text: why did the wwf change its name to wwe?   following a 2000 lawsuit from the world wildlife fund (also wwf), the federation changed its name to world wrestling entertainment, or wwe. its parent company, world wrestling federation entertainment, also chose to adopt this name. the lawsuit dealt with the wrestling company's breaching of an agreement with the fund over use of the initials "wwf" in the united kingdom. rather than attempt a financial settlement with the fund, mcmahon changed the name of the company. the logo was altered, and a promotional campaign called "get the f out" was used to publicize this change. also, all verbal and visual references to "wwf" and the world wrestling federation logo from the "attitude" era were edited out from old broadcasts. some observers saw the new name as further acknowledgement by the company on its emphasis towards the entertainment rather than athletic aspects of professional wrestling.