UFL leadership provided extensive commentary during the 2025 UFL Championship Game Media Day, with CEO and President Russ Brandon, Co-Owner Dany Garcia, and VP of Football Operations Daryl Johnston addressing questions about league sustainability, expansion plans, attendance challenges, and the competitive landscape.
The interview, conducted at the championship media event, offered fans unprecedented access to executive-level discussions about the league’s direction, quarterback development, and strategic planning for future seasons.
On League Sustainability and Long-Term Commitment
The executives emphasized their commitment extends far beyond short-term goals, with ownership backing that supports multi-year planning.
“Many leagues have been started with ego. Our league was started with passion and grit and discipline, knowing that to be in the football ecosystem, you just buy a ticket, and you have to plan. You need to have the rigors. You have to have people around you who understand this is a 3, 5, 10, 15-year commitment and have the flexibility, the imagination, the creativity to weather that movement. We’re 15 months old. We haven’t even got to our terrible twos yet.”
Garcia’s comments reveal the UFL’s patient approach to growth and development. The reference to a “3, 5, 10, 15-year commitment” demonstrates ownership’s understanding that building a sustainable football league requires long-term financial backing and strategic planning rather than quick returns. I hope everyone is in for the long term, the issue is we fans have been burned before.
On Expansion Plans and Decision-Making Process
Brandon outlined the methodical approach the league is taking toward potential expansion, emphasizing process over timeline.
“We did an RFP process when it came to expansion. We’re looking heavily into the process. We’re taking a lot of rigor to it. We’re taking a lot of time and effort to do it the right way. And as far as ownership is concerned, keeping the board and the ownership group up to date on our process. That was the main reason we didn’t put a timeline on. We wanted to make sure that we went through it from a very authentic position and with a lot of integrity as we go through it.”
This systematic approach to expansion reflects lessons learned from previous spring football leagues that expanded too quickly. The UFL’s emphasis on “rigor” and “integrity” in the process suggests they prioritize sustainable growth over rapid market capture. It also suggests that they are not anywhere near of expanding in 2026.
On Attendance Challenges and Market Activation
Brandon acknowledged attendance struggles while outlining the league’s strategy for improvement in local markets.
“We have seen some decline, and we’re looking at every way to re-engage and look at our marketplace in each separate silo as we move forward. But we know this. We have a great product. We know it’s affordable. We’re trying to activate as much as possible in each of these local markets, and we have a great plan, I believe, in place to do that, but we’re not shying away from it.”
The frank admission of attendance declines shows transparency from league leadership. Brandon’s emphasis on treating each market as a “separate silo” indicates the UFL recognizes that local marketing strategies must be tailored rather than using a one-size-fits-all approach. It also seems that they already have a plan in place for 2026, which is good.
On Post-Merger Business Stabilization and Market Clarity
Garcia explained how combining two leagues created market confusion that took a full season to resolve and understand.
“I’ll follow up with Russ to just say the stabilizing of the business, it’s real, right? So we can take a moment out of football and just talk about two brands coming in together. What does that do to the market? What does it do? What headwinds and what tailwinds come with one brand versus the other to finally get to a place where we have what I would call a true clear season. This season is our clear We have taken care of so many hurdles. We have merged all the houses. All the children are together. We are the UFL. And it gave us a great sense to say, Okay, what do we actually have here? Where does Confusion lie? What is that opportunity?”
Garcia’s business analysis reveals the complex realities of merging two football leagues and brands. Her metaphor of “all the children are together” illustrates how the UFL needed an entire season to truly understand their market position after combining the XFL and USFL operations and branding.
It is good for management to recognize they took a step back in branding they took by changing the league name. Fans to this day are still confused, so those headwinds she speaks about are still not over and might not be for years.
On International Growth and Global Partnerships
Garcia highlighted the significance of the DAZN partnership for expanding the UFL’s global reach and fan development.
