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In almost every measurable way, the 2009 UFL season has been a complete failure; very low attendance, weak TV numbers, and virtually no attention from the media. However the UFL is a lot stronger league than we give it credit for. On top of that the premier season of this league came together at the last minute, and they may be using this season to beta test their new league.
Let us start with the good news; the advertising partners of this league are extremely happy. This league has been able to find and secure many big time ad partners, and is using a lot of those relationships to keep their costs down.
This league has relationships with Wilson, who supplies them their footballs as part of the agreement. It also has a partnership with Game Wear who is supplying the UFL with its uniforms and a lot of their merchandise. They also have a relationship with Riddell, who is also supplying them with gear.
Despite drawing pretty poorly, the people who actually go are having a great time. For those of us who have watched the UFL on TV, or via the internet we have witnessed small crowds that are very loud and vocal. We have also seen small crowds decked out in UFL gear. This seems to indicate that those who chose to follow the UFL are following it with ferocity.
While the league signed a deal with AOL’s Fanhouse.com to be their exclusive partner for digital media, it seems that we are seeing a new football league being raised on viral marketing. There are several UFL websites, and even one dedicated to theFlorida Tuskers.
The powers that be within the UFL are building a league their way, and so far they are not allowing outsiders to speak to them about their success of perceived failure. The truth about this is the UFL offers its advertising partners tremendous value, something that cannot be found in the NFL.
With a prominent placing on the league’s website, the digital display boards that encircle nearly every UFL football field, and prominent ads on all league TV broadcasts, advertisers of this league are getting a tremendous return on their investment.
In the end this league will reach year two, which is something the XFL with the backing of NBC and Vince McMahon cannot claim. On top of that this league has spent nearly no money on marketing, the fact that anyone shows up for a game almost everyone knows nothing about is truly amazing in of itself.
More on the Business of the UFL
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