Sports Business Journal’s Dan Kaufman, UFL President & CEO Russ Brandon, Managing Director of RedBird Capital Kevin LaForce and President, Content of ESPN Burke Magnus (theufl.com)
Last week, I summarized UFL ownership and management’s appearance at the Sports Business Journal Media Innovators Conference. I wanted to distill that down to some of my own personal takeaways of the 20-minute panel discussion:
*They understand the local market weaknesses of 2024
This is a refrain we’ve heard often from UFL management whenever they’ve had opportunity to make comments during the off-season: that the league needs to improve its performance in many of the local markets. It seems obvious given the attendance in some of those markets in 2024, but I guess ownership deserves credit for acknowledging a clear weakness. In some ways, the underwhelming nature of that aspect was understandable in 2024: The merger was made official less than three months before kickoff, and the negotiations paralyzed the off-season for both USFL and XFL franchises.
Therefore, improving in this area should absolutely be a key target in 2025. What we don’t often hear is specifics: HOW is this going to get done? WHAT are the specific plans to engage fans in Memphis, Houston, and elsewhere? Maybe those will vary from city-to-city because, as pointed out in this panel, each team has eight to ten people working in the marketing or ticket sales department whose job it is to reach out to the consumers of that area. Depending on how much freedom they have, the process of engaging the local market can (and really, should) differ from location to location. Hopefully, the league is dedicating the needed financial and manpower resources to improving this aspect of business, because just admitting it’s a problem won’t be enough.
*Social and digital is a major focus
The few audience questions asked of the panel were quite on-point. One was about potential shoulder programming for the league, something fans have often contended would help the product reach new viewers. Those answering the question pivoted away from that idea to focus on the social and digital aspect of the league. ESPN’s President of Content, Burke Magnus, seemingly alluded to the XFL’s Player 54 documentary series as one that didn’t give the return on investment they were looking for when it comes to that kind of content.
The argument was that social and digital reaches the coveted younger demographic, and can activate the fan base all year round. That’s a great idea, but right now in practice, the UFL has only one person running its social media channels – not the kind of personnel dedicated to something of this importance. The league also doesn’t seem to have a social media plan to reach out to people on a consistent basis. There are many days and weeks where little of substance is posted. And while Twitter, Instagram and Threads are active with UFL feeds, Bluesky, the platform that is seeing a major increase in user activity recently with many fleeing Twitter/X, has no official UFL presence.
Focusing on social and digital isn’t a bad idea in theory, but right now that’s all it seems to be: A theory. Little is being done to activate those fans, especially in the off-season. Yes, shoulder programming on ESPN and linear television would be more expensive and take up potentially valuable timeslots on the station, but it would send a strong signal to viewers that there is serious investment in the product and it’s being treated like every other major sports entity that does business with ESPN and FOX and that has, for example, recap or pre-and-post-game shows housed there.
*Confidence is high for the brand heading into 2025
Spring football breeds pessimism from fans and onlookers – basically, “prove us wrong” – and rightfully so, given the track record of leagues in this space. Based on the comments from ownership here, as well as the recent expansion announcement (notably, the “e” word was not spoken or even hinted at during the conference despite the release coming just five days later), confidence does seem high at the top ranks of the UFL.
Could it all be an act, a put-on, for show? Sure. Consider that the audience for this was not you or I the football fan (liberal use of words like “avidity” was the big hint), but others in sports business, many of whom could be valuable (and financial) partners with the UFL moving forward. It’s therefore best to put on a confident front in regard to your product.
I choose to cite Occam’s Razor here, that the simplest answer is often the right one. And here, that’s ownership truly liking their chances of survival for the next year, two years, and beyond. That doesn’t mean success is guaranteed; the right buttons still have to be pushed in a number of different business metrics.
1 thought on “Three key takeaways from UFL ownership at SBJ Media Innovators Conference”
Confidence should be HIGH going forward to 2025. The groundwork is there. From the USFL in 2022, where the hub approach helped build a league and their fanbase while trying not to break the bank to the better suited USFL of 2023 and a newly formed XFL, which paid too much for product and hired too many new coaches to properly build football, but was able to build a fanbase better than the USFL did. To see the two leagues come together is amazing. This allowed for a couple of things to happen. The USFL financial ways helped stabilize the league.
