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.
Bam Neely
Rocheleau made his WWE television debut on the ECW brand on April 8, 2008 when after Kane and Chavo Guerrero signed the contract for their ECW Championship rematch at Backlash, LaRouche stormed the ring, aiding Guerrero (as well as Hawkins and Ryder) in beating down Kane and putting him through a table. On the May 5 edition of Raw, the entire ECW roster defeated Triple H and Mr. Kennedy in a handicap match where Guerrero pinned Kennedy.