Wrestlers lose tag match

That's entertainment: WWF stars are now WWE fighters

America's World Wrestling Federation has admitted defeat in the battle over the rights to its initials.

The Connecticut-based company announced it is changing its name to World Wrestling Entertainment Inc (WWE).

It began considering dropping the word 'Federation' from its name after the World Wildlife Fund won a recent court action in London.

The court ruling prevents the Federation from using the logo it adopted in 1998 and the letters WWF in specified circumstances.

"Our new name puts the emphasis on the 'E' for entertainment, what our company does best," said Linda McMahon, CEO of World Wrestling Entertainment.

"WWE provides us with a global identity that is distinct and unencumbered, which is critical to our US and international growth plans."

Legal action

London's Court of Appeal in February denied the wrestling group's challenge to an injunction, granted last year, that gives the right to the initials to the World Wildlife Fund.

The injunction gives the wrestlers limited rights to use the initials in the United States.

The charity - best known for its efforts to protect the giant panda and other endangered species - had taken legal action to protect its global brand and reputation.

The wildlife charity registered the initials WWF as a trademark in 1961.

It changed its name to World Wide Fund for Nature outside the United States in 1989, but uses the WWF initials and its panda logo around the world.

A new logo reflecting the name change was introduced on Monday in WWE's television show 'RAW'.

WWE will continue to trade as WWF on the New York Stock Exchange until a suitable replacement symbol is found.