And the fanbase that was accustomed to the XFL came out in 2024, much better than the USFL conference did. Also, many of the players that were overpaid in 2023, stayed in 2024 and became pioneers of the new league as did the gems the USFL helped build by having stronger coaching. Right now the league is poised to have an amazing 2025. As the league tries to build the $6 Million Dollar man, yes they want to get bigger, stronger and faster, let’s just remember not to rid ourselves of ALL the players with which the league has helped us grow. Remember, regardless of the speed and strength, good gameplay is what made 2024 such a great season. It is the reason the fans became fans. Regardless of anything Frank Ginda and Kyahva Tezino can close on a running back and tackle, regardless. AJ McCarron can put that ball right where it needs to be and Trey Quinn and Vinny Papale can still get open and catch the ball better than anyone regardless their time in the 40 or the shuttle run. It is clear these players have their time and place to be helpful, but these players are tested, courageous and usually are more talented than most of those people that run a faster time. I bring this out for a reason. Former Generals QB De’andre Johnson was fast, shifty and had a strong arm. He also had guts and did his best when he was out there and tried to put the pressure on a defense, but when he was asked to do things he could not do, he failed and has not been heard from since which is a shame, because in the right situation he was REAL good. As we continue to sign players, I ask teams to remember to mix veterens with the youngsters. It is no surprise to me that Chris Rowland was a fan and player favorite last year. He brings it and is physical enough, but also talented enough to play this game. As new players come on board remember to really vet them. Every team needs rookies, but remember you only have 10 games to get on the same page for the playoffs, but also the fanbase may already be gone by the 3rd game if you are really pathetic out of the gate. So be smart. Younger and faster doesn’t necessarily mean better, however maybe you find places to work them in. It may be best for the league to allow a 44th active this year to help get the younger talent gain experience, while allowing to still put the product on the field.
When listening to the interview with the principals of the league you can see they definitely see this as a business. It is great that as businessmen they give quite a bit of respect to Darryl Johnston to help keep the league moving in the right direction. I don’t know that there is a person in football that is more qualified to do what he is doing with the UFL. As a player, no one more than Moose understood how the play you make at the line of scrimmage can be the reason that the play becomes a touchdown downfield. He understands how important that catch on 2nd & 12 is to make the 3rd down play that more manageable. He has used that approach to put the best product on the field and has allowed the rest of the management team to be here, now at the goal line. This is the goal line. This year 4. Yes I include the USFL and XFL as part of the legacy UFL. Right now is the time for fans to show up. You can go see such a good product for almost the same price of a movie. I cannot really say I know much about digital, but I love that most of the games are on national network television. Really a great way to make what many consider a minor league, major. I believe a major sport is what we really are. I have said in the past that if the NFL expanded by 4 teams about 100 UFL players or 1/4 of the league would now be in NFL. Maybe we don’t have all the biggest and fastest players in the game, but how many times have they dropped the ball, I mean literally. The game is on the line and because they are only 1 of 100 football players with the amount of speed they have dropped the ball because they are 1 millionth in ability to catch the ball. I was happy to see the league sign some people yesterday. We likely have around 80 days before camp begins. I know we don’t want to rush as there are still some players out there, but right now the Stallions have 44 players. Players that know they will be at camp in 80 days. The Showboats have 24. Yes they recently signed someone, but they lost them again to the NFL Dolphins. I imagine he might be back, but maybe they need to do some real searching right now, get a solid 10 players by next weekend. From there they can build from that.
Do you know if there is a day, whereby teams need to give up rights to a player. e.g. As far as I know there are players that are talented that have yet to be signed such as Mark Gilbert, Chris Odom, Vinny Papale, Darius Sheppard, Ajene Harris, Vyncint Smith, Alex Mollete, Trey Quinn, Darius Victor, Keke Coutee or Chase Garbers. I am not in a rush to have players jettison themselves from poor teams so as to sign with good teams, but right there is a ton of talent that can only help the league. Are they holding off on signing these players because they feel they are done and want to get younger or are they just having trouble signing them? At this time it would appear Mark Gilbert would be an excellent signing or trade chip to the Showboats as again I believe a Mr. Horton runs the defense. Or do the Stallions who have signed many a young DB, want to keep Mark Gilbert around for his experience? All I know is the Stallions players are sharpening themselves physically and whereever possibly mentally. Maybe there is something to this preparation thing.
Confidence should be HIGH going forward to 2025. The groundwork is there. From the USFL in 2022, where the hub approach helped build a league and their fanbase while trying not to break the bank to the better suited USFL of 2023 and a newly formed XFL, which paid too much for product and hired too many new coaches to properly build football, but was able to build a fanbase better than the USFL did. To see the two leagues come together is amazing. This allowed for a couple of things to happen. The USFL financial ways helped stabilize the league.
