The first competitor to step up to the plate was Dude Love, who attacked Austin when he was set to take on McMahon on RAW. Dude was unable to defeat Austin for the title at either April’s "Unforgiven" or May’s "Over the Edge."
Next up was Kane, who actually defeated Stone Cold for the championship in a First Blood Match at the 1998 King of the Ring. But the Big Red Machine lost the title back to Austin just one night later on RAW!
Austin was able to successfully defend the title for the next three months, and even had a brief Tag Team Championship reign with the Undertaker as his partner. But Austin could never fully trust the Undertaker, as he felt he was in cahoots with his brother, Kane. Austin’s theory proved correct.
Mr. McMahon knew he needed a plan, so he hired the Undertaker and Kane to take the title from Austin. At September’s "Breakdown," Austin fought the Undertaker and Kane for the championship in a Triple Threat Match. Even the Rattlesnake himself could not overcome these seemingly insurmountable odds, and he lost the title when the Undertaker and Kane simultaneously pinned him.
At October’s "Judgment Day," Austin was named the special guest referee in a match between the Undertaker and Kane to determine the undisputed Federation Champion. Austin vowed that he would not award the belt to either man. McMahon promised that if he didn’t, he would fire Austin on the spot!
At "Judgment Day," both Undertaker and Kane lay unconscious on the mat. Austin counted both of their shoulders to the mat, and declared himself the new World Wrestling Federation Champion! McMahon was livid, and screamed, "Screw you, you’re fired!"
The next night on RAW, McMahon declared that there would be a 14-man "Deadly Game" tournament at the ’98 Survivor Series to crown an undisputed Federation Champion. Later that same night, an irate Austin took the owner of the company hostage, placing a gun over his head.
The Rattlesnake promised Vince that he wouldn’t feel a thing. Finally, with Vince on his knees in the middle of the ring, Austin shoved an envelope into his pocket, put the gun to McMahon’s head and pulled the trigger. A little flag with the words "Bang 3:16"popped out of the gun! Austin had threatened McMahon with a toy gun and caused the owner to wet himself!
The following week, it was revealed that the envelope Austin put in McMahon’s pocket was a brand-new contract guaranteeing Stone Cold at least one title shot! Austin revealed that Shane McMahon – tired of living under his father’s intense scrutiny – had signed the contract behind his father’s back. Irate at Shane, Mr. McMahon demoted his son to a lowly referee. At the Survivor Series, Stone Cold earned a disqualification win in the opening round against the Big Boss Man. In the second round he was pitted against Mankind, a superstar who many fans thought was Mr. McMahon’s choice to win the tournament. Austin hit a Stunner on his opponent, but before the referee could count Mankind out, Mr. McMahon pulled the ref out of the ring and knocked him out cold.
Shane soon ran down the aisle, seemingly coming to the aid of the Rattlesnake. But after smacking the mat a second time, the younger McMahon simply smiled and flipped Austin the middle finger. It had been a conspiracy all along! As Austin chased Shane, Mankind leveled the Rattlesnake with a chair and pinned him to move on in the tournament.
As it turned out, the McMahons were just using Mankind, and The Rock became the corporate champion that night. But invoking a clause in his new contract, the Rattlesnake got a title match against The Rock the very next night on RAW! In this confrontation, Austin hit a Stunner on the "Great One," but Corporation member Ken Shamrock pulled the ref out of the ring, earning Stone Cold a win via disqualification.
In the following weeks, McMahon made it known that the only way Austin would qualify for the Royal Rumble was if he were to defeat the Undertaker … in a Buried Alive Match! Austin did exactly that at December’s "Rock Bottom"!
Mr. McMahon made Austin a promise heading into the Royal Rumble: There was "No Chance In Hell" that Austin would win the 30-man spectacular. McMahon even announced that Austin would be the first superstar to enter the ring, meaning that to win, the Rattlesnake would have to survive for over an hour!
Commissioner Shawn Michaels threw a wrench into McMahon’s plan, however, when he announced that McMahon himself would be the second entrant into the Rumble, meaning that the owner of the company would have to face off against Stone Cold!
At the Rumble, Austin and McMahon battled furiously for the first two minutes of the contest. After a Stunner, Stone Cold had the opportunity to throw McMahon over the top rope, but elected instead to inflict more pain onto the Federation owner. The two battled through the crowd and into a restroom, where the Corporation was waiting for Austin. It had been a trap all along!
Austin was taken away in an ambulance. The Rumble match continued, and later in the match, Austin returned to the arena! The Rattlesnake got back in the ring and opened up a "can of whoop-ass," eliminating numerous superstars before finally eliminating the Big Boss Man, making the final participants himself and McMahon! The two tussled back and forth before the Corporate Champion – The Rock – made his way to ringside. The Rock distracted Austin, allowing McMahon to throw him over the top rope. Vince McMahon had won the Royal Rumble.
The next night on RAW, McMahon relinquished his rights to the position of number-one contender, saying that he didn’t want to fight The Rock. Big mistake! Austin and Commissioner Michaels appeared on the TitanTron, citing a clause in the Federation rulebook which states that "if the Rumble winner relinquishes his rights to the WrestleMania title shot, then the runner-up gets the shot!"
Austin also issued Vince a challenge: If Vince could defeat him in a Steel Cage Match, then Austin would give up his title shot. The two met at "St. Valentine’s Day Massacre." Austin took advantage of his opportunity, brutalizing McMahon, at one point throwing him off the cage through a table!
Austin seemingly had the match at hand, when seven-foot, 500-pound Paul Wight came out from under the ring! Showing allegiance to McMahon, Wight attacked Austin. But the plan backfired – Wight threw Austin into the cage with such force that the cage broke, and Austin fell to the floor and won the match!
The scene was set for a WrestleMania XV showdown with The Rock. Austin vowed to check into Room 316 at the SmackDown Hotel, and to "burn the son of a bitch to the ground!" Indeed, Austin came out of the title match in Philadelphia’s First Union Center as a three-time World Wrestling Federation Champion, much to the dismay of Mr. McMahon!
The next night on RAW, Austin demanded the return of his "Smoking Skull" championship belt, which Shane McMahon refused. Shane instead gave the belt, which is Austin’s personal property, to The Rock! Also, Shane announced that he would be the special referee for the rematch between the two adversaries at April’s "Backlash."
At the Pay-Per-View, Shane’s biased officiating was almost able to strip the title from the Rattlesnake. But thanks to Vince McMahon’s assistance, the Rattlesnake was victorious!
The next superstar to set his sights on the Rattlesnake was the Undertaker. Besides vowing to take his title, the Undertaker promised to sacrifice Austin’s body, mind and soul to his "Greater Power." With the help of Shane McMahon, who again named himself the special guest referee, Undertaker was able to win the title from Austin.
Weeks later, the Undertaker revealed his "Greater Power" to the Rattlesnake – Vince McMahon! The man who Austin thought had changed his colors had been plotting against him all along! But Austin was one step ahead of the male McMahons, and thanks to help from the female McMahons, Austin was named the new Chief Executive Officer of the World Wrestling Federation!
Although Austin soon lost his standing as CEO, he regained the Federation Championship, a title which he continues to hold to this day. Many people consider Stone Cold Steve Austin to be the greatest Champion in Federation history... amazing, since there are still countless chapters left to be written in the book of Austin 3:16!!!
