UFL owner Mike Repole spoke at length during the Orlando Storm announcement press conference, offering details on his league-wide stadium strategy, approach to building the brand sustainably, potential coaching hires including the Gruden brothers, schedule structure, and his philosophy on avoiding the mistakes of past spring football leagues.
The press conference provided insight into Repole’s vision for the UFL beyond just the Orlando market. One thing is clear, he is in charge of the UFL.
On the Strategic Move to Smaller Soccer Stadiums
When asked about the league’s venue strategy shift, Repole provided clear reasoning for moving away from large NFL stadiums.
I was speaking to the ownership team at the UFL two years ago, and talks fell out. Then this year, I really got more intense in the conversations. I kept watching the games on either Fox or ESPN, and the quality of football was so good. But when you put 10,000 people in a stadium with 70,000, I thought it was COVID, 2020. It looked like a COVID game. And it’s almost like if you go to a restaurant that has 20 tables and 19 are available, I don’t know, you start to feel like you’re getting food poisoning before you eat. It doesn’t give you a good feeling, a good atmosphere, or good atmosphere or good environment.”
Repole identified a fundamental problem with spring football presentation: empty seats create poor optics on television broadcasts and diminish the live experience. His restaurant analogy illustrates how perception matters in sports entertainment. The move to soccer-specific stadiums that hold 15,000-25,000 fans instead of 60,000-70,000 NFL venues addresses this issue directly and represents a major strategic pivot for the league.
On Why San Antonio Was Cut From the League
Repole explained difficult decisions about which markets to keep and which to drop as part of the stadium strategy overhaul.
“The only option, they have a soccer stadium there that fits 7,000 people. There are rumors that in 2028, there’s going to be this new stadium that will be 15,000 for soccer that we’re having conversations with. I have no about going back. San Antonio was another one. The reason why we kept Houston was we got into Shell Energy. San Antonio was a great city, but the Alamo Dona fits 70,000, and we drew 11,000. It just didn’t fit. It didn’t look right. It didn’t represent what I’m trying to do with this league, where it’s family, it’s friends, and it’s fan friendly. So it just didn’t work. And I was very apologetic. In order for us to be successful, we We have to have a vision, and we have to have a plan, and we have to stick with it.”
This quote reveals Repole is willing to make unpopular decisions to execute his vision. San Antonio drew 11,000 fans but played in a 70,000-seat stadium, creating the exact optics problem he wants to avoid. If there is a soccer stadium build in the next couple of years, the team could return. Just ask the Orlando market.
On Building the League Sustainably, Not Rushing
When asked about the timeline for selling tickets and building the roster, Repole outlined his patient approach.
“The one thing about me is I’m aggressive, but I’m patiently aggressive. I’m not going to run and put that order form out tomorrow. They There are going to be five games out here. It’s going to start March. It’s going to be very affordable anywhere between $30 and $70, maybe a ticket per game. Getting the schedule right, getting the team, getting the head coach right, to me, is more important. Listen, if we put out a great product, if we tell people in January that here’s the team and here’s the schedule and this is when we’re going to play, we got a Friday night game, we got two Saturday games, and we got two Sunday games, I want to build something for the future, not just trying to fill this overnight.”
Repole rejected the quick-money approach that has doomed previous spring leagues. His focus on getting fundamentals right before selling tickets represents a brand-building mentality rather than a cash-grab mentality. The ticket price range of $30-$70 positions the UFL well below NFL pricing while the mixed schedule of Friday, Saturday, and Sunday games aims to find the best broadcast windows. Sources have told UFL News Hub that in 2025, the UFL was giving away tickets more than selling them.
On Potential Involvement of John and Jay Gruden
Repole addressed questions about bringing high-profile coaching names to the league.
