Remember when Titles Had Meaning?

Currently in WWE the World Heavyweight Champion Brock Lesnar makes fewer public appearances than Bin Laden did before his demise. As such the main belt is void of screen time, an act that threatens to devalue it. The second tier titles, the United States and Intercontinental championships, should have been used to cover the gap. Instead these once illustrious titles have been floundered further by WWE creative. It used to be so different. It used to be so much better.

Regardless of storylines and the characters involved, during the boom periods of sports entertainment championship gold meant everything. The gravitas of results revolved around which side of a rivalry ended the night with a belt held aloft. From the dawn of the new brand of wrestling, sports entertainment as we now know it, in the 80s, personalities that transcended the ring and fell into popular culture came into being. Characters like Hulk Hogan and the Ultimate Warrior. Their defining moment came at the start of 1990 when WWF champion, Hogan, faced the Intercontinental Champion, The Warrior, at Wrestlemania VI.

What added to the bout, one already soaked in electricity, was the two main titles. It was like a pro-wrestling unification bout, the type only seen before in boxing rings. Hard to call, a unique chance to see the two great titles face off. The belts weren’t an added gimmick, they were revered and desired. They made a win all the more credible. Of course, Warrior triumphed that night, vacated the I/C title, but not before holding both belts high above his head with pride.

Moving through the 90s the titles still had great value. So much so that Vince screwed Bret (or Bret screw Bret, depending on your take) to keep his main belt from appearing on WCW television. An era when the WWF Womens Championship was dumped in a bin on WCW Nitro by Medusa, a shock at the time, a title that disappeared without fanfare. Before that The British Bulldog defeated Bret Hart for the Intercontinental Title in a packed-out Wembley Arena. That was when 90,000 Brits believed it was a belt worth holding. Nowadays it’s a tool to place a ceiling on the mid-card.

Back then belts were an extension of a performer’s power, a visual representation that validated them, never better emphasised than when Ric Flair brought the Big Gold Belt from WCW to WWF. Now they feel like awkward afterthoughts. Something the WWE hates to accommodate but does so to shift kids’ replica merchandise. The last time they had genuine importance was after the Invasion storyline. They went to great lengths to enforce how important championship gold was. They had, after all, just bought WCW’s history; they had to drive home how important each championship aspect was. It culminated in belts becoming unified, separated, and unified some more.

For example, Chris Jericho became the first unified champ by holding the WWF belt and WCW world heavyweight title. That became the unified belt and then singular WWF title again. Due to the brand extension they soon brought the big gold belt back, in doing so it saw the I/C title, US title, European Championship and the Hardcore Championship all being unified, across a period of time from Survivor Series 2001 to No Mercy 2002, into the World Heavyweight Championship. The US and I/C titles did re-emerge at Judgement Day 2003, but by then the stage had been set to devalue the once highly regarded belts.

Recently we saw the World Heavyweight Championship – the Big Gold Belt’s ghost title – unified again, this time by Randy Orton. WWE tried to remind us the great lineage of both titles, successfully reminding us how mistreated all the current titles have been in recent years. Now Lesnar holds the belt without making any appearances for months. I’m all for the main belt having reduced screen time. It makes it feel more special. But an absence of one month is enough. One PPV, tops. Never more than this. It should be defended at every monthly event that requires subscribers to pay more or headlines the network during that period. Now the WWE World Heavyweight Title doesn’t feel special, it feels unnecessary.

In its absence the secondary titles could have been used to fill the void. It was a great chance to return their former value. The higher mid-card could have evolved to the main event scene, like Warrior did with his I/C title in 1990. With the I/C title becoming the new top title, the US champ could have become a good number two, like the Intercontinental title of years gone by.

Instead we witnessed Sheamus holding the belt without ever really defending it. It was prop, not authentic. And Ziggler went on a losing streak while holding I/C gold. Even though he was the holder of such an illustrious title, there was no way WWE creative could allow him to overcome Seth Rollins. In doing so they told the viewers that the I/C champ was good, but not that good. That a higher level existed beyond the title.

