UFL Exits Three Markets in Strategic Reshuffle

The United Football League (UFL) is making significant changes as it heads into its third season. The league is set to exit three markets: the Memphis Showboats, Michigan Panthers, and San Antonio Brahmas. This strategic reshuffle comes under the guidance of new investor Mike Repole.

UFL Market Exits

The UFL has confirmed several key changes in its operation, which include moving a team to Columbus. The league plans to announce two additional new markets next week. Potential new locations being considered are:

• Louisville
• Orlando
• Boise

Interestingly, despite prior speculation, the UFL will maintain its presence in Birmingham.

Why the Change?

This restructuring represents a shift away from larger stadiums that are often underfilled. The Michigan Panthers and San Antonio Brahmas were ranked as the third and fourth best in attendance last season. However, their venues, Ford Field and Alamodome, have capacities of over 58,300 and 73,000, respectively.

The Memphis Showboats struggled significantly, finishing last in attendance at Simmons Bank Liberty Stadium, which seats 58,000. The current leadership decided that these large venues do not match the UFL’s vision of enhancing the fan experience through smaller, more intimate settings.

Attendance Challenges

During the league’s second season, following the merger of the XFL and USFL in early 2024, overall attendance declined by 5%. This drop poses challenges, particularly after UFL President Russ Brandon emphasized the importance of “butts in seats” as a crucial business goal.

Repole has observed that the real issue lies not simply in attendance numbers, but rather in the perception of small crowds in large stadiums. “When you have 14,000 fans in an arena that fits 60,000, it looks empty,” he explained. In contrast, having the same crowd in a 15,000-seat venue creates a vibrant atmosphere.

Upcoming Changes

Historic Crew Stadium in Columbus will serve as a comparable venue, similar in size to Audi Field, which comfortably accommodates 20,000 fans. This move reflects the UFL’s commitment to delivering a better game-day experience and addressing the current challenges of fan engagement and attendance.