The UK High Court ruled that the US-based Federation was in
breach of a contract entered into with the conservationists in
1994, which placed restrictions on the Federation’s use of the
initials. A court order has ordered the Federation to stop using
the initials, having upheld the charity’s arguments that the
Federation’s association with violence and sleaze was damaging by
“insalubrious connotation” the Fund’s ability to raise money for
nature conservation.
The judge wrote: “It is not wholly inconceivable that an old
person, fond of animals, might, having briefly seen WWF being used
in association with wrestling involving women just decide to donate
to the RSPCA instead.”
The revenue generated by internet related activities accounts
for an estimated 3% of the World Wrestling Federation’s $456 total
annual revenue, according to US research firm Jupiter Media Matrix.
One witness claimed the cost of re-branding would run to $50
million.
The fate of the wwf.com address will be decided when the case
returns to the UK High Court for a decision on the precise form of
the court order. The World Wide Fund for Nature presently uses the
domain name wwf.org. The Federation has already said it will appeal
the decision.
