Despite a promising beginning, the recent version of the XFL shuttered its doors midway through its inaugural season. Despite impressive ratings in its opening weeks, the league saw viewership drop over time, and when the COVID-19 crisis impacted the United States, the league suspended operations and all employees were laid off.
However, there is hope for the league this week.
A new ownership group acquired the XFL, a group that contains Dwayne “The Rock” Johnson as well as Dany Garcia, his business partner. They partnered with RedBird Capital Partners to acquire the XFL for approximately $15 million dollars.
Johnson has become a household name since beginning his career as a professional wrestler. He has become a movie star, a television host and producer, and even the founder of Teremana, a brand of tequila. Garcia and Johnson – who were married for just over ten years – remained close after separating and work closely together to this day. Garcia’s portfolio of business is extremely impressive. She is the founder, CEO and chairwoman of The Garcia Companies/TGC Management, and she oversees TGC Manageme,t, Teremana, Athleticon (an upcoming competitive bodybuilding show being launched with Johnson), and Johnson’s collections with Under Armour, VOSS and more.
Now they face perhaps their toughest challenge to date: Reviving the XFL. Given their previous run of successes, they might not need any advice
But if they’re looking for ideas, here are some suggestions.
Start Small
One of the issues that plagues every new sports league is the level of competition, or more specifically the product on the field. Keeping the size of the league small to start helps to counteract the level of talent in the league, which might impact the product that viewers see each game.
The most recent version of the XFL got this right, starting with eight teams and keeping ownership over each team. That, as opposed to the traditional franchise model, allowed the league to retain some impact on each team, rather than relying on outside ownership groups or investors.
The league also needs to consider where the teams are located. Prior to folding, the recent version of the XFL placed teams in established football markets, such as Houston, Dallas, Seattle and Tampa Bay. Placing teams in larger media markets, even with established fanbases in place for NFL franchises, is wise. However, the new XFL would be wise to tap into some of the markets that were successful with the AAL, most notably Orlando. Perhaps it was due to the presence of Steve Spurrier and the success of the Apollos, but Orlando was second in attendance for the AAF season and has a suitable stadium in place.
Focus on the Trenches
Take your eye off the ball…
In addition to being the title of a fascinating series from Pat Kirwan about how to watch and understand the game of football, this needs to be a point of emphasis for the new league. While the focus is always on the skill position players, one of the problems with the XFL was the lack of cohesion up front among the offensive lines. This lead to breakdowns in protection, and quarterbacks running for their lives.
A focus should be placed on trying to build teams through the trenches. Of course, the NFL is going to be identifying top talent for their own offensive lines, but the league should explore various avenues for identifying potential offensive linemen, and then molding the various units to help the product on the field. To take this suggestion further: Hire Duke Manyweather. The private offensive line coach is one of the best in the business at training offensive linemen, and his yearly clinic OL Masterminds has become a destination event for NFL linemen. Manyweather has a knack at identifying talent at the position and then training players, and his expertise would be a huge boost for the league.
Embrace Development
It has been argued for years that the NFL needs a true developmental league, rather than continuing to rely on the NCAA as a minor league system. Leagues such as the World League, the AAF and the two iterations of the XFL have danced around this fact, but the new XFL would be wise to embrace its place as a league to develop NFL talent.
And not just on the field.
A new league could be a proving ground for every aspect of the NFL, from the front office to coaches, to scouts, to trainers and even officials. Up-and-coming coaches should be given opportunities to show their worth, rather than relying on “names” as the faces of the new teams. The league could be a learning ground for scouts, for position coaches, for officials, for front office members. Structure the league so that the NFL takes an active interest on the talent that is produced at all levels of an organization, and enjoy the benefits that follow.
Master the Marketing Angle
Something that Johnson learned as a professional wrestler that he displays a mastery of to this day is this: Selling yourself as a brand. Anyone that follows Johnson professionally, or just on Instagram, knows how well he has crafted his image and how well it plays with a wide audience. Whether due to his motivational videos on social media, to images of his cheat meals each Sunday night – complete with the peanut butter cookies – or his relentless drive and seemingly endless supply of energy, Johnson’s image is crafted to perfection. So much so that he is often mentioned as a future presidential candidate.
Face it, the man knows how to cut a good promo.
Any new league needs to master the marketing angle. The recent XFL seemed to be on its way towards that, complete with a strong social media presence led by Bailey Cardin. Cardin built the league’s Twitter account into an online force, tapping into the various memes of the moment and other creative avenues to generate buzz on social media.
Social media is one of the best ways to get eyes on your product. The league needs to embrace and promote sharing of clips by fans. If a player makes a great catch along the sideline and someone on Twitter posts a video clip of it, use that as free advertising for your product. Understand how people today consume entertainment – usually with a phone – and tap into that energy.
Weaponize Football Twitter
It might sound silly, but hear me out.
Building off the previous point, the XFL has a tremendous resource that is active, engaged and constantly looking to debate the next big thing: Football Twitter.
Before closing its doors, members of football media – and “Football Twitter” at large – were doing what was just described: Posting clips of plays, debating players and generally arguing up and down the timeline about the games as they unfolded. The new league can use that as a mechanism of getting their product in front of more eyes.
Jim Nagy, the Executive Director of the Senior Bowl, has used Football Twitter as a means of promoting the yearly scouting event. In addition to interacting with members of Football Twitter on a daily basis, Nagy has continued the tradition of allowing smaller media outlets access to the Senior Bowl. Providing media credentials to outlets big or small, and letting unknown football writers have nearly the same access to the prospective NFL players that the four letter networks enjoy.
What does that do? It generates a ton of attention. Sure, Football Twitter is a small microcosm of a potential fanbase, but these are the diehard football fans who are likely going to be your starting audience. Embrace them, give them access to practices and games, and let them market the product for you.
Furthermore, consider making “All-22” available immediately for a minimal subscription fee. Trust me on this one. I would open my wallet in an instant. Having the All-22 available shortly after the games ended would lead to content creators doing videos and writing articles about the schemes seen on the field immediately. Again, letting the media market the product for you.
Cater to Fantasy Players
Something else that has opened the NFL to new audiences is the continued growth of fantasy football. Fantasy football is a way to bring people together around following the league, and it gives casual and even less-than-casual fans a reason to pay attention to the games.
The new XFL would be wise to run fantasy leagues right through the team site, and to hold events such as fantasy drafts around the country, and certainly in each host city. Do not wait for the various sports websites to generate XFL fantasy leagues, do that on your own and have platforms in place for players on the day the league opens for business again. More eyes on your product is always a good thing.
Now obviously, Johnson and Garcia have reached their levels of success because they are smart and know what they are doing. So they probably do not need advice from me, and in all likelihood they probably already have similar ideas in place. But if not, feel free to use these, but I do have a simple ask: If Maui could just name drop me in “Moana 2,” I would appreciate it. After all, both my kids are huge fans too…