“We are so absolutely thrilled. I mean, to continue to expand this game and have this conversation outside of the United States is extremely important for us. It’s important for us for development. It’s important for the fandom. Obviously, we love football. We love sharing it. We love having partners who want to share it.”
Garcia’s emphasis on “development” and “fandom” suggests the UFL views international growth as both a revenue opportunity and a way to cultivate football interest globally. Global expansion was something she emphasized in the XFL, it would build huge excitement if the UFL had a team in Mexico.
On Ownership Structure and Financial Backing
Brandon highlighted the diverse ownership group that provides the UFL with both financial stability and industry expertise across multiple sectors.
“It always starts with ownership. Anything you do in this game, it starts with ownership. And we are incredibly blessed to have the ownership group that we have led by Dany. And when you look at Red Bird Capital and Gerry Cardinale, and we look at Fox Sports with Eric Shanks, and when you look at Dwayne Johnson. We have an incredible ownership group in Disney, obviously, that have put us in a position for long term sustainability and growth.”
Brandon’s emphasis on ownership diversity shows the UFL’s strategic approach to securing backing from entertainment, media, and investment sectors. The combination of RedBird Capital, Fox Sports, and high-profile individuals like Dwayne Johnson creates a foundation that extends beyond traditional sports ownership into broader entertainment and media partnerships. See above, I hope they are in it for the long haul. Maybe pausing expansion is a sign they are.
Championship Media Day Reveals UFL’s Strategic Foundation
The media day interview provided UFL fans with direct access to executive-level thinking about league operations, from expansion methodology to quarterback development strategies. The leadership team’s emphasis on long-term sustainability over rapid growth, combined with their frank assessment of attendance challenges, demonstrates a realistic approach to building professional football.
Garcia, Brandon, and Johnston’s comments reveal a league focused on incremental improvement and authentic market development rather than quick fixes or unrealistic timelines. UFL News Hub has heard from sources that the planning of the 2026 United Football League season already takes place next week. We hope to hear some news this summer.
4 Comments
by 4th&long
I’ve see media/press sites discuss this UFL exec Q&A session. But haven’t heard the “long-term” commitment part as you write here. Coming from Dany it may have less weight as the big backers, FOX and RBC still have the real $$$ on the line.
No real talk of TV viewership other than to kinda blow it off from Brandon. Sure he’s trying to play it down but its gotta be a concern, for Fox more I think.
Being in smaller TV markets is hampering TV and puts a ceiling on viewership. Memphis (.52%), Birm (.62%), SA (.86%) and even StL (1.01%) TV households aren’t going to move the needle as much as top ten mkts once interest is established. Mkt size is not a perfect correlation but its a major factor, its how XFL2020 with its large mkt focus did well on TV. The other 4 UFL mkts are larger ranging from 1.57% (Detroit) to 2.46% (Arlington) – they are in the top 14 mkts.
One thing not mentioned but becoming more of a factor in the sports media landscape is Sports Right Fees (both thru general inflation and over and above sports rights inflation). So while the cost of running the UFL isn’t cheap, with rights fees rising having a captured league is one way to control rights costs.
Also saying ticket prices are priced right… is not accurate. Houston, SA and others are way over priced for midfield al least. While Birm/Memphis and Mich seem more reasonable. They also need to provide more options for sparing ticket holder weather delays.
They also had no promo help from the Rock in 2025.
The CBA mess, strike talk, HC debacles in Memphis and SA should be in the rearview mirror. They were a drag in 2024 for sure, in media and on field. Those need to be avoided at all costs in 2026. The extra camp/practice week certainly can help early week play too.
There’s lots of work to do and all efforts should focus on growing awareness and fandom. Let’s see if they get it done or just go sideways.
by Ken Granito
First Mark, Congratulations on your team winning the Championship. You can call them America’s team all you want, but until there are more than 8 teams that is quite a bit hollow.
