UFL leadership provided extensive commentary during the 2025 UFL Championship Game Media Day, with CEO and President Russ Brandon, Co-Owner Dany Garcia, and VP of Football Operations Daryl Johnston addressing questions about league sustainability, expansion plans, attendance challenges, and the competitive landscape.
The interview, conducted at the championship media event, offered fans unprecedented access to executive-level discussions about the league's direction, quarterback development, and strategic planning for future seasons.
On League Sustainability and Long-Term Commitment
The executives emphasized their commitment extends far beyond short-term goals, with ownership backing that supports multi-year planning.
"Many leagues have been started with ego. Our league was started with passion and grit and discipline, knowing that to be in the football ecosystem, you just buy a ticket, and you have to plan. You need to have the rigors. You have to have people around you who understand this is a 3, 5, 10, 15-year commitment and have the flexibility, the imagination, the creativity to weather that movement. We're 15 months old. We haven't even got to our terrible twos yet."
Garcia's comments reveal the UFL's patient approach to growth and development. The reference to a "3, 5, 10, 15-year commitment" demonstrates ownership's understanding that building a sustainable football league requires long-term financial backing and strategic planning rather than quick returns. I hope everyone is in for the long term, the issue is we fans have been burned before.
On Expansion Plans and Decision-Making Process
Brandon outlined the methodical approach the league is taking toward potential expansion, emphasizing process over timeline.
"We did an RFP process when it came to expansion. We're looking heavily into the process. We're taking a lot of rigor to it. We're taking a lot of time and effort to do it the right way. And as far as ownership is concerned, keeping the board and the ownership group up to date on our process. That was the main reason we didn't put a timeline on. We wanted to make sure that we went through it from a very authentic position and with a lot of integrity as we go through it."
This systematic approach to expansion reflects lessons learned from previous spring football leagues that expanded too quickly. The UFL's emphasis on "rigor" and "integrity" in the process suggests they prioritize sustainable growth over rapid market capture. It also suggests that they are not anywhere near of expanding in 2026.
On Attendance Challenges and Market Activation
Brandon acknowledged attendance struggles while outlining the league's strategy for improvement in local markets.
"We have seen some decline, and we're looking at every way to re-engage and look at our marketplace in each separate silo as we move forward. But we know this. We have a great product. We know it's affordable. We're trying to activate as much as possible in each of these local markets, and we have a great plan, I believe, in place to do that, but we're not shying away from it."
The frank admission of attendance declines shows transparency from league leadership. Brandon's emphasis on treating each market as a "separate silo" indicates the UFL recognizes that local marketing strategies must be tailored rather than using a one-size-fits-all approach. It also seems that they already have a plan in place for 2026, which is good.
On Post-Merger Business Stabilization and Market Clarity
Garcia explained how combining two leagues created market confusion that took a full season to resolve and understand.
"I'll follow up with Russ to just say the stabilizing of the business, it's real, right? So we can take a moment out of football and just talk about two brands coming in together. What does that do to the market? What does it do? What headwinds and what tailwinds come with one brand versus the other to finally get to a place where we have what I would call a true clear season. This season is our clear We have taken care of so many hurdles. We have merged all the houses. All the children are together. We are the UFL. And it gave us a great sense to say, Okay, what do we actually have here? Where does Confusion lie? What is that opportunity?"
Garcia's business analysis reveals the complex realities of merging two football leagues and brands. Her metaphor of "all the children are together" illustrates how the UFL needed an entire season to truly understand their market position after combining the XFL and USFL operations and branding.
It is good for management to recognize they took a step back in branding they took by changing the league name. Fans to this day are still confused, so those headwinds she speaks about are still not over and might not be for years.
On International Growth and Global Partnerships
Garcia highlighted the significance of the DAZN partnership for expanding the UFL's global reach and fan development.
"We are so absolutely thrilled. I mean, to continue to expand this game and have this conversation outside of the United States is extremely important for us. It's important for us for development. It's important for the fandom. Obviously, we love football. We love sharing it. We love having partners who want to share it."
Garcia's emphasis on "development" and "fandom" suggests the UFL views international growth as both a revenue opportunity and a way to cultivate football interest globally. Global expansion was something she emphasized in the XFL, it would build huge excitement if the UFL had a team in Mexico.
On Ownership Structure and Financial Backing
Brandon highlighted the diverse ownership group that provides the UFL with both financial stability and industry expertise across multiple sectors.
"It always starts with ownership. Anything you do in this game, it starts with ownership. And we are incredibly blessed to have the ownership group that we have led by Dany. And when you look at Red Bird Capital and Gerry Cardinale, and we look at Fox Sports with Eric Shanks, and when you look at Dwayne Johnson. We have an incredible ownership group in Disney, obviously, that have put us in a position for long term sustainability and growth."
Brandon's emphasis on ownership diversity shows the UFL's strategic approach to securing backing from entertainment, media, and investment sectors. The combination of RedBird Capital, Fox Sports, and high-profile individuals like Dwayne Johnson creates a foundation that extends beyond traditional sports ownership into broader entertainment and media partnerships. See above, I hope they are in it for the long haul. Maybe pausing expansion is a sign they are.
Championship Media Day Reveals UFL's Strategic Foundation
The media day interview provided UFL fans with direct access to executive-level thinking about league operations, from expansion methodology to quarterback development strategies. The leadership team's emphasis on long-term sustainability over rapid growth, combined with their frank assessment of attendance challenges, demonstrates a realistic approach to building professional football.
Garcia, Brandon, and Johnston's comments reveal a league focused on incremental improvement and authentic market development rather than quick fixes or unrealistic timelines. UFL News Hub has heard from sources that the planning of the 2026 United Football League season already takes place next week. We hope to hear some news this summer.