“Jay is great. Listen, I’d love to see John and Jay in this league, whether it’s a head coach in Orlando, a head coach somewhere else, or maybe in a big league position or marketing. I mean, John Gruden now is a boss. I mean, I talked to John the other day. More people, Mike, in eighth grade and ninth grade, know him than 60-year-olds. He’s now the guy in Barstool. He’s got this new fan base. And John is just such a special individual. And when you talk about intensity and energy, he’s got another notch. So I’ll do something. He’ll be involved somehow. I just don’t know how yet.”
This quote signals that Repole is thinking beyond traditional coaching hires and considering how personalities can market the league. John Gruden’s connection to Barstool Sports and his appeal to younger demographics could help the UFL reach audiences that traditional spring football has missed. It would be a huge get for the league, though its sounds like Gruden is not interested since he mentions getting him involved somehow.
On Local Markets Being More Important Than National Presence
Repole explained his philosophy on building the UFL market by market rather than focusing on national brand recognition first.
“The biggest thing we’re going to do when I take over the league is obviously with this national league, but the eight local markets are more important than nationally. So being inside the market is going to be very important. Working with the incredible sponsors and people that have helped from Intico to the many sponsors you guys have here. We have to be in the community. That I actually live in the community and it’s pretty special. Dany García lives in the community, but I’ve built brands my whole life. Nothing gets built overnight. I think everybody wants that instant gratification. There’s no overnight success story, but we’re going to do this right. We’re going to build this league right, one fan at a time.”
Repole emphasized that winning in eight local markets matters more than national television ratings or broad name recognition. This approach flips conventional sports league thinking but aligns with his stadium strategy and affordability focus. His reference to building brands throughout his career with companies like Body Armor and Smartwater suggests he is applying proven business principles rather than copying failed spring football models. Notice how he keeps saying I in everything, not we. Could be a good thing or bad thing when ones ego is attached to a business. Clearly the success of this league is very personal to him. He want to show the worlds that he can do it.
Summary
Mike Repole provided extensive insight into his strategic vision for the UFL during the Orlando Storm announcement press conference. His comments revealed a patient, market-by-market approach focused on creating the right stadium environments, avoiding the mistakes of past spring leagues that rushed to generate revenue, and building sustainable brands in eight cities rather than chasing immediate national relevance.
Repole discussed moving teams out of large NFL stadiums into soccer-specific venues that create better optics and atmosphere, his willingness to cut markets like San Antonio that did not fit the vision, potential involvement of high-profile coaches like John and Jay Gruden, and his pricing strategy of $30-$70 tickets.
UFL President Russ Brandon also noted that 46 players from the league made NFL opening day rosters this year, representing over 10% of UFL players, with over 1,000 workouts and 400 signings to NFL teams over the past four years. The full press conference aired on Fox 35 News Plus and Fox Local streaming platforms.
2 Comments
by Johnny the Angry Fuzzball
Jon Gruden is currently involved in Arena Football One (he’s an investor in the Nashville Kats). We saw the Showboats (or whatever one of the three teams that ends up with their roster) snatch up a good chunk of the AF1 champion Albany Firebirds roster. I wonder, if there is a plan for further collaboration between the two, much like the XFL/IFL partnership in ’23? Their commissioner is former Michigan HC Jeff Fisher, who’s coincidentally looking to bring AF1 to Michigan this season.
by 4th&long
One thing I will say is there’s no evidence to date that attendance helps TV viewership. But it looks to help in game experience and fun factor. Which could grow sales and local interest.
Ticket prices seem ok, IF there are enough $50 and below tickets.
Both Grudens can coach, and Jay has prior altFB experience.
One other thing, he makes it clear Detroit CAN come back and in his statement and the fact that Orlando is back.
Also, even though UFL says the change is for fan experience and TV appearance. Reading betwen the lines… its also to align attendance with venue costs. a 25k soccer stadium rent is WAY lower than a 60-75k stadium esp a dome. Match costs to attendance and that’s more sustainable.
But despite the statements, the TV ratings will be important so he can’t ignore national league presence.
He’s a winner, looking forward to tomorrow Press Conf and beyond.