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There have been talks of putting Rusev in a feud with current WWE United States Champion Sheamus after his program with Big Show is over. The idea behind this feud is for Rusev to beat Sheamus for the US Title and then brag about being the US Champion to generate more heat given that his character is Russian.
To generate more heat for Rusev, WWE can rename the US Title as the Russian title just like Lance Storm did in WCW in the year 2000 when he renamed the WCW United States Heavyweight Championship to the Canadian Heavyweight Championship.
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