The brand was established as a relaunch of the former Extreme Championship Wrestling (ECW) promotion, the assets of which WWE acquired in 2003.

From 2007 to 2009, ECW wrestlers also occasionally appeared on the Raw and SmackDown television programs due to talent exchange agreements between the brands.

[2] The WWF divided itself into two de facto wrestling promotions with separate rosters, storylines and authority figures.

The brand extension was publicly announced by Linda McMahon during a telecast of Raw on March 25 and became official the next day.

With rejuvenated interest in the ECW product, WWE began exploring the possibility of reviving the promotion full-time.

On May 25, 2006, WWE announced the launch of ECW as a stand-alone brand, congruous to Raw and SmackDown!, with its own show on Sci Fi (now Syfy).

For televised events, the main ring-facing cameras were placed on a different location in the arena while the wrestling ring itself featured an ECW logo on the mat and blank turnbuckle covers.

[7] After Heyman left in late 2006, there was no ECW authority figure until August 14, 2007, when Armando Estrada was announced as the General Manager.

On the April 7, 2009 edition of ECW, it was announced that Long was returning to SmackDown to fulfill the role of General Manager.