On the RAW after Austin won the WWF Championship, Mr. McMahon presented him with the newly designed WWF Championship belt and informed Austin he did not apporved of his rebellious nature and that if he didn't conform to society and become his image of what a WWF Champion should be, Austin would face severe consequences. Austin gave his answer in the form of a Stone Cold Stunner to McMahon. This lead to a segement a week later where Austin had pledged a few days prior in a meeting to agree to McMahon's terms, appearing in a suit and tie, with a beaming McMahon taking a picture of himself and Austin, his new corporate champion. The entire thing was a ruse by Austin who in the course of the segment proceeded to tear off the suit, telling McMahon it was the last time he'd ever be seen dressed like this (he was seen in a suit in his Hall of Fame induction cermony.) Austin punched McMahon in the 'corporate grapefruits', and took another picture with McMahon grieving in pain.
The following week on April 13, 1998, Stone Cold Steve Austin and Mr. McMahon were going to battle out their differences in an actual match, but the match was declared a no contest when Mick Foley (as Dude Love) interrupted the entire thing. On that night RAW defeated Nitro in the ratings for the first time since June 1o, 1996.
Their rivarly brought as much media attention to the WWF as any other feud going during that time in the WWF. Their rivarly continued through the Attitude Era including a match in 1999 at St. Valentine's Day Massacre. Through the rivarly, McMahon founded two heel factions, The Corporation and The Corporate Ministry, using several wrestlers to face Austin including The Rock, The Undertaker, Kane, and The Big Show.
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