Sources: Columbus Dispatch, ESPN, USA Today, and Sportico interviews
Mike Repole sat down with multiple outlets after announcing the UFL’s three new teams for 2026, and he didn’t hold back. The co-owner laid out plans for a regional player rights system that would funnel college stars to their local UFL teams, explained why players who stick around for five years should probably find a new career, and revealed the league is planning to hit 16 teams by the mid-2030s.
He also compared building the UFL to the decade it took him to turn Vitamin Water and BodyArmor into billion-dollar brands.
Regional Player Rights System
Repole wants Ohio State fans to watch former Buckeyes who didn’t make the NFL. That’s the whole point.
Columbus Dispatch: “Repole said another reason the UFL decided to have a team in Columbus is its proximity to Ohio State and other college football programs in the Ohio area. The owner hopes to recruit former Ohio State football players and coaches to join the Aviators.”
“To help attract former Buckeyes as well as alumni from other Ohio schools, the UFL is initiating a regional player rights rule, which will give teams priority to sign players from schools within a certain radius.”
“It’s almost like everyone is a free agent in our league, very similar to what’s happening in college football. … Having (the fans) familiar with players who are the stars at Ohio State but didn’t make the NFL or are still trying … that’s going to be a big part of our strategy going forward.”
“While specific details for the new UFL rule are not finalized, Repole hopes to have a more concrete strategy in December or January.”
USA Today: “Repole is also hoping the three new markets – and the UFL in general – can capitalize on attracting talent that played collegiately in each market to energize each fan base.”
“Could that involve assigning players with local market ties to teams throughout the league? Repole described a “regional priority” system during which teams might have a right of first refusal for players who played collegiately within a certain radius of each market.”
“If there’s a player that played for Ohio State, you can bet that they’re going to be playing on the Columbus Aviators.”
“Such a system has not yet been established but seems likely to be a part of the UFL’s future.”
The system isn’t finalized yet, but Repole made it clear this is happening. Teams get first dibs on players from nearby colleges. It’s a way to create instant name recognition instead of asking fans to care about random players they’ve never heard of.
League Expansion Plans
Two new teams every two years. That’s the plan.
Columbus Dispatch: “Expansion for the league is not done, Repole said. He hopes to add two new teams every two years. For now, however, the league’s work is focused getting ready for the 2026 season.”
ESPN: “Repole believes the league can sell out stadiums in smaller venues, and he hopes to double the size of the league to 16 teams by the mid-2030s.”
Sportico: “Repole, who recently started overseeing business operations for the Arlington, Texas-based league, said it “hurt” to inform the three markets that their teams were being relocated—especially the Panthers, since they were one of the original eight teams included in the launch of the rebooted USFL. But Repole didn’t close the door on the Panthers returning as the league plans to add two teams in 2028.”
Repole admitted it hurt to cut Michigan, Memphis, and San Antonio. But he left the door open for Michigan to come back in 2028 when the league adds two more teams. The goal is 16 teams total by the mid-2030s, which would double the current eight-team setup.
Hub Model and Player Engagement
All eight teams still practice in Dallas during the week, but that’s changing a bit.
ESPN: “League headquarters will remain near Arlington’s Globe Life Park, the stadium the Renegades are leaving, and the hub model of all eight teams practicing in the Dallas area during the week won’t change. However, Repole says some players will spend more time in their host cities to try to boost fan engagement.”
The hub model saves money by keeping everyone in one place during the week. But Repole knows players need to actually be in their cities to build relationships with fans. Expect to see more player appearances in Columbus, Louisville, and Orlando even though practice stays in Texas.
UFL as NFL Developmental League
Repole was blunt about what the UFL is and what it isn’t.
ESPN: “He said he is all-in on the UFL as a developmental arm of the NFL, though there is no formal developmental link between the two. But Repole said he doesn’t think there needs to be.”
“If they have the drive and the passion and they want to make the NFL, and that’s their dream, then we want to help them. But if they’re looking for, ‘Hey, where’s my next check, or am I going to play next year?’ then this is probably not the league for you. And if you’re in this league four or five years, you probably shouldn’t be here. You should probably go into coaching or do something else.”
This is a developmental league whether the NFL officially calls it that or not. Repole wants players who are trying to get to the NFL, not guys looking for a long-term paycheck. If you’re still in the UFL after five years, he thinks you should transition to coaching or something else. That’s about as direct as it gets.
Long-Term Brand Building Strategy
Repole built billion-dollar beverage brands. Now he’s applying the same timeline to football.
Sportico: “You have to be aggressive, but it’s not going to be built overnight. Both Vitamin Water and BodyArmour were billion-dollar brands, but it took 10 years each to get them to that level. I feel the same way here and my partners do too.”
Vitamin Water took 10 years to become a billion-dollar brand. BodyArmor took 10 years. Repole is planning the same timeline for the UFL, which means the ownership group is prepared to invest and wait for returns rather than expecting immediate profits.
NoBull Apparel Partnership
Repole teased a partnership between the UFL and his athletics company.