To enforce this, Ziggler himself overcame the current holder, Luke Harper, this week on Smackdown. Telling us that Ziggler is now in the top group. The Intercontinental Championship should be validation of the top group by them holding it, not by the champ jobbing to them. Top tier and the upper mid-card shouldn’t face off on regular programming, especially to the detriment of titles. Only Rusev holding the US title has stemmed the tide for now.

The WWE needs to address its current title problem. It’ll take time but the long term benefits are worth the efforts required to restructure its current stance. Would a ladder match for the I/C title tomorrow have the same aurora as Shawn Michaels vs Razor Ramon did? No. And it’s not for a lack of talent, but the title has zero importance now. Does anyone actually care who the WWE Champion is now? No. And it’s not because WWE lacks main event star power. Better titles creates bigger buzz around PPVs. Prestige on the belt gives holders a step closer to immortality, and instant validation with the WWE Universe.

A competition without a main prize isn’t sport at all. It’s not even entertainment.

Out of Nowhere!

They say a week is a long time in football (soccer to American readers) and that can be applied to life in the WWE. Never better expressed than the resurgence of Randy Orton. To such a degree even BBC Sport reported Dundee players celebrating a recent goal by imitating Orton’s famous finisher, the RKO ("Randy Orton: Dundee celebrate goal with WWE move"). It comes off the back of videos and Vines that went viral online, each depicting real-life slips but with The Viper superimposed applying the killer move. It put Orton over in a whole new way. Suddenly the third-generation superstar transcends sports entertainment.

Before the 20^th October Monday Night Raw, not many people had the stomach for another Orton/Cena clash. The match had no relevance. Orton had drifted – through no fault of his own – during his reign as the first WWE World Heavyweight Champion. It was doomed after poor scripting, the idea he was ‘first’ to hold both belts when we all remember Chris Jericho unifying the titles, and being overshadowed by Daniel Bryan’s emergence. Since then he has been part of The Authority. Out of the main title mix, seemingly far away from a shot at the MIA Brock Lesnar.

Then it all changed. Those Vines must have helped. Exposure is always a good thing. Initially the idea of presenting Cena or Orton with a shot at gold, when many saw their match behind Ambrose and Rollins, was absurd. What nobody foresaw was the fire that had been lit beneath Randy. Getting attention gives anyone a boost, combined with the spotlight being thrust back on him, a fresh version of the Apex Predator emerged. This is usually unheard of for established stars. Once a main character is formed it goes stale (can you ever see Cena changing now or The Rock altering his act?).

Delivering multiple RKOs was a must after the recent internet sensation. Giving one to sirs Cena and Heyman ensured the fight at Hell in a Cell had extra spice, and the one he gets afterward (hopefully Lesnar) suddenly got personal. Combining this with tensions surrounding Seth Rollins reaching a crescendo, should ensure he’s about to break out on his own once again.

WWE needs to build on the new public awareness surrounding the RKO. Down the line I’d like to see him counter Brock Lesnar’s F5 for the title win. Before this he needs to shown popping unexpected RKOs off everywhere. Not just in-ring, or backstage, but vignettes filmed from real-life set-ups. Let’s see him drop people in shopping malls and banks; movie theatres or as a spectator at sports games. When something is hot, use it. Make videos and clips the way WWE managed in the attitude era. Orton is now over with the fans, and this is before a face turn. They shouldn’t drop the ball like they have done, and keep doing, with so many other stars.

This week he described himself as ‘Third generation royalty,’ it’s time to make Randy Orton a powerful King. Most fans have had their fill of Cena, Bryan is injured and Reigns isn’t ready yet for main event status. As for Ambrose and Rollins – they’d be good to offer a challenge to a newly crowned Viper.

Best of the RKO Vines YouTube Link