When billionaire entrepreneur Mike Repole took over the leadership of the UFL, he promised an aggressive marketing strategy that would improve the overall fan experience. In taking over a disgruntled UFL fan base, Repole vowed that “the new United Football League will focus on fun, family, friends, community, and explosive action-packed high-quality football.”
Repole’s initial focus was moving teams to smaller, more intimate, fan-friendly stadiums to encourage increased attendance and provide better TV optics. Commenting on the sight of UFL teams playing in empty football stadiums, he said, “The vibe hasn’t been where it should be,” he said. “You can hear a pin drop when someone runs 80 yards. That’s not so good. Nobody wants to turn on the TV and see 10,000 fans in a 65,000-seat stadium. It’s like watching a COVID game.”
Now, after establishing three new teams, shaking up the existing management structure, and signing agreements with smaller MLS arenas, Repole is turning his attention to increasing community engagement with the UFL fan base. Reaching out via social media, Repole posed the question, “UFL Nation…you know your cities better than anyone, given the criteria and local flavor of each market. Who would YOU suggest as potential head coaching candidates for Louisville, Orlando, Columbus, or Houston?”
Repole is asking who fans want to see as their team’s new head coach. It’s a unique approach from a league that has been largely disengaged from its fan base. The overall perception is that the UFL has been tone-deaf when it comes to hearing the concerns of even its most ardent supporters. Now, Repole is posing the question directly to fans, indicating that he wants their input.
It’s a tactic the marketing-savvy investor built his fortune on in the past. Build your brand. Know your market. Generate brand loyalty by giving the consumer a voice.
When an individual feels they play a role in the outcome, they become more engaged in supporting the team’s success. It’s also a great strategy to build long-term league sustainability, something that has proved elusive to previous spring leagues. Under new co-owner, Mike Repole, the UFL is listening. Now, it’s up to fans to answer the question.
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by Frank Dux
As the old saying goes: “If you listen to the fans you will end up sitting with them”.