Sportico: “Repole also teased that his athletics company NoBull will be an apparel partner for the league.”
Repole owns NoBull, an athletics apparel company, and revealed it will partner with the UFL on league gear. This gives the UFL an apparel deal while keeping the money within the ownership group. Does this mean Under Armor is out?
Team Naming – Louisville Kings
The Louisville name connects to Repole’s horse racing background.
USA Today: “Meanwhile, Repole – who is the owner of Repole Stables, a a horse-racing operation that has produced multiple Breeders’ Cup and Belmont Stakes winners – wanted Louisville’s name to pay tribute to the city’s storied tradition of horse racing.”
“The Stallions was taken for the state of Kentucky, so I went with Kings. Horse racing is known as the sport of Kings, [so there’s a] little connection there.”
Repole owns a major horse racing stable, so he wanted Louisville’s name to reflect the city’s Kentucky Derby connection. Birmingham already took “Stallions,” so he went with “Kings” as a reference to horse racing being called the sport of kings.
Summary
Repole gave reporters a clear picture of where the UFL is headed. The regional player rights system will funnel local college stars to their hometown teams, starting with details expected in December or January. The league is adding two teams every two years with a goal of 16 teams by the mid-2030s.
Michigan could return in 2028. Players are expected to use the league as a stepping stone to the NFL and move on within five years.
The Dallas practice hub stays in place, but players will spend more time in their home cities. And Repole is taking the long view, planning a 10-year brand build just like he did with Vitamin Water and BodyArmor. NoBull will be the league’s apparel partner.
10 Comments
by Ken Granito
It is refreshing for the UFL to be honest for once. I appreciate the candor Mike Repole has provided. He has proven that he is not afraid to get down to business and the UFL has its best chance to succeed. I am happy he came onboard. Please know this. I say this even as my favorite team the Michigan Panthers goes away. Even worse, as much as I think the Storm, the Kings and Aviators come about neither would be the right fit for the Panthers. The only one that reasonably fits is the Aviators and even with that the Aviators are not the Panthers. So even with those misgivings, I still support what Mike Repole has done. That stated I am always about making something better and saying what you mean. In this article Repole was quoted as the expansion is not yet done. To be honest, expansion has not yet started and that goes back to 2022. We have 8 teams now just as we did then, so there has been NO expansion. Just so we are on the same page.
Also, I have a large problem with the concept that this is a developmental league. 1st and foremost, I watch no minor leagues on TV and certainly none nationally. If you are telling me you are a developmental league for the NFL, I have no use for your league, especially when all of 10% of the league makes it to the NFL. That would tell me winning doesn’t matter, players the fans have come to root for don’t matter. Think about it. You are bringing in players from Ohio State because fans are familiar with them, yet you are going to cut someone because they might cash a 62,000 check. I have to say to that MIKE REPOLE, YOU SCARE ME! I am not saying not to develop players, but practice and play football. Just doing that you will develop players and what better way to develop players than to have a veteran teammate beside you. It’s kind of like Logan’s run where they take a viable human being, but just end them because they turn 29. One last thought, would it be too early to see about hiring a football announcing team made of a former UFL, USFL or XFL player, someone that knows the history of the league and impart their wisdom while trying to grow their resume. I am not saying that Case Cookus shouldn’t be playing this year. I cannot make that call, but how cool would it be if Case Cookus, Boogie Roberts, Ben DiNucci, Ryan, Rick Neuheisel, Jim Haslett or Darius Victor were calling games for the UFL this year. I know they would need to be polished so work on getting someone that would like that as a career. Mike Repole has done more than anyone could have imagined. His next thing is to fix the football played by the league, meaning putting football first. After that these are just suggestions. Good luck Mr. Repole.
by 4th&long
The one and only thing he said that was odd was the Dev league line. Perhaps its his way of clearing out some of the XFL/USFL/TSL long timers to get make room for fresh grad players that played college in the UFL Markets. Like I posted here was this directed at players, coaches or fans? I’m not sure.
But one thing I have noticed… there’s less NFL signings as the same players are in the UFL and they’ve been scouted already. Bring in more fresh younger players and there may be more signing, more signings may get the UFL more attention. At least that’s one possible reason for MP stance on Dev League.
But the UFL is NOT a dev league – its not there to support the NFL and won’t pull a QB in 2nd half to give the back up playing time. The players are there to get a better gig, play and win.
by 4th&long
Mike is hitting all the right things, only thing I don’t understand…
Not sure what the reasoning is for declaring it a dev league. Who is that aimed at ? How does that sell the UFL to the fans? Does it mean we want people on the cusip of the NFL, that is borderline NFL? Hungry players that still have a legit shot? As opposed to lifer sub-NFL quality players?
Or is it aimed at the players and coaches?
