To better reflect the company’s global entertainment offerings World Wrestling Entertainment Inc. (NYSE: WWE) announced today a new business model for future growth including formally rebranding itself WWE.

Two key components to WWE’s brand expansion will be the active pursuit to acquire entertainment content companies and the outsourcing of WWE’s core competencies – television and film production live event production and licensing. As part of the new business model the company will also focus on the development of new television products including scripted non-scripted and animated programs as well as the launch of a new WWE network in the next 12-18 months. The first new program of the brand expansion is Tough Enough® WWE’s non-scripted program that debuted on the USA Network on Monday.

“The new business model of the company better reflects what WWE is all about being a global entertainment company ” stated Vince McMahon Chairman and CEO WWE. “We will always be loyal to our core business that made WWE a globally known entity however the future of WWE will be the addition of new entertainment content opportunities beyond the ring.”

This new rebranding initiative will be highlighted through a national consumer and business-to-business advertising campaign entitled “Bigger. Badder. Better.™” The campaign kicked off at WrestleMania® XXVII on Sunday and will be featured on cable TV print and online.

In addition to focusing on the expansion of the company the company will bolster its core business with the launch of a new talent development department headed by Paul “Triple H®” Levesque. The new department will put a greater emphasis on worldwide recruitment training and character development to identify future WWE Superstars and Divas. The first recruit acquired under Levesque’s new department was the signing last month of future WWE Superstar Sin Cara™ formerly known worldwide as Mistico.

About WWE
WWE a publicly traded company (NYSE: WWE) is an integrated media organization and recognized leader in global entertainment. The company consists of a portfolio of businesses that create and deliver original content 52 weeks a year to a global audience. WWE is committed to family-friendly PG content across all of its platforms including television programming pay-per-view digital media and publishing. WWE programming is broadcast in more than 145 countries and 30 languages and reaches more than 500 million homes worldwide. The company is headquartered in Stamford Conn. with offices in New York Los Angeles London Shanghai Singapore and Tokyo. Additional information on WWE (NYSE: WWE) can be found at wwe.com and corporate.wwe.com. For information on our global activities go to http://www.wwe.com/worldwide/.

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Media Contact:
Justine Sacco
203-406-3647 / 516-554-5666 Justine.Sacco@wwecorp.com

Investor Contact: Michael Weitz
203-352-8642
Michael.Weitz@wwecorp.com

Trademarks: All WWE programming talent names images likenesses slogans wrestling moves trademarks logos and copyrights are the exclusive property of WWE and its subsidiaries. All other trademarks logos and copyrights are the property of their respective owners.

Forward-Looking Statements: This news release contains forward-looking statements pursuant to the safe harbor provisions of the Securities Litigation Reform Act of 1995 which are subject to various risks and uncertainties. These risks and uncertainties include without limitation risks relating to maintaining and renewing key agreements including television distribution agreements; the need for continually developing creative and entertaining programming; the continued importance of key performers and the services of Vincent McMahon; the conditions of the markets in which we compete and acceptance of the Company’s brands media and merchandise within those markets; our exposure to bad debt risk; uncertainties relating to regulatory and litigation matters; risks resulting from the highly competitive nature of our markets; uncertainties associated with international markets; the importance of protecting our intellectual property and complying with the intellectual property rights of others; risks associated with producing and travelling to and from our large live events both domestically and internationally; the risk of accidents or injuries during our physically demanding events; risks relating to our film business and any new business initiative which we may undertake; risks relating to the large number of shares of common stock controlled by members of the McMahon family and the possibility of the sale of their stock by the McMahons or the perception of the possibility of such sales; the relatively small public float of our stock; and other risks and factors set forth from time to time in Company filings with the Securities and Exchange Commission. Actual results could differ materially from those currently expected or anticipated. In addition our dividend is significant and is dependent on a number of factors including among other things our liquidity and historical and projected cash flow strategic plan (including alternative uses of capital) our financial results and condition contractual and legal restrictions on the payment of dividends general economic and competitive conditions and such other factors as our Board of Directors may consider relevant including a waiver by the McMahon family of a portion of the dividends which has now expired. Any new dividend waiver is subject to two things. The first is the receipt of the approval of the Internal Revenue Service which has been obtained. The second is the agreement of members of the McMahon family. No determination has been made by the McMahon family to enter into a new waiver agreement.