As far as league ownership goes…..I am going to rate them a C- or incomplete. The only reason I don’t rate them lower is because putting a football league together for people that don’t know football is tough. Just like the student battling tough grades there has been quite a bit of staring at the ground when explaining or answering questions and not quite being upfront about the answers. e.g. When talking about a 15 year plan when the question is about here and now is deliberately misleading when people want to know why you aren’t expanding now. The real answer to you not expanding now is the fact you are afraid to throw good money after bad.
Start talking about what is real. If you don’t understand what is real, get owners that will talk about what’s real.
Let’s get down to it. Among the people that want to watch Spring football, there is no branding issue. I am sorry football fans know everything about football. They know about weakside blitzes, when they see holding and which team the officials are rooting for all this and what the strengths and weakness of their team are. Any person that cares can figure out the XFL and USFL merged to become the UFL. IF you really feel they can’t do that math then you are really targeting a lackluster audience. That would explain the officiating I saw in a number of games.
e.g. I would not open an Urgentcare business. Why because I don’t know medicine. That is how you guys are with football. That stated. You brought in a football guy with Moose Johnston. He had a great product with the USFL. How come you can’t see that if you are trying to have a football league that that is the way to go. Right now you are marketing a football type league, but not bringing true football. You are misleading. You say you are new to this business. The USFL has been playing football games since 2022 that is 4 seasons ago. When you take in startup time 5 years ago. The XFL is 4 and 3. You KNOW what results you are seeing. You just can’t believe you got it so wrong. Or maybe you are like the IFA and MLFB. Maybe you just want a place to broadcast a TV show or keep your own jobs. I don’t really know. I feel that owning this league has lowered the respect level of FOX. I don’t think it’s because of the gameplay either. I think it’s because of other stuff like officiating. I keep saying this. The USFL and XFL had more than twice the viewership the UFL has. First and foremost, you need to play good football. I was out for the championship, but didn’t get to watch because the bar had the Yankees/Red Sox and I dare not ask to put on the UFL game. Once the Yankees game was over they did change the channel, but the score was largely out of hand by then. Maybe if they didn’t lose Lavonta Taylor on a stupid play the game would have been in doubt. Hell as the season went on the players started acting more like professionals and players ended when they were supposed and players were no longer tackling each other 5 yards out of bounds. I think the things you need to do is just get back to football and do it now. People have suggested marketing. That is helpful, but not what you need first and foremost. I see Jets commercials on SNY. I don’t really see Jets commercials on regular TV. Think about that. This is the plan you need to follow now.
Concentrate on real football. These are some ways you can and I will explain how the moves you made DIRECTLY came to hit you in backside.
1. Put together an excellent football presentation like the USFL did. It was professional all the way through. The announcers were excellent football people even if they didn’t yet know all the names. Forget interviewing an offensive coordinator when it’s 3rd and 1. The game is supposed to mean something. The fact it is 3rd and 1 should increase our suspense and caring about the league and you take right out of our hands by asking, so what are you running here. It has ALL the makings of a how to show and does not allow the fan to get attached to a team. You are actually hurting yourself from developing fans. What a way to shoot yourselves in the foot. I am not a fan of a reporter that keeps asking “So what are you running here?” Is there ANY greatness to that? No, there is none. I can talk and ask asinine questions at home. I cannot play football. Why don’t you get it? At least you took the announcers off the field. As bad as the other stuff is that was really, really, really bad.
2. You have taken a strength you have in the St. Louis fanbase and have cut if down severely. I blame this on the league, not the fanbase. No quarterbacks there, the poor officiating surrounding Battlehawks games. Please put football first. Everyone knew the Battlehawks put themselves in a such a big hole. Please correct this mistake.
