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Stone Cold Steve Austin is not the Corporate Champion and doesn’t want to wear any Corporate Title.
When the Rattlesnake first became Federation Champion, after defeating Shawn Michaels at WrestleMania XIV, he obtained a title that was first purchased by Mr. McMahon. He wasn’t happy.
Just after Fully Loaded: In Your House last July, Austin traded in what the owner calls the "official" Federation Championship and began carrying around his own custom-made gold. Austin’s title was much better suited for him, as it featured a skull and rattlesnake, and a whole lot of attitude!
He carried that championship proudly until September, when at Breakdown: In Your House Mr. McMahon used his "master plan" to get the championship away from Austin. That night, after Kane and the Undertaker simultaneously pinned the Rattlesnake, Mr. McMahon took the title hostage and ran toward his limo. Just before he got in and it drove away, he screamed at Austin, "You don’t have it anymore, it’s mine!"
The following day, September 28 on the live RAW from Detroit, Michigan, the owner -- as Gorilla Monsoon would say -- added insult to injury. Mr. McMahon came out with the custom made gold.
"This was a championship belt that Stone Cold Steve Austin had made for himself," the owner said. "Look at it with the skull on it. There’s only one place that this championship belt is going—above my fireplace on my mantle in one of my homes."
Then Mr. McMahon put the custom-made championship around his own waist and stood up on the second rope with both arms in the air, mocking Austin.
Later in the night, Austin attacked McMahon in the famous Zamboni incident and was arrested. While being led away by police, Austin promised, "I ain’t done with ya yet Vince. I ain’t done with ya, not yet but a longshot!"
No truer words have been spoken. In fact, the very next week, Austin attacked Mr. McMahon in the hospital (in an episode of RAW also featuring the debut of Mr. Socko). But as much as Austin antagonized Mr. McMahon, he wasn’t able to recapture the title.
In October, the owner attempted in vein to get Austin to humble himself. He forced the Rattlesnake to be the special referee in the match between Kane and the Undertaker to determine the new champion at
Judgment Day. Austin knocked them both out, slapped his hand on the mat three times, and declared himself the winner! Mr. McMahon fired him on the spot.
The following night on RAW, Austin took the owner hostage—making him literally squeal like a pig —with the infamous toy "Bang 3:16" pistol. So fearful was the owner that he sent Shane out to sign Austin to a new contract—with the stipulation that the Rattlesnake could not attack the owner unless sufficiently physically provoked. The contract guaranteed one shot at the Federation Championship—but only one.
At Survivor Series, Austin was again unable to capture the title after being double crossed by Shane.
Later, at the Royal Rumble, Austin let his rage get the best of him. Instead of simply throwing the owner
over and out and winning the match, he beat on him until he was distracted by The Rock, and
Mr. McMahon threw him over! Fortunately with a little help from Commissioner Michaels, Austin
got himself another shot—at WrestleMania.
In a truly unforgettable match, Austin overcame months of difficulty and finally regained the title.
After months of struggle, it is understandable that Austin would not want to wear any "official" Federation Championship. The word "official," in any of its definitions, is not part of the Austin 3:16 Dictionary. Austin has always done things his way, and he wants to carry a title that represents that. Most importantly, he wants his title … not Vince’s!
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So Cena wanst the first person to change the title, to one of his own.
