In 1948, promoter Pinkie George, along with other promoters, recognized Brown as the World Heavyweight Champion in the newly formed National Wrestling Alliance (NWA). Brown began the NWA's project of unifying the various world heavyweight championships contested at that time with the NWA version. A significant unification match took place against Frank Sexton on March 15, 1949. Sexton held the American Wrestling Alliance Heavyweight Championship, the second most important championship in the country at that time, which he had previously unified with the Maryland version of the World Heavyweight Championship.