• Loading stock data...
Friday, July 25, 2025
Tuned In returns to NYC on September 16. Hear from the biggest names in sports media. Click here to get your spot

Sources: Fox Sports Interested In TV Deal With “The Rock’s” XFL 3.0

  • Since divesting entertainment assets, Fox wants live sports and news.
  • But Fox won’t pay rights fees for XFL reboot, predicts Patrick Crakes.

The bankrupt XFL was sold for pennies on the dollar. But the star power of new owners Dwayne “The Rock” Johnson, Dany Garcia and RedBird Capital Partners already has some sports networks interested in televising the league.  

Johnson’s investor group agreed to buy the XFL for $15 million. As with the previous XFL, Fox Sports is interested in a possible TV rights deal, sources said.   

Both Fox and Disney’s ABC/ESPN televised WWE Chairman Vince McMahon’s second iteration of the XFL this year before COVID-19 halted its inaugural season and forced a Chapter 11 bankruptcy filing in mid-April.

Since selling most of its entertainment assets to Disney for $71 billion in 2019, the new Fox Corp. has remade itself into a leaner corporate outfit that’s focused on live sporting events and news.

Under this strategy, Fox wants all the pro football it can get. Since signing a five-year deal to televise “Thursday Night Football” in 2018, Fox has been the only NFL TV partner with two game packages.

Fox also controls the late Sunday afternoon NFC game window, which annually ranks as the most-watched TV show in the country.

“Is Fox interested? Sure they’re always interested in (football),” said Patrick Crakes, the ex-Fox Sports executive turned media consultant. “But it won’t be the same kind of deal the Vince McMahon-backed XFL got.”

Even when XFL went belly-up, Fox left the door open for a possible return.

“The XFL has been a valued partner for Fox Sports, and we look forward to working with the league office and its teams again once they return,” the network said earlier this year.

Fox declined to comment for this story.

ESPN took the opposite approach, according to The Athletic

ESPN informed the bankruptcy court it wanted out of its XFL TV contract — especially since McMahon, the billionaire chairman of WWE, would no longer be an owner

“Without knowing the identity and business plan of the proposed successful bidder, ESPN objects and does not consent to the potential assumption and assignment of the telecast agreement,” the network wrote in court filings prior to Johnson, Garcia and RedBird Capital placing a bid. ESPN declined to comment.

But star power still sells. ESPN loves celebrities, noted Crakes, given its pursuit of Peyton Manning and Tony Romo and long record of hiring famous coaches as TV analysts, from Jon Gruden and Urban Meyer to Bob Knight and Bill Parcells.

Johnson, the 48-year old ex-WWE wrestler turned Hollywood movie star, producer and business tycoon, boasts a staggering 292 million social media followers across Instagram, Twitter, Facebook and TikTok.

Star Power Alone Doesn’t Ensure Latest XFL Will Succeed

Despite its big-name buyer, XFL 3.0 will have a lot to overcome…
August 7, 2020

His stardom, and background as a former football player himself, would help market a possible third iteration of the XFL brand. During the XFL’s original launch in 2001, he cut a memorable promo at mid-field, insulting NFL “suits” and “candy-asses.” 

“Look, ‘The Rock’ is one of the most famous people on the planet,” one source said. “He could be invaluable when it comes to pitching, marketing and selling this thing to sponsors.”

There could also be a longshot contender down the road: DAZN. 

The global sports streaming service has been struggling with its financing and has had to furlough workers.

But before the pandemic wreaked financial havoc, DAZN was rumored to be in the mix for more global NFL game rights. DAZN could see XFL as a cheaper, less risky way into pro football.

“Maybe. But there’s still lots of unknowns,” said a source. DAZN declined to comment.

If Johnson and his ownership group think they’re in line for a lucrative rights deal, they’re in for a rude awakening, warned Crakes. Nor would he expect networks to lay out much in production costs.

Instead of getting a rights fee, XFL 3.0 is more likely to be offered a so-called “time buy” partnership, in which the league pays its network partner to televise its games, then pockets some or all of the advertising revenue. This kind of arrangement reduces the risk for sports TV networks. If a shaky 50/50 league takes off, they reap the financial upside. If it flops, they mitigate their losses.  

Even after two years of planning, the previous XFL didn’t get rights fees from Fox and ESPN. But the networks did pay for production costs which could run from $350,000 to $450,000 per game. The two networks also controlled the streaming rights.

“Getting a (TV) rights fee is very hard to do. That tells the network to take a risk on cash-out,” Crakes said. “For the past eight years, if a network is going to lay cash out for a property, they typically need that property to show some kind of value to the channel and the pay TV bundle of distributors.”

Before the pandemic, the eight-team XFL and Fox and ESPN drew positive reviews, as the XFL experimented with on-screen betting lines, faster games and roaming sideline reporters. 

