UFL President and CEO Russ Brandon appeared on The Randy Karraker Show on STL Sports Central to discuss the league’s progress, sustainability plans, and upcoming championship game between the Michigan Panthers and DC Defenders.
Brandon offered candid insights into attendance challenges, behind-the-scenes operations, community engagement strategies, 2026 planning, and the league’s embrace of gambling partnerships that fans rarely hear about from league executives.
On League Sustainability and Growth Momentum
Brandon addressed one of the most persistent questions facing the UFL – whether the league will survive long-term. His response reveals confidence in the organization’s foundation:
“I think, guys, you know the one thing, Randy, I don’t hear anymore? Are you coming back? Is this league going to survive? And that also translates down to agents. Hey, am I going to take a leap of faith with this league? Is it just not going to be here? That ship has sailed. We’re building for the long haul, and this league is going to be sustainable, and it is a tremendous opportunity.”
This statement marks a turning point for the UFL’s credibility. Brandon’s assertion that agents no longer question the league’s viability suggests the organization has achieved institutional stability that previous spring football ventures lacked. However, that question is still on fans mind being burned multiple times in the past. Spring Football has been a yearly event over the last 4 years at different times of spring and different forms (USFL, XFL, UFL).
We are going into year three and we need to see growth not decline like we did in 2025.
On The Merger’s Behind-the-Scenes Chaos
Brandon revealed the intense timeline and pressure the league faced during its formation, providing insight into the operational challenges that fans never see:
“We went through the XFL, legacy XFL, Legacy USFL, did the merger a year ago. We’re drinking out of a fire hose coming out of that because that happened in mid-January. Just to have the opportunity to really start to build in our marketplaces Obviously, St. Louis is a flagship franchise.”
The “drinking out of a fire hose” metaphor captures the frantic pace of merging two leagues. To be fair, 2025 is really season one of the United Football League.
On 2026 Community Engagement Strategy
Brandon outlined the league’s approach to maintaining local connections despite the hub-based practice model, revealing ongoing challenges with community presence:
“We’re trying to find different ways to come into markets earlier, do more off-season programming. We have a full-time Battlehawk staff as well. Our staff is out in the community on a weekly basis, pushing the Battlehawks, being a part of the community, know that we are here for the long haul.”
The league recognizes its current community engagement model needs improvement. Aside from the talk about NFL pipeline and innovative broadcast, its marketing and lack there of, that has been a constant question at the end of the season.
The league is stuck between a rock and a hard place. Keeping the status quo for the 2026 season wont help local marketing teams. There needs to be a big move for fans to get excited. With out that, no level of local marketing will turn things around in 2026. Change will require the league to spend more money than they want.
On Long-Term Vision Through 2027
When pressed about the league’s viability for the next two years, Brandon emphasized the changing football landscape and developmental needs:
“The landscape has changed completely in the game. I mean, just look what’s happening in college right now. Player development needs to improve across the board, and everyone thinks it’s quarterback play. It’s offensive line. It’s corner play… there is definitely a need for developmental spring football in a standalone professional spring league.”
Brandon’s reference to college football’s current state suggests the UFL sees opportunity in the transfer portal era and NIL disruption.
On Attendance Challenges and Honest Market Assessment
Brandon acknowledged the league’s most visible weakness – stadium attendance – while outlining the organization’s approach to building fan bases:
“That’s our number one off-season initiative, Randy, for certain. We have markets like St. Louis, like I said, is a flagship. DC does extremely well. We do very well in San Antonio. And you’re just trying to bring that energy into the marketplaces. We only have five games. We’re super family affordable, which we’re continuing to bring that to our fan bases and just need to just grind.”
Brandon’s honesty about attendance issues demonstrates leadership transparency that builds credibility. Michigan Panthers have been the sole UFL city that has improved for the 2025 season. In fairness, it was low to start with. Hopefully we can get back to XFL 2020 or even XFL 2023 levels.
On Championship Game Coaching Drama
Brandon praised both championship game coaches while revealing an exceptional story of mid-season leadership upheaval that nearly derailed DC’s season:
“Shannon Harris took over one week prior to the regular season when Reggie Barlow went to Tennessee State. Then Greg Williams left a week later as defensive coordinator. All he’s doing is sitting in the Championship game. It says a lot about his character and how he has evolved that roster to get to this point and kept the team together.”
A show around the UFL behind-the-scenes drama would have been must see TV on any streaming network. Harris leading DC to the championship after losing both his head coach and defensive coordinator weeks before the season, drama with the Brahmas and Showboats coaching staffs would have made good TV.
On Gambling Integration and League Evolution
Brandon discussed the UFL’s approach to sports betting partnerships, revealing how dramatically the landscape has changed from traditional football thinking:
“I always joke that all the years in the NFL and the owners meetings, if you said the word gambling, I think they had an eject button that you popped out of them. Now we tell you it’s just amazing to me. But from that standpoint, we’ve embraced it. If you watch the telecast, sometimes I can’t believe you see Aaron Dolan on ESPN talking about the lines and the shifts and halftime and all those different things.”
Brandon’s comparison between NFL gambling phobia and the UFL’s embrace shows how spring football operates with different constraints. It also shows what money can amazingly change peoples perceptions.
Championship Vision and League Foundation
Brandon’s appearance on The Randy Karraker Show provided UFL fans with unfiltered access to league operations during a pivotal moment. To Brandon’s credit, he was on for a while talking about the UFL.
His comments reveal an organization that survived merger chaos, and acknowledges attendance challenges. The CEO’s transparency about 2026 planning and behind-the-scenes drama like coaching changes demonstrates the UFL operates with openness that fans rarely experience from major league executives.
Fans can access the full interview through STL Sports Central’s podcast platforms and archived show content, where Brandon’s complete discussion provides additional insights into the league’s championship weekend preparations and strategic vision for sustained growth.
