The brand split between Raw and Smackdown LIVE is still in its infancy, but already the competition is heating up.
With SummerSlam on the horizon, both shows have been hyping their respective matches on the card looking for the best start possible.
As part of the new era in WWE, the company has introduced a new world title to Raw. The strap has been branded the WWE Universal title and is supposed to reference the collective noun for fans of the company, the WWE universe.
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Straying from time-tested idea of a traditional world title is a dangerous move by the WWE and it has been met with a fair amount of disdain on the internet.
It seems like the joke isn't lost on the WWE either. The on-screen Smackdown LIVE brass, Shane McMahon and Daniel Bryan, poked fun at the new title on Twitter and even gave a sneak peak at their design for the belt.
John Cena appeared on Talking Smack when Smackdown LIVE concluded and couldn't resist joining in on the rib.
"We may just get it because I just saw a tweet of what could possibly be a prototype for the WWE Universal Championship," Cena said. "I know that's going to RAW, but I think Shane-O-Mac was wearing it. That looked like a really cool piece of hardware, I wouldn't mind that over here."
Wrestling historians have not received the belt very well at all and feel that the company is trying too hard to stamp it's own authority on the industry.
Whilst the WWE can afford to do that as the only major player in town, they've given Seth Rollins and Finn Balor - who compete for the title this Sunday at SummerSlam - an uphill task in making the championship mean something.