The United Football League (UFL) is preparing for significant changes following the addition of entrepreneur Mike Repole to its ownership group.
Repole, known for founding brands like Vitaminwater and BodyArmor, now oversees all business operations and is driving a strategic overhaul aimed at boosting attendance and enhancing fan experience.
Repole announced plans to relocate at least two, possibly up to four, team markets by the 2026 season. Columbus, Ohio, is confirmed as a new location, with games to be held at the 21,000-seat Historic Crew Stadium.
Repole emphasized the importance of smaller, more intimate venues to foster better energy and improve the league’s image on television.
Attendance Challenges & Future Goals
While St. Louis has thrived with nearly 30,000 fans per game, other markets have struggled, drawing between 5,000 and 12,000 attendees. Repole aims to raise average attendance to 10,000–15,000 per team and acknowledged that failure to do so would be his responsibility.
Repole envisions growing the league to 10–12 teams within five years and reaching 16 teams by 2035, which would be half the size of the NFL. He believes the UFL’s strong financial backing and media partnerships with FOX and ESPN give it a competitive edge over past spring football ventures.
Operational Changes
All eight UFL teams currently conduct their training and operations out of a centralized facility in Arlington, Texas, a model that has helped streamline logistics and reduce costs during the league’s early development. However, Mike Repole believes this setup limits the teams’ ability to build meaningful connections with their local fan bases. To address this, Repole intends to gradually shift team activities closer to their respective home markets, especially around game days.
This could involve players and coaches spending two to three days in their cities to engage with fans, participate in community events, and foster local support. Repole emphasized that for the UFL to be taken seriously and grow into a sustainable, nationally recognized league, each franchise must be deeply embedded in its community.
UFL Betting Partnerships
The UFL has expanded its corporate partnership roster for the 2025 season to include Underdog as its official daily fantasy partner, signaling a strategic move into the sports betting and fantasy gaming space. This collaboration aims to enhance fan engagement by integrating fantasy play into the league’s media and marketing platforms.
The league has not yet partnered with an official USFL or online XFL sportsbook, unlike the NFL, which has several betting partners, including Caesars Entertainment, DraftKings, and FanDuel.