But this year’s rebooted XFL lasted only five regular season games before it became one of the first victims of the coronavirus pandemic in sports. 

After suspending operations and laying off almost all employees, it sought bankruptcy protection, with assets and liabilities between $10 million and $50 million. Former XFL Commissioner Oliver Luck is suing McMahon for wrongful termination in federal court.

The XFL has come and gone twice in less than 20 years. A third version would have to overcome the “stigma of failure” that clings to the brand, warned one former league employee.

If another XFL wants TV distribution from major networks like Fox or ESPN, The Rock & Co. will have to convince networks that they are willing to make a multi-year, multi-million commitment to recruiting and signing players and building franchises.

Ultimately, any future XFL will live or die on the same crucible as the prior two versions: quality of play.

McMahon learned his lesson for XFL 2.0. This year’s XFL focused on the legitimacy of game play rather than the pro wrestling bombast and leering cheerleader coverage from 2001.

“The networks would have to be convinced that the quality of play, and those responsible for it, would be equal to or better than what they saw this season,” said the former employee.

Crakes agreed.

“I just don’t believe that during Week 8, people will turn to each other and say, ‘Hey, The Rock owns a football league, we need to watch this,’” Crakes said. “It’s good that he does. It’s helpful. But it’s not going to be a reason to watch in Week 9.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

‘ACC Huddle’ Joins College Football’s TV Road-Show Race

This season, “ACC Huddle” will broadcast from the conference’s weekly marquee game.
Matt Corral

UFL Relocating Four Ex-USFL Teams to New Cities: Reports

The league called reports of moving half its franchises “unauthorized speculation.”
Ryan Field Construction
exclusive

First Look Inside Northwestern’s $862 Million New Ryan Field

Five big things FOS learned on our exclusive stadium tour.

Featured Today

Jul 21, 2024; Ayrshire, SCT; Xander Schauffele celebrates with Claret Jug after winning the Open Championship golf tournament at Royal Troon.

The Boozy History and Traditions of The Open’s Claret Jug

The Open awards the world’s most famous wine decanter.
2025 PDC World Darts Championship Final - Luke Littler vs Michael Van Gerwen
July 16, 2025

A Teen Darts Prodigy Is Becoming Bigger Than the Game Itself

Luke ‘The Nuke’ Littler is cashing in on his devastatingly accurate shot.
May 31, 2025; Philadelphia, PA, USA; Sydney McLaughin-Levrone (USA) reacts before the women's 100m hurdles during the Grand Slam Track Philadelphia at Franklin Field
exclusive
July 13, 2025

Track’s New Money Is Running Into Old Problems

The sport’s big-money era has hit some speed bumps in 2025.
Bobbleheads are seen at Vintage Indy Sports, Tuesday, April 29, 2025 in Speedway. The local sports memorabilia store opened recently.
July 12, 2025

Baseball’s Bobbleheads Are the Center of the Collectibles Universe

Baseball’s most important keepsake drives long lines—and big business.

CBS Sports to Get New Owner As Skydance Merger Clears FCC Hurdle

The long-awaited, but highly debated, merger gains regulatory approval.
A Peacock sideline reporter holds a microphone with the NBC Peacock logo during Michigan State's football game against Washington on Saturday, Sept. 16, 2023, at Spartan Stadium in East Lansing.
July 24, 2025

‘Unusual’: NBCU’s Surprise Interest in a New Cable Sports Network

Its previous channel NBCSN was shuttered less than four years ago.
Dec 7, 2024; New York, New York, USA; A general view of Times Square during the MLS Cup Times Square Watch Party prior to the game between the LA Galaxy and the New York Red Bulls.
July 24, 2025

MLS Reveals Apple TV Streaming Numbers, Raising Questions

The league gives a rare glimpse inside the high-profile streaming pact.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
Jul 20, 2025; Portrush, IRL; Scottie Scheffler celebrates with the Claret Jug after winning the 153rd Open Championship golf tournament at Royal Portrush.
July 22, 2025

Scheffler Pushes The Open to Largest Audience Since 2022 at St Andrews

McIlroy’s Masters victory in April remains the highest-rated major of 2025.
WNBA
July 22, 2025

WNBA All-Star Ratings Dip From Clark High, Still 52% Over Old Record

Caitlin Clark did not play due to a groin injury.
Oct 7, 2024; Kansas City, Missouri, USA; A general view of the ESPN Monday night Football logo during the first half of the game between the Kansas City Chiefs and New Orleans Saints at GEHA Field at Arrowhead Stadium.
July 21, 2025

NFL Owners Told to Prep for Potential Disney Media Deal Vote

A sale of NFL media assets could finally happen after four years.
July 17, 2025

Netflix Beats Projections Again—and Plots Big Holiday Sports Slate

The streaming giant again beats analyst projections in every respect.