WWE Smackdown vs. Raw 2011 called "Fan Axxess." Yeah, bro -- it's totally called "Fan Axxess."
Spend 800 MS Points ($9.99) on Xbox 360 or PS3 and you'll be placed in the Fan Axxess program, a system that "will enable WWE SmackDown vs. Raw 2011 owners to obtain select downloadable content released throughout the life of the videogame." This "select content" will include "a number of playable WWE Legends, WWE Superstars and WWE Divas, alternate ring gear, playable arenas, a WWE Superstar Attribute Customizer, instant access to all unlockable content and an in-game badge," identifying you as Fan Axxess member.
If you're not interested in purchasing a label or its accompanied liberal use of the letter X, you can purchase each DLC pack individually. THQ has lined up the first few, so head past the break for the details.