UFL Announces Exit from Three Key Markets in Major Reshuffle
Optimizing UFL’s Future: League Adjustments Under Mike Repole’s Leadership
Restructuring the UFL Teams: Market and Venue Shifts
The United Football League (UFL) is implementing significant changes under the guidance of its new investor, Mike Repole, as it enters its third season. The league announced the closure of the Memphis Showboats, Michigan Panthers, and San Antonio Brahmas, shifting focus to new markets. While Columbus has already been confirmed as a new location, the league is set to reveal the other two new markets next week. Potential new destinations include Louisville, Orlando, or Boise.
Evaluating Market Viability and Stadium Appropriateness
The UFL’s decision to remain in Birmingham amid restructuring countered speculations of its relocation, as reported in July. These strategic moves highlight Repole’s vision to transition away from mega-stadiums to venues that enhance fan engagement. Despite the Panthers and Brahmas ranking third and fourth in attendance during the 2025 season, with Michigan’s Ford Field and San Antonio’s Alamodome seating over 58,000 and 73,000 respectively, these large venues contrasted sharply with the actual turnout.
Memphis struggled with market traction, ending last in attendance, and highlighted the inadequacy of the 58,000-seat Simmons Bank Liberty Stadium for UFL needs. The league cited the lack of suitable alternatives in these markets, leading to the closures. A statement from the league clarified, “Due to stadium constraints, the available venues in these areas do not align with our new vision of focusing on smaller, more intimate settings that elevate the fan experience.”
Adapting to Fan Engagement and Adjusting Business Strategies
Following the 2024 merger of XFL and USFL, the UFL experienced a 5% decline in overall attendance in its second season, raising concerns despite the previous emphasis on physical attendance as a key business goal by President Russ Brandon. However, Repole pointed out that the juxtaposition of smaller crowds in large NFL-style stadiums was a more pressing concern. Only the D.C. Defenders succeeded in filling more than 50% of their venue at the compact 20,000-seat Audi Field.
Repole emphasized the importance of optics in growing the league’s fan base. “When you have 14,000 fans in an arena that fits 60,000, it looks empty. When you have 14,000 in a place that sits 15,000, it’s standing room only. Changing the optics is very important,” he stated. The example of Historic Crew Stadium in Columbus, a similarly sized venue to Audi Field, is part of this strategic pivot to enhance the fan experience through intimate settings.
