In a recent Front Office Sports Studio interview with Dan Roberts, UFL President Russ Brandon provided insights into the league’s inaugural season success, merger details, and future plans.
The discussion covered broadcast ratings, the league’s relationship with the NFL, and operational strategies that have contributed to the UFL’s growth. For UFL fans, much of what he talked about is nothing new, but the fact that Brandon is getting out there is good.
League Formation and Patient Approach
Brandon details how the UFL came together through strategic planning:
“We put a team together. We were patient as we built it. A lot of people thought we would rush to get out that first year in ’22, but we wanted to take a very patient approach how we built this league. We’ll talk about that a little bit when we talk about the expenses of running these leagues.”
Spring football fans were shock but not surprise that the XFL and USFL merged. Most pundits, this one included, thought in three to five years we would see the two leagues merge. Not after year one.
Player Development Success
Brandon shares statistics on NFL advancement from the UFL:
“Out of our 400 players that rostered in the league last year, I think 346 of those athletes had been in an NFL camp, rostered, had been involved in the league… Seeing 42 of our athletes in the National Football League, which is over 10% of our league, is very fulfilling for all of us.”
These numbers demonstrate the UFL’s role as a developmental pathway to the NFL, though Brandon maintains the league’s independence. The success rate validates the UFL’s player development model. We should hopefully see these numbers increase int he coming years. A week’s pay on an NFL practice squad is around more than these players make in a month in the UFL.
Broadcast Performance
Brandon discusses the league’s viewership metrics:
“It averaged 850,000 viewers per game. Now, the network broadcasts averaged 945,000 viewers. And then the Championship game, 1.596 million viewers on Fox, which is worth putting in context here. That’s more than the first three games of the WNBA Finals got.”
These ratings show significant viewer interest in spring football, particularly for network broadcasts. The question is, will they improve or decline in 2025.
Hub Model Innovation
Brandon explains the league’s operational strategy:
“When we talk about what we’ve learned, we learned a lot from COVID, unfortunately, and what the NBA did, and what they did with the hub. It was the inspiration for how we built our league to have all eight teams in one location starting in mid-February, and two teams will be there through mid to late June.”
The hub model represents an innovative approach to league operations, helping control costs while maintaining quality. Between the XFL and USFL, the XFL’s model was better, glad the United Football League stuck with XFL’s model.
NFL Partnership Approach
Brandon reveals the UFL’s strategy with the NFL:
“Some of these leagues in the past have run from the NFL. I’m a former long long-time NFL guy, we ran to the NFL because our goal is to advance the game of football. Our goal is to provide opportunities.”
This collaborative approach with the NFL marks a shift from previous spring leagues, creating mutual benefits for both organizations. UFL News Hub sources have told us the at pretty much most high level UFL meetings, there is a NFL representative present. There is more to the NFL and UFL’s partnership than people know.
Market Development Strategy
Brandon outlines their local presence:
“We have teams on the ground in each market, business teams, think AA, Triple A, baseball, front of offices that are on the ground, 365 days a year, promoting and singing the tune of what that brand means in that marketplace.”
This year-round community engagement strategy shows the UFL’s commitment to building sustainable local fan bases. It will be interesting to see of the UFL in season two but still. Not all the local marketing teams are filled out. We are hearing from sources to expect a decline in attendance in 2025.
The interview reveals a league that has learned from past spring football attempts, implementing innovative operational strategies while maintaining strong relationships with the NFL. The UFL’s focus on player development, broadcast success, and sustainable operations positions it for continued growth in 2025.
Fans can watch the full interview on Front Office Sports’ digital platforms. The UFL’s second season kicks off on March 28th, 2025, building on the foundation discussed in this interview.