3. Championship location. When you were looking for a place to put the championship game. When people were writing about possible locations I commented saying that I can understand why you would make it St. Louis again, but I would not. Back to back seasons would have made it so that it takes away the wonder of it. With 14,559 fans, it is safe to say the wonder is gone. I thought possible locales would be Canton, Ohio, which had about 33% more people in 2022 and was a central location. If it were not Father’s day weekend and the game was in Canton I would have gone. Please make note. St. Louis has more Battlehawks fans than UFL fans. This is the 2nd year in a row less people showed up for the Championship game as opposed to a Battlehawks game. With 8 games in 12 weeks you also flooded St.Louis with too much football in a 12 week span.
4. You should not move the Stallions. The Stallions have a real and dedicated fan base. Keep them in place. I don’t know what you were up against, but if I had a Stallions game I had a choice of putting the Stallions on Sunday evening or afternoon, I would have chosen the evening. Maybe there is something I don’t know about Birmingham, but I wouldn’t want to sit in the Birmingham sun in June and the stadium look beautiful at night. Really beautiful around dusk. The dome team would have been perfectly air conditioned. Maybe I got that wrong. Just thinking how I would like it.
5. You need to expand now. Think about it this way. Two more teams would make winning the UFL Championship a 25% tougher feat to accomplish making the accomplishment that much greater. If you pay attention to football, first and foremost you will automatically have more fans. You do have to be smart, however. You can’t have most of your eggs in the St. Louis basket. You need to have another market such as New Jersey @ SHI Stadium which has the potential to bring in a fanbase to the extent of the Battlehawks. Additionally, the standings were a little more balanced this year, but with an additional team in each conference the games coming down the stretch will be more meaningful if only 2 teams make the playoffs, plus the XFL conference championship and UFL championship were not close contests, but if there were two additional teams it would bring two more opportunities to have a close game. I know it seems you need to have more players, coaches and the TV coverage might become too much, but to be honest this is what you really WANT to do, even if you don’t know it yet. EXPAND TODAY!!!
6. One of the two new expansion teams should be to a team that is owned by someone outside the league. This will bring a little more “real” to the place. Right now it seems the league can do pretty much whatever it wants. If there were an outside owner that had a stake in it. IF the owner is truly independent it would bring a lot more merit than a league that can do whatever it wants and answers to no one. I know it is opening up a can of worms, but in the matter of public opinion it will win you a ton more than you could imagine.
Please regardless of what you do, you need to come back with football being the place of focus. Let’s not talk of sustainability any longer. I am tired of hearing it. I respect Daryl Johnston, but he has been talking about sustainability since 2022. Since it 4 years later, talking sustainability hasn’t helped. You need to as a team MAKE FOOTBALL (REAL FOOTBALL) THE #1 PRIORITY. After that it is to expand to two more markets. IF you could do it now, it would be that much better.
by Gary Winter
I’m in agreement with Ken G.
1. Expansion would be a good thing only if it’s to areas who are large enough to support them and expresses a real interest in wanting them.
2.
by Gary Winter
I’m in agreement with Ken G.
1. Expansion would be a good thing, only if it’s to areas that are large enough to support them and expresses a real interest in wanting a team. I like Oakland and Jersey.
2. DO NOT put the UFL Championship Game in St. Louis again! I’ve been to both of them the last 2 years and it’s pretty sad to go down there and see the place so empty. The DC fans and the Michigan fans were both pretty enthusiastic and fun to watch but honestly, the rest of us were a bit depressed looking at this. I haven’t looked but is it possible these two teams scored more points in this game than the Battlehawk’s did all season?
3. The whole QB fiasco prior to this season in St. Louis may or may not have cost us a legitimate shot at the title but there’s no doubt it contributed to the B’hawks demise. This coach or GM or both let the team and the fans down. This probably contributed at least partially to the decline in attendance. They may never get that back without some pretty quick correction.
4. Congratulations to DC for their win and to Michigan for getting the Birmingham monkey off your backs. You both deserved to be there and it was quite a show.
5. Hopefully 2026 will bring all of us who have interest in this league an even better year and the league executives better and more thought out decisions that raise the league to greater heights sooner rather than later.