2011 WWE draft
The Brand Extension storyline was initiated in March 2002, in which WWE's Raw and SmackDown television programs were made into brands (similar to conferences within a league) to which employees were assigned; the ECW brand was additionally involved between 2006 and 2009. Annual drafts have followed since this occurrence, except for in 2003. As with past drafts, the purpose of the 2011 WWE draft was to increase television ratings of WWE programming and refresh the rosters for each brand. The 2011 event was confirmed by the RBC Center in April 2011, with WWE officially announcing it on the April 18 episode of "Raw". A USA Network executive had also confirmed the event to occur via a press release on the same day of the WWE announcement.
ECW World Heavyweight Championship
The title was deactivated in 2001 when ECW went out of business. ECW was then purchased by WWE two years later during the summer of 2003. In 2006, WWE reactivated the championship as the world title of their newly established ECW brand. It was a third concurrently active world championship in the promotion, complementing the WWE Championship and World Heavyweight Championship of the other two brands, Raw and SmackDown. The ECW Championship briefly appeared as the sole world title of the Raw brand in 2008 as a result of that year's draft. When WWE disbanded the ECW brand in 2010, the championship was subsequently retired with Ezekiel Jackson as the final titleholder.