Could the UFL benefit from a potential ESPN-NFL Network deal?

In an age where it’s common for media entities to combine into giant conglomerates, two of the biggest in the sports world may be joining forces, and the trickle-down of that may effect the UFL.

In a recent report by John Ourand of Puck News, ESPN is in discussions with NFL Media to take over that brand, which would include the NFL Network and NFL RedZone. ESPN’s motivations seem to be numerous: To strengthen its bargaining power with cable providers in regards to carriage fees; to further solidify its relationship with the NFL; and to partner with another entity in preparation for a bigger piece of the streaming pie after a potential deal with FOX and TNT fell through.

While we don’t yet know what this would look like in practice, a partnership between these two has the potential to work to the UFL’s advantage. With ESPN being part owner of the league, they could look to increase ties between the UFL and the NFL.

Already, the two leagues work together on rules and safety initiatives. NFL VP of Football Operations Troy Vincent recently spoke at the UFL press conference to announce Arlington as the city that would house its centralized offices.

Theoretically, you could see more synergy between the UFL and NFL. Imagine UFL players appearing on NFL broadcasts or vice-versa. As part owner, it would be in ESPN’s best interest to make the UFL as viable as possible and a collaboration with NFL content would do just that.

Another possibility is airing UFL games on the NFL Network. Discussion among fans leading into XFL 2023 included the idea that, having already crafted a relationship with the NFL at the time, the NFL Network could’ve been an outlet for games. Instead, ESPN/ABC became the sole partner in that endeavor, resulting in games getting kicked to lesser stations like FX and ESPN2.

While the NFL Network is not in as many homes as the ABC/FOX family of networks that currently air UFL games, it would likely open up the UFL to a new, football-hungry audience. If you’re watching the NFL Network, especially in the off-season when the UFL plays, you obviously have a high interest in football and would be more likely to sample the UFL than if you were watching college basketball on ESPN and the UFL came on after it.

Spring football has long lacked proper shoulder programming, a vehicle to enhance and further advertise the product. ESPN can’t afford to offer its prime real estate to pre and post-game shows. But the spring and early summer hits right in the NFL off-season. The NFL Network, therefore, could be home to the kinds of recaps and previews of UFL games that ESPN and FOX can’t provide.

Perhaps the most intriguing component involves streaming. ESPN, FOX and TNT scuttled the planned Venu, a bundled streaming service. Clearly, ESPN is still looking to create a footprint in that marketplace. To this point, streaming has not played a big role in spring football. Select USFL games aired exclusively on Peacock in 2022. The XFL Championship in 2023 was simulcast on ESPN+ with sounds of the game, where there were no announcers and instead, the on-field mics were kept open all game.

While streaming is the wave of the future – and attracts a younger audience – linear television is still available in more homes and is the best way for the UFL to reach the biggest audience possible during its formative years. However, more and more sports leagues are selling at least some of their inventory of games to streaming platforms. Likewise, more and more platforms are dipping their toes into the live sports waters.

What’s currently missing from the UFL’s business plan is their ability to cash in on the sizable rights fees live sports are continuing to rake in. Being owned in part by FOX and ESPN gives the UFL a level of stability and a guaranteed outlet for the games, but they’re foregoing potentially millions in revenue from rights fees in doing so.

The UFL could have games farmed out to Amazon, Hulu, Netflix, Peacock or another high-level streaming service. Or they could air on whatever comes of the ESPN/NFL Network combination. Innovation related to broadcast technology is an emphasis for the UFL and simulcasts like the one we saw on the XFL Championship, and what ESPN offers for major college football games could be how streaming is utilized at first, with games eventually moving there once streaming subscribers get closer in number to those with cable and network TV.

If ESPN’s takeover of the NFL Network occurs and benefits the UFL, the closeness of the two leagues will bring forth questions about the NFL possibly getting a stake in or even taking over the UFL for utilization as a true minor league.

Despite the working agreement between the two, UFL ownership has been clear that they are a separate, stand-alone operation. If the UFL falters in the coming years, will the NFL step in to save it? NFL coaches and administrators have often spoken of the value of having a league like the UFL.

The NFL is a billion-dollar behemoth – they certainly have the money to support it as well as the infrastructure related to advertising and media. The question has always been, would they get enough out of it to make it work financially for them? This all assumes current ownership would look to bail on the league, which is something for which we’ve yet to see evidence.

First and foremost, any deal ESPN strikes for the NFL Network will be about the NFL. Eventually, if the UFL proves to be a healthy and viable alternative, ESPN could choose to use the popularity of the NFL to give some rub to the UFL. These scenarios would all take place years down the road and right now are just fantasy. They become a lot more serious if ESPN strikes a deal for NFL Media, which doesn’t seem as far-fetched today as it once did.