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.
WWE Intercontinental Championship
Over Bischoff's objections, Raw Co-General Manager Stone Cold Steve Austin reactivated the Intercontinental Championship on the May 5, 2003 episode of "Raw" and declared any former champion on the Raw roster eligible to enter a battle royal at Judgment Day for the title. Christian won the battle royal to win the championship and restore a secondary singles title for Raw wrestlers to compete for. Eventually, WWE did the same thing for SmackDown and created a separate set of titles for that brand; for its secondary title, SmackDown reactivated the United States Championship that had been unified with the Intercontinental Championship in 2001, placing the WWE name on it while claiming the lineage of the old WCW title of the same name (much as they did with the Cruiserweight Championship when that became WWE exclusive).
On October 2, 2011, at Hell in a Cell, Cody Rhodes introduced a modified version of the classic championship belt design with the white strap, with an added modern WWE "scratch logo" and other embellishments. The first brand split ended on August 29, 2011, and the title could be defended on both "Raw" and "SmackDown". On August 18, 2014, the Intercontinental Championship belt, along with all other pre-existing championship belts in WWE at the time, received a minor update, replacing the long-standing scratch logo with WWE's new logo originally used for the WWE Network. On May 31, 2015, the championship was contested for in an Elimination Chamber match for the first time.