The Complete History of the WWE Championship - Part 2

Superstar Billy Graham (April 30, 1977 - February 20, 1978)

Superstar Billy Graham: First long reigning heel WWE Champion

Bruno Sammartino's final reign as WWWF Champion was terminated by Superstar Billy Graham on April 30, 1977 at the Baltimore Civic Center.

It was actually Bob Backlund who had initially been recommended to Vince McMahon Sr as Sammartino's successor by the NWA boss, Sam Muchnick. However, both McMahon Sr and Muchnick felt the four year pro needed further seasoning as a wrestler before being given such a prominent spot.

That's where Graham fit in. Graham was chosen to act as a transitional champion much like Koloff and Stasiak had been earlier in the decade (see part 1 when you're done here), but the transition was to take place over a much longer period to give Backlund time to develop appropriately for the spot.

When McMahon Sr booked Graham to win the strap, he already knew the date he would lose it. In the intervening 296 days, Graham was a revelation as champion.

If he had not been a heel, he may well have been Sammartino's long term successor. Graham was the full package; he possessed boatloads of charisma, with his Mohammad Ali inspired rhyming promos, incredible physique and eye catching tie dye ring gear, making him a box office success.

Graham contested energetic and high drawing rematches with Sammartino, retaining the strap each and every time. Graham also defended the belt versus future NWA World Champion Dusty Rhodes, Mil Mascaras, High Chief Peter Maivia (grandfather of Dwayne "The Rock" Johnson) and others. Business was booming throughout Graham's reign, but time was almost up. Backlund's coronation was due.

Graham attempted unsuccessfully to persuade McMahon Sr to delay Backlund's title win, but McMahon Sr was unmoved. Backlund would win the WWWF Championship as planned on February 20, 1978. Graham's solitary WWE Championship run was over.