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About: WWE brand extension     Goto   Sponge   NotDistinct   Permalink

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The brand extension (also referred to as the brand split) is the separation of WWE's talent roster (and, at various times, creative staff) into distinct divisions, or "brands". The strict adherence to the on-screen integrity of the brand split has varied over time. Wrestlers are allocated to a brand via the annual draft. From 2017 to 2019, the draft was replaced with the "Superstar Shake-up", where WWE talent were drafted behind the scenes. Following SmackDown's move to FOX and return to Friday Nights in October 2019, a second draft was held for that year and returned to a traditional format.