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.