The U.S. Army’s recent $11 million marketing deal with the United Football League (UFL) and Dwayne “The Rock” Johnson has raised significant concerns within the military branch. The high-profile agreement, aimed at boosting Army recruitment, appears to have backfired, according to internal documents and emails reviewed by Military.com. This failed initiative has sparked discussions about potentially recovering some of the funds.
The deal, established earlier this year, aligned the Army with the UFL, a minor league alternative to the NFL. The UFL had its inaugural season from March to June, which fell short of expectations. Johnson, a global superstar and owner of the league, was expected to serve as a brand ambassador for the Army, leveraging his massive social media following. However, he did not fulfill his contractual obligation to post a specified number of Army-related messages on his social media platforms.
Amid a historic recruiting crisis, the Army has been grappling with modern marketing trends, still investing heavily in traditional TV ads and sports marketing deals, despite Gen Z’s shift away from these media forms. The Army’s planners initially warned against the partnership with the UFL, citing high costs and low viewership. An internal review revealed the deal’s impact: a projected loss of 38 enlistments. This has led Army officials to question the efficacy of their marketing strategies, especially given the shift in media consumption habits among young Americans.
The UFL deal included extensive Army branding during games, with logos prominently displayed on players’ uniforms. The centerpiece of the agreement was Johnson, whose cross-demographic appeal was expected to enhance the Army’s brand. The Army had valued each of Johnson’s social media posts at $1 million, anticipating five posts. However, Johnson only made two, significantly reducing the deal’s anticipated impact.
Due to the unmet expectations, the Army seeks to recover $6 million from the UFL, though the exact rationale for this amount remains unclear. Army spokesperson Laura DeFrancisco mentioned ongoing discussions with the UFL to finalize costs, noting that some reviewed materials might be out of context but declined further specifics.
The UFL and Johnson’s representatives have not commented on the situation. Internally, Army staff expressed concerns over the UFL’s inexperience and communication issues during the deal’s planning phase, contributing to the project’s overall difficulties.
Comparisons have been drawn to the National Guard’s $88 million NASCAR sponsorship, which also failed to deliver the desired recruitment results. The UFL partnership was ultimately greenlit by Gen. Randy George, the Army Chief of Staff, despite internal warnings.
Johnson’s last Army-related post was in April, featuring photos with generals and clips from a visit to Walter Reed National Military Medical Center. Col. Dave Butler, spokesperson for George, expressed disappointment over Johnson’s limited engagement but maintained that efforts to rebalance the contract with the UFL are ongoing.
What a mess.