And the fanbase that was accustomed to the XFL came out in 2024, much better than the USFL conference did. Also, many of the players that were overpaid in 2023, stayed in 2024 and became pioneers of the new league as did the gems the USFL helped build by having stronger coaching. Right now the league is poised to have an amazing 2025. As the league tries to build the $6 Million Dollar man, yes they want to get bigger, stronger and faster, let’s just remember not to rid ourselves of ALL the players with which the league has helped us grow. Remember, regardless of the speed and strength, good gameplay is what made 2024 such a great season. It is the reason the fans became fans. Regardless of anything Frank Ginda and Kyahva Tezino can close on a running back and tackle, regardless. AJ McCarron can put that ball right where it needs to be and Trey Quinn and Vinny Papale can still get open and catch the ball better than anyone regardless their time in the 40 or the shuttle run. It is clear these players have their time and place to be helpful, but these players are tested, courageous and usually are more talented than most of those people that run a faster time. I bring this out for a reason. Former Generals QB De’andre Johnson was fast, shifty and had a strong arm. He also had guts and did his best when he was out there and tried to put the pressure on a defense, but when he was asked to do things he could not do, he failed and has not been heard from since which is a shame, because in the right situation he was REAL good. As we continue to sign players, I ask teams to remember to mix veterens with the youngsters. It is no surprise to me that Chris Rowland was a fan and player favorite last year. He brings it and is physical enough, but also talented enough to play this game. As new players come on board remember to really vet them. Every team needs rookies, but remember you only have 10 games to get on the same page for the playoffs, but also the fanbase may already be gone by the 3rd game if you are really pathetic out of the gate. So be smart. Younger and faster doesn’t necessarily mean better, however maybe you find places to work them in. It may be best for the league to allow a 44th active this year to help get the younger talent gain experience, while allowing to still put the product on the field.
When listening to the interview with the principals of the league you can see they definitely see this as a business. It is great that as businessmen they give quite a bit of respect to Darryl Johnston to help keep the league moving in the right direction. I don’t know that there is a person in football that is more qualified to do what he is doing with the UFL. As a player, no one more than Moose understood how the play you make at the line of scrimmage can be the reason that the play becomes a touchdown downfield. He understands how important that catch on 2nd & 12 is to make the 3rd down play that more manageable. He has used that approach to put the best product on the field and has allowed the rest of the management team to be here, now at the goal line. This is the goal line. This year 4. Yes I include the USFL and XFL as part of the legacy UFL. Right now is the time for fans to show up. You can go see such a good product for almost the same price of a movie. I cannot really say I know much about digital, but I love that most of the games are on national network television. Really a great way to make what many consider a minor league, major. I believe a major sport is what we really are. I have said in the past that if the NFL expanded by 4 teams about 100 UFL players or 1/4 of the league would now be in NFL. Maybe we don’t have all the biggest and fastest players in the game, but how many times have they dropped the ball, I mean literally. The game is on the line and because they are only 1 of 100 football players with the amount of speed they have dropped the ball because they are 1 millionth in ability to catch the ball. I was happy to see the league sign some people yesterday. We likely have around 80 days before camp begins. I know we don’t want to rush as there are still some players out there, but right now the Stallions have 44 players. Players that know they will be at camp in 80 days. The Showboats have 24. Yes they recently signed someone, but they lost them again to the NFL Dolphins. I imagine he might be back, but maybe they need to do some real searching right now, get a solid 10 players by next weekend. From there they can build from that.
Do you know if there is a day, whereby teams need to give up rights to a player. e.g. As far as I know there are players that are talented that have yet to be signed such as Mark Gilbert, Chris Odom, Vinny Papale, Darius Sheppard, Ajene Harris, Vyncint Smith, Alex Mollete, Trey Quinn, Darius Victor, Keke Coutee or Chase Garbers. I am not in a rush to have players jettison themselves from poor teams so as to sign with good teams, but right there is a ton of talent that can only help the league. Are they holding off on signing these players because they feel they are done and want to get younger or are they just having trouble signing them? At this time it would appear Mark Gilbert would be an excellent signing or trade chip to the Showboats as again I believe a Mr. Horton runs the defense. Or do the Stallions who have signed many a young DB, want to keep Mark Gilbert around for his experience? All I know is the Stallions players are sharpening themselves physically and whereever possibly mentally. Maybe there is something to this preparation thing.