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
Following the events of the WWE brand extension, an annual WWE draft was established, in which select members of the WWE roster are reassigned to a different brand. ECW was revived as a third brand in 2006 to rival Raw and SmackDown and continued to operate until February 16, 2010, rendering the title inactive once again.