Total Nonstop Action Wrestling’s flagship program will be rebranded as Impact Wrestling, beginning Thursday at 9 p.m. (ET/PT) on Spike TV.

“While the name change is subtle, it is also very powerful. TNA is proud to be in the wrestling business, and not afraid to say it. And, to emphasize our commitment we have added the word ‘wrestling’ to our already well-known ‘iMPACT!’ brand,” said TNA chief marketing officer Al Ovadia.

TNA is also launching the tagline, “Wrestling Matters,” a statement that reflects every aspect of TNA Wrestling, from program content to marketing to live events.

“We wanted a branding initiative that was scalable and could extend across all platforms,” added Ovadia. “We asked our fans what it was about professional wrestling that they found most compelling. We learned it was no single aspect, their passion for wrestling was all-consuming. Whether it’s the in-ring action, backstage brawls, the feuds or classic dramatic conflict of good vs. evil, it’s the entire experience that makes ‘wrestling matter.’”

TNA and Spike have partnered since 2005. TNA iMPACT! has been averaging 1.8 million viewers this year and ranks among the top programs on cable with Men 18-34 and Men 18-49 in its timeslot.