The World Wrestling Federation has announced that it has
re-branded as World Wrestling Entertainment and has moved from
WWF.com to WWE.com, apparently abandoning plans to appeal a case
won earlier this year by the World Wide Fund for Nature, formerly
the World Wildlife Fund.
In October 2001, the High Court ruled that the Federation
breached a 1994 agreement with the Fund by the use of its logo and
the URL wwf.com. The charity successfully argued that the
Federation’s association with violence and sleaze was damaging by
“insalubrious connotation” the Fund’s ability to raise money for
nature conservation.
In February, the English Court of Appeal upheld the High Court’s
order that the Fund was entitled to the exclusive use of the
initials WWF anywhere outside the US. The Federation initially said
it would appeal to the House of Lords, but it appears now to have
abandoned this plan.
Linda McMahon, CEO of the newly named World Wrestling
Entertainment said this week:
“We will utilise this opportunity to
position ourselves emphasising the entertainment aspect of our
company, and, at the same time, allay the concerns of the
Fund.”
WWE said in a statement that it will continue to trade as WWF on
the New York Stock Exchange until a suitable replacement symbol is
found. The company will be providing the appropriate documentation
and filings with regulators to solicit shareholder approval of the
name change.
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