As the league prepares to open its third season on March 27th, Mike Repole’s UFL makeover is creating a decidedly different atmosphere. Unlike the time-constrained, hurried inaugural season or last year’s dysfunctional, chaos-filled preseason, this season is moving forward with a well-coordinated, cohesive marketing strategy. Determined to right the wrongs of the past, the push is on to build engagement with the local communities and fan bases ahead of the season. Is the plan working?
Musical Entertainment
As promised, Repole’s team is intent on delivering fun-filled entertainment to families and local communities. In addition to the promise of "explosive action-packed high-quality football," fans will be treated to halftime concerts from well-known musical artists. Providing a little something for everyone’s tastes, a variety of musical genres will be represented, including country, pop, rock, and hip-hop.
On March 27th, when the Louisville Kings open the season, hosting the Birmingham Stallions, award-winning country singer Russell Dickerson will be the special guest star. The next afternoon, on March 28th, the St. Louis Battlehawks feature hip-hop artists Nelly and the St. Lunatics. On Friday, April 3rd, multi-platinum singer/songwriter Gavin DeGraw will perform at halftime for the Columbus Aviators' home opener.
The "United We" Campaign
Last month, the UFL kicked off the “United We” campaign, with each of the eight teams assigned its own unique rally cry. Throughout the season, a series of national and local media spots will air on TV, radio, and digital platforms, with the stadiums prominently displaying banners with the team’s rally cry. Besides unifying the league under the "United We" umbrella, the campaign also helps signify individual team personas. The distinctive rally cries are designed to promote the fan base's competitive nature while urging them to come out to support their favorite team.
Fans Get A Voice
Unlike previous years, where fans were rarely given a voice, this season the league is actively encouraging fans to speak up and be heard. From voting on the team mascot to choosing the mascot's name, the fans have been given the opportunity to play a role in creating their team’s identity.
Get Up Close and Personal With The Team At Fan Events
"Countdown to Kickoff Fan Fest" events have also been scheduled to allow fans to meet the coaches and several of the players ahead of the season. The events offer photo opportunities, food and drinks, along with a chance to tour the stadiums. To add to the growing excitement ahead of the season's kickoff, surprise community visits are also planned, with coaches and players popping up unannounced in the local community.
One upcoming fan event is taking place in Louisville Thursday, March 19th from 4:00-8:00 pm at Fourth Street Live. Coach Redman will be there along with quarterback Jason Bean, OL Willie Tyler, LB Steele Chambers and safety Keaton Ellis to meet and greet fans.
Smaller Venues To Create the Optimum Fan Experience
One of Repole’s primary initiatives has been moving the teams to smaller, fan-friendly environments. Avoiding the previously poor optics of games played in sparsely populated football stadiums, the smaller venues allow the crowd to truly participate in the entertainment experience.The coaches are happy about the change as well, recognizing that it will be a lot more fun for the teams to play before a packed stadium crowd.
Kings head coach Chris Redman, a native of Louisville, is thrilled with the location. Describing the atmosphere at the Lynn Family Stadium, he enthused,“Football is a fun game to watch. But it’s even more fun when you’re right on top of the action. You’re gonna hear the quarterback calling plays. That’s how close you are to the field. You feel like you’ve got sideline passes literally at any seat in the stadium.”
Competition To Be The Top Fan Base
As the start of the season draws closer, the competition to be the league's top fan base is heating up. The UFL Kickoff Challenge is on to see which team can fill their stadium by selling the highest number of individual tickets for the home opener from now until March 26th. The winning community will be declared the "Rally Capital of the UFL.”
Prizes and incentives will be awarded to the winning city, including 50% discounts on team merchandise available through the UFL Shop.
League Wide Kicking Competition
However, it's not just the fans who are getting a chance to participate in some incentivized promotions. With 60-yard field goals becoming the new NFL long distance standard, UFL kickers are in demand. Andre Szmyt and Harrison Mevis are the latest spring kickers to find success in the NFL, joining Brandon Aubrey and Jake Bates.
Last week, Repole arranged for a league wide kicking competition In Arlington that awarded cash prizes to the kicker who nailed the longest distance field goal. DC Defenders' veteran kicker Matt McCrane booted a stunning 65-yarder through the uprights to pocket $200 from Repole.
Final Thoughts
While it's too early to tell whether Repole's marketing plan is working, one thing is certain; he's making a concerted effort to listen to the fan base, and engage with local communities.
However, more important than the local marketing is the success of the games themselves. It's up to the coaches and players to establish a thrilling, high-caliber level of competition.
It's always easiest to connect with new fans. For the expansion city fans in Orlando, Louisville and Columbus, they will experience the best that UFL fandom has to offer. However, the real test will come in trying to re-engage disgruntled UFL fans who walked away frustrated after the misteps of the past two seasons. If Repole and his team can successfully convince the disgruntled fan base to return, that will bode extremely well for the future of this league.