Serial entrepreneur Mike Repole has made an investment in the United Football League, as announced today by the league. He is now part of an ownership group that includes RedBird Capital Partners, Fox, ESPN, Dwayne Johnson, and Dany Garcia.
The financial details of the investment were not disclosed; however, Repole, who is contributing through his private equity firm Impact Capital, shared insights into his stake. “It’s a very healthy stake among all the big shareholders, probably top-three stake, maybe even top two,” Repole remarked in a video interview.
The UFL was formed through the merger of the spring football leagues XFL and USFL, concluding its second season in June. Discussions regarding team relocations for the 2026 season are ongoing, with Repole indicating that between two to four teams are expected to move.
At this stage, it has been confirmed that one team will be in Columbus, which will play at Historic Crew Stadium, the former home of MLS’ Columbus Crew. The specifics regarding the club relocating to Columbus are still to be decided, with Repole considering Columbus a promising “up-and-coming market.”
He mentioned that the league aims to collaborate with other MLS franchise owners and their stadiums. “I think that we complement MLS very well,” Repole noted. “When you have 15,000 fans in a stadium that holds 60,000, it looks empty.”
According to him, a significant factor in the previous failures of spring football was the absence of modern venues capable of accommodating 20,000 to 30,000 spectators, akin to stadiums built by MLS teams.
Repole is set to oversee the league’s business operations. While he praises the on-field product and broadcast quality, he does not shy away from critiquing the league’s performance in various markets over the past two years. “I don’t think the league did a good job working inside those markets,” he said, referencing issues with marketing, sponsorships, sales, and merchandise.
St. Louis averaged about 30,000 fans per game this season, whereas other clubs struggled, with many averaging below 15,000, and four even under 10,000. He is optimistic about improving these figures. “That’s what Mike Repole and his team does,” he stated. “We build brands. It’s city by city, venue by venue, team by team, fan by fan.”
Repole indicates the 2026 USFL season will maintain eight teams, but he anticipates growth to 10 by 2028 and 16 by 2032. “I would consider that a failure on my part,” he said, if the league does not expand to 16 by then.
Fall football is ever-present; the NFL and college football dominate viewer engagement and television revenue, leading other sports leagues to rearrange their schedules to avoid competition with this giant. Historically, however, spring football leagues have consistently struggled, with one failure after another.
“I like challenges, as you’ve seen through my career,” Repole commented.
Originally from Queens, New York, Repole has crafted a successful career establishing challenger brands. He co-founded Energy Brands, known for Smartwater and Vitaminwater, pioneering the enhanced-water beverage segment. The company, colloquially known as Glaceau, was sold to Coca-Cola for $4.1 billion in 2007. He later launched BodyArmor, a sports drink aiming to compete with Gatorade, which Coca-Cola acquired in a two-part deal that valued the company at $8 billion when it obtained control in 2021.
Repole’s current venture includes the athletic footwear and apparel company Nobull, which competes against giants like Nike and Adidas. Last year, Nobull merged with Tom Brady’s wellness brand TB12 and apparel venture Brady Brand.
Repole highlights the existing UFL owners as a significant incentive for his investment, each bringing distinct expertise ranging from franchise operations (RedBird) to broadcasting power (ESPN and Fox) to global celebrity status (Johnson, better known as “The Rock”).
Image Source: No Bull @ YouTube
