In 1963, Vincent J. McMahon reformed the Capitol Wrestling Corporation into the World Wide Wrestling Federation (WWWF) (currently known as World Wrestling Entertainment), breaking his territory away from the National Wrestling Alliance in an attempt to create a new national powerhouse. At the time, the WWWF was the dominant wrestling promotion in the Northeast U.S.. Marella formed a friendship with McMahon, and became a 1/6 shareholder in the WWWF, controlling bookings in several WWWF territories. He also became one of the promotion's top heels, feuding with popular babyface champion Bruno Sammartino in sellout arenas across the country. Despite his huge size, then in excess of 400 pounds, Monsoon had great agility and stamina, often wrestling Sammartino to one-hour time-limit draws.