• Loading stock data...
Monday, July 7, 2025

UFL Had Strong Debut, Developed NFL Talent. Now It Wants to Expand

The spring football league has made it through its debut post-merger season and now has even bigger aspirations in mind. 

Oct 20, 2024; Minneapolis, Minnesota, USA; Detroit Lions place kicker Jake Bates (39) reacts after kicking the game winning field goal late during the fourth quarter against the Minnesota Vikings at U.S. Bank Stadium.
Jeffrey Becker-Imagn Images

Now having reorganized itself, the United Football League is looking at expansion.

The spring football league is planning to bring in additional franchises, building on the eight current ones. The move follows a prior merger of the United States Football League and XFL that led to a debut UFL season in 2024, and more recently, the arrival of several new front-office executives in marketing, content, and communications.

There is not a specific timetable governing the process or a targeted number of franchises to add. But UFL president and CEO Russ Brandon said there will be fewer than eight additional teams, at least at the outset, and something related to expansion may be in place for the 2026 season.

“We are open for business and are very open-minded,” Brandon tells Front Office Sports. “We are taking a very holistic look at the market and everything that needs to be done to stand up a new team.”

The UFL’s debut season earlier this year saw a series of solid results, including viewership that outstripped its predecessors. Like any non-NFL pro league over the past 50 years, establishing a lasting strength in the marketplace is an uphill challenge. But Brandon said the UFL is already meeting that test.

“This is Year 2 coming up for the UFL, but Year 4, consecutively, of spring football, counting our legacy leagues,” Brandon says. “I think we’ve proven our staying power. If you look at all of our engagement, we’re clearly here for the long haul.” 

New Markets, New Brands?

As the UFL looks to expand, big pockets of the country are still open to potentially exploit, given the league’s existing base in Texas and the U.S. Southeast, including California, the Northeast, key Midwest hubs such as Chicago and Minneapolis, and the Pacific Northwest. 

The new teams could also see the arrival of entirely fresh team brands as the eight current UFL teams represent an even split between prior franchise identities from the USFL and XFL. 

The UFL, meanwhile, continues to benefit from its existing working relationship with the NFL as an incubator for that league, which involves testing a variety of innovations related to game rules and technology. Dozens of former UFL players, like Lions kicker Jake Bates, have also signed to NFL rosters

The 2025 UFL season will start on March 28 and conclude on June 14. 

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Liverpool to Pay Diogo Jota’s $20M Contract to His Widow

Jota had two years remaining on his contract.

3,000 Hot Dogs, $20K in Prizes: Behind the Nathan’s Eating Contest

Nathan’s serves up thousands of hot dogs and $20,000 in prize money.
exclusive

WNBA Players Reject League’s First CBA Offer

Players felt the initial proposal wasn’t “entirely responsive” to their request.

Featured Today

American Celebs Want to Be Sports Owners. Soccer Is Where They Start

As U.S. team prices climb, investors set their sights abroad.
July 5, 2025

Baseball’s Celebrity Row: Behind MLB’s First-Pitch Ritual

Often planned, sometimes spontaneous, the ritual throw is baseball’s celebrity row.
July 3, 2025

Geoffrey Esper Can’t Catch a Break at Nathan’s Hot Dog Eating Contest

“Hot dogs is not one of my favorite competitions of the year.”
June 29, 2025

The Battle Over Wimbledon’s Ambitious Expansion Plan

A classic NIMBY standoff on one of the most hallowed grounds in sports.
Jul 2, 2025; Los Angeles, California, USA; Los Angeles Dodgers two-way player Shohei Ohtani (17) heads to the dugout prior to the first inning against the Chicago White Sox at Dodger Stadium.

MLB Changes Are ‘Showing Great Results’: Former CFO

Big stars playing in major markets “make a real difference.”
July 2, 2025

NHL to Rejoin Olympic Ice in Milan—and NBC Set to Cash In

NHL players last competed in the Olympics in 2014.
Michael Johnson
July 3, 2025

Grand Slam Track Still Owes Athletes $13 Million: Source

The new track league hasn’t paid athletes in full yet.
Sponsored

Hottest Matchups Following NFL Schedule Release

The NFL released the 2025 regular-season schedule, and anticipation is already building in the ticket marketplace with four months to go.
Sophie Cunningham
July 2, 2025

WNBA Expansion Decisions Show League Prioritizes North, NBA Ties

One player ripped the league for its geographic choices.
exclusive
July 2, 2025

PGA Tour Slashes FedEx Cup Winner Pay From $25M to $10M

The FedExCup is reworking how it distributes its bonus money.
Red Panda
July 2, 2025

Red Panda Hospitalized After WNBA Halftime Fall

The beloved performer was taken off the court in a wheelchair.
July 1, 2025

WNBA Roster Limits Under Fire After Vanloo’s Valkyries Release

Kaitlyn Chen remains on the Valkyries roster.