I’d like to see the more reporting on Repole’s reasoning.
by Dale
I am very thankfull for the transparency, finally. The idea “Regional Prioriy ” is THE most effective draw that the oringal USFL deployed. It is a wonderful plan, and it works. Each Team recruits heavily from regionally assigned schools, some none pro players and others. At Present, like it or not few can name even one UFL player. When fan know the players they will pay nto see them play. The other policy was they encourage “Individual Ownership”. This relieved the league of considerable expense and allowed each owner to grow thier investment through personal player contracts with players. YES! I am sooo excited Cant wait for kick off. p.s. My only disappointment is the choice for Orlando over Tampa.
by Johnny the Angry Fuzzball
I agree with the other posters. Kicking your vets out of the league is the exact opposite of brand building. The UFL is only sending a few players up to the NFL each year, and not of its own fault: the ceiling is usually the practice squad, maybe a journeyman or depth player if you’re lucky. This league’s biggest names have been the vets.
Johnston understood this. But again, this plays into Repole mostly being known for his short-term investments: build a brand, then sell. It’s cruel and a betrayal to your fans (and your players themselves) to build up a player, especially one who might not be quite a fit for the NFL, then tell him after a couple years “yeah, you’re never going to go anywhere, so we don’t want you anymore either, you should never play pro ball again.” Not to mention to the guys trying to make a living.
by 4th&long
I don’t think Repole is short term, it took ten years for his companies to mature and be sold. Ten years is a long time, in spring Football its an eternity.
As far as player Dev and limiting to younger non vets.
There may be other reasons for this statement:
The CBA issues last year and related negative press were damaging to PR and the league image, with little tangible benefit to the players. This contributed to attendance and and viewership drop. The stunts by players were quite frankly ridiculous. The new Union is a joke.
Perhaps the statement was targeted at these older vet players that are driving up cost and creating bad PR via the Union in a non-profitable league. And the more I think about it – its very likely.
See the news today? L Perez resigned. Smart move, new sheriff in town and not going to let tail wag the dog. And I like Perez! But I think he gets it. No more “im not showing up for mini-camp crap” is going to be tolerated by a league that’s losing money.
Conclusion: The players got a small victory in spring 2025, but will lose this war. There are thousands of players looking to make $60k for 1/4 of the year to get a shot at NFL. They are replaceable – but my feeling is if they understand the “dev” league comment real meaning, they can and will be on the team. Oh that’s if there isn’t a hungrier better and younger player available who wants to play.
by Ken Granito
I appreciate you giving the benefit of the doubt. I just don’t believe it. He has been very specific about what he has said in the past. I think, too, like he has said in the past that sometimes he sees something and looks at the feedback. For this to be a developmental league for the NFL would be way short-sighted. Any time a NFL team has too many young players the game play is awful. Quarterbacks usually can’t read the intermediate routes. Funny enough the same thing can be said about misdirection plays against the defense. Young players that want to show what they can do often move before they read. Frank Ginda who is oft injured can read the play, right when the play is starting to take shape. This makes him quicker to the ball and surer of the tackle. Unfortunately, such a fierce sport leads to injury and the older you get the more injuries you compile and the easier it is to re-injure themselves. Last season, the Showboats did not sign Darius Victor the player that is still the legacy UFL rusher of all-time and instead they went went DeWayne McBride, Jacob Kibodi, Jalen Jackson and Deneric Prince. To be honest Jalen Jackson & Deneric Prince showed some promise, but they turned to Wes Hills to get the biggest carries of the season. So wait how did that youth movement work. No vets they all just sank. IF you are trying to put out a football league, you do not make the product crap. You just don’t! When you are trying to sell a product you make sure the product looks good. Swallowing the whistle for the offensive fouls is not the way to go. I understand some leeway, but you need veterans. Plus, think about how bad this really played out. It is safe to say that Skip Holtz & Mike Nolan believe that players that performed well for them previously will be brought to camp as long as they haven’t seen that player deteriorate. In such a case the coach will make the determination in camp if time has passed that player by. This makes sense. It is the way football has worked for 100 years. It is funny, because Mike Repole is the boss of Skip Holtz and Mike Nolan. You see the problem, right? Does the league weaken itself by losing two great coaches or does it let the boss have his way? Like soap football has always been self cleanings. I, personally would not want to be 1-9 because I went with a bunch of rookies. There is always a crop of rookies, but never do rookies make up 1/2 your starting squad. Just something to think about…..I love the words used above. It is the EXACT opposite of brand building. Players that have excelled in this game, that can still excel in this game should not be cut because it is their 5th season in the league. That is truly ridiculous.
by King Bomp
Hope that 16 team expansion includes Vancouver and Monterrey.
The UFL could be the first international league of American football with a franchise in three countries.
by He Hate Me
That’s great the UFL wants to position itself as a “developmental league” for the NFL. But if the UFL wants to be taken seriously from football fans at large, it needs to stop talking about and advertising that motivation. UFL fans are quite aware that the players have bigger ambitions than the making a long career in the UFL though some are just with where they are.
by Brad Holland
Sure wish the nickname of the Columbus Bulls would have been selected with red & orange colors.
16 teams could include Michigan, Memphis, San Antonio, Oklahoma City, Raleigh, Salt Lake City, San Diego, Portland, New Jersey, Omaha, Sacramento, San Jose, Oakland, Albuquerque, Boise and Austin