions [[The Usos]] (Jey Uso and Jimmy Uso) defeated Raw Tag Team Champions [[RK-Bro]] ([[Randy Orton]] and [[Matt Riddle|Riddle]]) to win both titles and become the Undisputed WWE Tag Team Champions, although both titles retained their individual lineages; [[Kevin Owens and Sami Zayn]] would then win the tag titles at [[WrestleMania 39]]; One year later, the Undisputed WWE Tag Team Championship would finally split at [[WrestleMania XL]] in a Six-Pack Ladder Match with [[A-Town Down Under]] winning the SmackDown Tag Team Championships and [[Awesome Truth]] winning the Raw Tag Team Championships, both of these titles would eventually renamed as the [[WWE Tag Team Championship]] and [[World Tag Team Championship (WWE)|World Tag Team Championship]] respectively and both received new belt designs one week later. Meanwhile, a new [[World Heavyweight Championship (WWE, 2023–present)|World Heavyweight Championship]] was introduced for the brand that did not draft Roman Reigns in the [[2023 WWE Draft|2023 draft]], with Reigns keeping his Undisputed WWE Universal Championship. <ref>{{cite web|url=https://comicbook.com/wwe/news/wwe-world-heavyweight-championship-triple-h-introduced-wwe-raw/|title=Triple H Introduces WWE's New World Heavyweight Championship Title|date=April 24, 2023|last=Casey|first=Connor|work=[[ComicBook.com]]|access-date=April 24, 2023}}</ref> SmackDown drafted Reigns, thus the World Heavyweight Championship became exclusive to Raw.<ref name="2023-Night1-results">{{cite web|url=https://www.f4wonline.com/news/wwe/results/wwe-smackdown-live-results-wwe-draft-begins|title=WWE SmackDown live results: The WWE Draft begins|date=April 28, 2023|last=Bath|first=Dave|work=[[Wrestling Observer Figure Four Online]]|access-date=April 28, 2023}}</ref> In June 2023, Reigns received a new belt design that represent the Undisputed WWE Universal Championship, he would then finally drop the title to [[Cody Rhodes]] at Night 2 of WrestleMania XL on April 7, 2024 and the championship was later renamed as the Undisputed WWE Championship. After Rhodes lost to [[John Cena]] at [[WrestleMania 41]] one year later, WWE officially retired the Universal Championship in favor of continuing the WWE Championship (with the former amended its records by removing Rhodes, recognizing Reigns instead as the final champion and declared April 7, 2024 as the official retirement of its lineage).
 
==Similar concepts==
This issue was corrected in September 2002 when the Undisputed Championship became exclusive to ''SmackDown!'' (and renamed the [[WWE Championship]]) while [[Eric Bischoff]] created the [[World Heavyweight Championship (WWE)|World Heavyweight Championship]] for ''RAW''. Shortly thereafter, ''SmackDown!'' created their own [[WWE Tag Team Championship|Tag Team Championship]], revived the [[WWE United States Championship|United States Championship]], and became the exclusive home of the [[WWE Cruiserweight Championship]]. Meanwhile ''RAW'' became the exclusive brand for WWE's original [[World Tag Team Championship (WWE)|World Tag Team Championship]], the [[WWE Intercontinental Championship]], and the [[WWE Women's Championship]]. The end result was each brand having four championships. When ECW was revived in 2006, the [[ECW World Championship]] was re-established and is thus far that brand's sole title.
Although mostly regarded as a WWE concept, brand extensions have also occurred in other professional wrestling promotions. In the 1990s, then-President of [[World Championship Wrestling]] (WCW) [[Eric Bischoff]] proposed a brand extension between WCW and the popular [[New World Order (professional wrestling)|New World Order]] (nWo) stable, which would have seen the group expand in scope and the production of nWo-branded programming; this concept was scrapped due to budgetary concerns.<ref>{{cite web|url=https://cultaholic.com/posts/eric-bischoff-outlines-plans-for-wcw-brand-split|title=Eric Bischoff Outlines Plans For WCW Brand Split|author=Atkins, Jack|date=July 30, 2021|accessdate=February 16, 2022}}</ref> However, in 1997, an nWo-exclusive [[pay-per-view]], [[Souled Out (1997)|Souled Out]], was held. A year later in 1998, WCW began co-branding all of its pay-per-view events under the "WCW/nWo" banner, a practice that continued into 1999.<ref>{{cite web|url=https://www.fightful.com/wrestling/exclusives/eric-bischoff-details-issues-around-planned-wcw-brand-split?|title = Eric Bischoff Details Issues Around Planned WCW Brand Split &#124; Fightful News | date=June 25, 2020 }}</ref>
 
In the mid-2000s, [[New Japan Pro-Wrestling]] introduced a brand extension which divided their roster into two sub-brands: Wrestle Land and Lock Up;<ref>{{cite web|url=http://puroresucentral.com/NJReview-WL5.07.html|title=WRESTLE LAND "DEADLY TARGET," 5/1/07|author=Benson, Reed|work=Puroresu Central|accessdate=February 16, 2022}}</ref> around the same period fellow Japanese promotion [[Active Advance Pro Wrestling|Kaientai Dojo]] promoted two sub-brands for their roster, Get and Rave. In 2013, [[Lucha Libre AAA Worldwide|AAA]] launched a brand extension that split their roster into two sub-brands, ''Evolución'' and ''Fusión''.<ref>{{cite web|url=https://www.luchaworld.com/?p=24271|title=AAA Roster Split for Evolucion & Fusion Brands!|work=Lucha World|date=April 24, 2013 |accessdate=February 16, 2022}}</ref>
During the 2005 Draft, [[John Cena]] (the WWE Champion) was drafted from ''SmackDown!'' to ''RAW''. General Manager [[Theodore Long]] announced that a new ''SmackDown!'' World Championship was to be created but abandoned when [[Dave Bautista|Batista]] (the World Heavyweight Champion) was drafted from ''RAW'' to ''SmackDown!'' and brought the title with him.
 
