WWE's Money in the Bank briefcase(s) is arguably the most prestigious championship in sports entertainment. No Money in the Bank winner has ever lost a championship match, and only one has ever failed to capture a world championship upon winning the briefcase.
Those who win the Money in the Bank match may as well be crowned interim world champion as it is usually only a matter of time before their inevitable coronations.
Dolph Ziggler has held the World Heavyweight Championship Money in the Bank briefcase since he won an eight-man ladder match at June's Money in the Bank pay-per-view. Ziggler's lengthy stint hasn't been a slow burn so much as it has been an afterthought in recent weeks.
Sure, every now and then Ziggler will make some bold proclamation of cashing in his championship opportunity only for nothing to happen as the show goes on, with said proclamation largely dismissed in the storylines.
Recently, the WWE has teased an "obsession" Dolph Ziggler has with John Cena as the potential future world heavyweight champion inexplicably vies for the WWE Championship.
Further contributing to Ziggler's scatter shot booking, Ziggler will now act as a replacement for CM Punk as Team Ziggler takes on Team Foley in a loaded 10-man tag team match that once again figures to bury the significance of the Money in the Bank briefcase.
The allure of Money in the Bank stems from the fact that it can be cashed in at a moment's notice, with many of prior cash-in attempts coming as exhilarating surprises.
However, the longer the WWE goes without properly reminding fans of the importance of the Money in the Bank briefcase and the fact that Dolph Ziggler is its owner, the less fans will care when he eventually does cash in. Surprise or not.
As was brought up by Justin LaBar in a recent debate with yours truly, it could even behoove the WWE to make a storyline out of Ziggler's continued inactivity with the briefcase, one that would suggest that he may have become frozen by the potential of the big moment.
Such a simple caveat to Ziggler's run as Money in the Bank Champion would be an effective way to remind fans of Ziggler's important distinction, while enhancing the ultimate payoff.
Time is running out on Dolph Ziggler's Money in the Bank relevance. The continued carelessness towards the Money in the Bank briefcase could figure to doom Ziggler's eventual world title reign before it even starts.