Today what's on my mind is shitty WWE Champions. The WWE (formerly WWF, formerly WWWF) Championship is the most celebrated wrestling title in the history of the business. While it's not currently the most prestigious (as my colleague Joseph Chaplin and I discussed HERE), it has the richest overall lineage and is by definition the most well-known championship. Just about every luminary to make his mark in North American wrestling the last 40 or so years has won or at least contended for that belt. When WCW went belly-up in 2001, the WWF Title became the only recognized worldwide championship, and while WWE has had two top belts for most of the the intervening years, it's generally the WWE Title that's been presented as the most important.
But there have been times when a wholly undeserving fellow has been graced with a Title run, much to the chagrin and puzzlement of those of us with logical thought processes. Then there have been times when a perfectly viable guy has won the belt but the company never really got behind him or presented him as worthy, thus his title reign was a big honkin' flop. In each of these cases, the value of the Title has taken a nosedive or at least been temporarily damaged. Below are ten examples of these two scenarios, in chronological order.
1. Stan Stasiak (1973)
The old WWWF was what they called a "babyface territory." The promotion depended on a heroic, long-running Champion to sell tickets and drive revenue. Thus whenever a heel won the belt, it was simply as a transition so they could quickly put the belt on a different babyface. Case in point, the weakest of these early heel champs, Stan "The Man" Stasiak. In 1973 Pedro Morales was enjoying a nearly three-year run as the face of the company, but fans began clamoring for their former hero Bruno Sammartino to win back the Title he'd held for 7-1/2 years (Still the longest title run in wrestling history). Not wanting a babyface vs. babyface title change, the company decided at the last minute to book Stasiak in a "banana peel" win over Morales (The ol' spot where the babyface hits a belly-to-back suplex on the heel, but the heel raises his shoulder and the babyface pins himself). Stasiak was now the unlikeliest of WWWF Champions. So unlikely in fact that he dropped the belt to Sammartino just nine days later. When you realize that Killer Kowalski (a major heel draw for the promotion) never held the belt but Stasiak did, it's even more baffling.
2. Sgt. Slaughter (1991)
WrestleMania VI was headlined by the hugely successful Hulk Hogan-Ultimate Warrior match, wherein Warrior scored an ultra-rare clean pin over the company's golden (more like golden-brown) goose. The match was considered such an epic encounter (For the record I was never a fan of this match but I get why others liked it so much), that it seemed inevitable we'd see it again at WrestleMania VII. It made perfect sense after all; 'Mania 6 drew a huge stadium crowd and the company wanted to fill an even larger venue (the 100,000-seat LA Coliseum) the following year. What match could be bigger than the biggest rematch in WWF history? But instead Vince opted to have perennial midcarder (and only marginally coordinated worker, who incidentally had just returned to the WWF five months earlier) Sgt. Slaughter defeat Warrior for the strap at the Royal Rumble, position him as an Iraqi sympathizer to cash in on the Gulf War, and let Hogan be the conquering American hero. This booking was totally rushed and contrived, and it was the first time as a fan that I felt they had devalued the WWF Title. Slaughter wasn't remotely believable enough in the ring to be the company's top champ, the exploitation of the Gulf War felt sleazy and cheap (and by the time 'Mania 7 rolled around the skirmish had been over for a month), and not surprisingly ticket sales for the event tanked, to the point they had to move 'Mania to the much smaller LA Sports Arena. This was an epic failure that signaled the end of the 80s boom period.
3. Hulk Hogan (1993 & 2002)
This entry is a little different. Yes I know Hulk Hogan was one of the company's greatest champions, but of his six WWF Title reigns, only three were any good. The fourth lasted only a few days, as he was stripped of the belt due to a controversial win. But his fifth and sixth reigns were downright insulting to the intelligence, and thus warrant inclusion on this list (Incidentally this entry pushes JBL off the list - you're welcome John).
In 1992 Hogan walked away from the business to pursue an acting career. That didn't work out so well, and Vince brought him back in early 1993. The WrestleMania main event that year was Bret Hart, the WWF's new top babyface vs. Yokozuna, its newest monster heel. Yokozuna won the belt in cheap fashion, and then Hogan inexplicably ran down to the ring to protest the decision, despite never having interacted with Bret at all leading up to this. Yokozuna even more inexplicably challenged Hogan to a match on the spot, and Hogan won back the Title in seconds. Thus WrestleMania IX ended with both main event participants looking like chumps while the increasingly irrelevant Hogan stood tall with the strap. The plan was for Hogan to face Bret at SummerSlam, but Hogan balked at the idea and aside from a handful of house shows, went home for two months. Vince had to scramble to get the belt back on a full-time guy, and Hogan vs. Yokozuna II was booked at King of the Ring. Hogan dropped the belt and left the WWF again for nearly a decade. The ending to WrestleMania IX stands as the worst, most counterproductive PPV climax of all time.
In 2002, after the demise of WCW, Vince decided to resurrect WCW's most successful angle, the nWo. Hogan, Scott Hall and Kevin Nash returned to the company at No Way Out and ran amok for two months. This set up Hogan vs. The Rock at WrestleMania X8. What no one bargained for though was the Toronto crowd giving Hogan a white-hot hero's welcome. Those damn Canadians came unglued for Hogan, and during the post-match shenanigans the company turned him babyface, thus nullifying the nWo stable. Vince was so blinded by the 'Mania crowd reaction in fact that he scrapped plans for new champion Triple H to defend against The Undertaker at Backlash, and had him face the 48-year-old Hogan instead (Incidentally, Hogan's win-loss record post-return was 1-1 at that point). Hogan's sixth title win was wrong on multiple levels. First, the WWF had redefined itself in the late 90s by showcasing young, edgy, exciting stars to combat WCW's focus on former WWF names from the 80s. Putting the belt on Hogan in 2002 was completely inappropriate given how far past his prime he was, and how hard he'd tried to put the WWF out of business. Second, the WWF audience had for years been conditioned to the top champion being a strong in-ring worker. Bret, Shawn, Austin, Rock, Triple H, Taker, Angle, Jericho, all of the significant champions of the era could deliver restaurant-quality matches on a consistent basis. Hogan could still entertain, but he was never an accomplished in-ring talent, and this was simply not acceptable for a WWF Champion in 2002. Third, Triple H was just being established as the company's new top babyface. Taking the belt off him only four weeks after his big WrestleMania win undermined everything they were trying to do with him. Hogan's title run was understandably not well-received; he dropped the belt to The Undertaker a month later, and was gone again by August. It's rare for a star of Hogan's caliber to have two terrible WWF Title runs, but by golly he did it.