A similar concept to WWE's brand extension is currently utilized by the Japanese promotions [[CyberFight]], which promotes three distinct sub-brands,<ref name="Yeates">{{cite web |last1=Yeates |first1=Walter |title=Breaking: CyberFight Will Place DDT, NOAH, TJPW Under Same Corporate Banner |url=https://theovertimer.com/2020/07/breaking-cyberfight-will-place-ddt-noah-tjpw-under-same-corporate-banner/ |website=theovertimer |access-date=7 September 2020 |date=July 28, 2020}}</ref> and [[Gleat]], which also promotes three sub-brands.<ref>{{Cite web|title=G PROWRESTLING (G PRO / #GPRO) GLEATの純プロレス部門 LIDET UWF (#LIDETUWF) GLEATの格闘プロレス部門 7.1(木)18:30開始 TOKYO DOME CITY HALL「GLEAT Ver.1」|url=https://twitter.com/LIDET_ENT/status/1406518443348684811/photo/1|access-date=2021-07-26|website=Twitter|language=en}}</ref><ref>{{Cite web|title=【GLEAT実験マッチ 第6弾】第3試合 配信開始！｜LIDET ENTERTAINMENT|url=https://ent.lidet.co.jp/news/detail.php?id=473|access-date=2021-05-10|website=LIDET ENTERTAINMENT|language=ja}}</ref> Following the acquisition of [[Ring of Honor]] (ROH) by [[All Elite Wrestling]] (AEW) founder [[Tony Khan]] in March 2022, ROH and AEW are operated independently with separate rosters and championships while both are under Khan's ownership.<ref>{{cite news|access-date=March 2, 2022|date=March 2, 2022|first=Alfred|last=Konuwa|work=Forbes|title=Tony Khan Announces Purchase Of Ring Of Honor|url=https://www.forbes.com/sites/alfredkonuwa/2022/03/02/tony-khan-announces-purchase-of-ring-of-honor/?sh=1fc0c1c975a0}}</ref><ref>{{cite news|access-date=March 3, 2022|date=March 2, 2022|first=Robert|last=Gunier|work=Forbes|title=AEW And Tony Khan Release Official Statement On ROH Purchase|url=https://www.wrestlinginc.com/news/2022/03/aew-and-tony-khan-release-official-press-release-for-roh-acquisition/}}</ref><ref>{{cite web|url=https://www.cagesideseats.com/aew/2022/3/7/22965348/tony-khan-ring-of-honor-plans-william-regal-aew-role|title=Tony Khan talks ROH plans, William Regal's role in AEW|work=Cageside Seats|author=Sean Reuter|date=March 7, 2022|access-date=March 8, 2022}}</ref> In 2023, AEW launched a soft brand extension between its ''[[AEW Dynamite|Dynamite]]'' and ''[[AEW Collision|Collision]]'' programs, which saw select wrestlers featured exclusively on one of the two shows for a select period of time; this was mostly abolished after [[CM Punk]] (who was almost exclusively featured on ''Collision'') was fired for his legitimate backstage incident with [[Jack Perry]] at that year's [[All In (2023)|All In]] event.<ref>{{cite web|url=https://www.f4wonline.com/news/aew/tony-khan-i-havent-drawn-any-hard-lines-or-locked-aew-into-roster-split|title=Tony Khan: I haven't 'drawn any hard lines' or locked AEW into roster split|date=June 13, 2023|last=Currier|first=Joseph|work=[[Wrestling Observer Figure Four Online]]|access-date=June 17, 2023}}</ref><ref>{{cite magazine|url=https://www.si.com/fannation/wrestling/news/breaking-cm-punk-finished-in-aew|title=Breaking: CM Punk Finished In AEW|date=September 2, 2023|last=Barrasso|first=Justin|magazine=[[Sports Illustrated]]|access-date=September 2, 2023|archive-url=https://web.archive.org/web/20230902221813/https://www.si.com/fannation/wrestling/news/breaking-cm-punk-finished-in-aew|archive-date=September 2, 2023|url-status=live}}</ref>
During the 2007 Draft, then [[ECW World Championship|ECW World Champion]] [[Franklin Lashley|Bobby Lashley]] was stripped of the title when he was drafted to ''RAW''.
 
==References==
Line 244 ⟶ 105:
 
{{World Wrestling Entertainment}}
[[Category:World Wrestling Entertainment]]
 
[[fr{{DEFAULTSORT:WWEWwe Brand Extension]]}}
[[ptCategory:WWE Brandbrand extension| Extension]]
[[Category:2002 introductions]]
Retrieved from "https://en.wikipedia.org/wiki/WWE_brand_extension"