Health & Fitness
Mike Repole joins UFL: Why entrepreneur is investing in spring football league
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Published in Stocks and Investing on Thursday, July 31st 2025 at 11:51 GMT by USA TODAY🞛 This publication is a summary or evaluation of another publication 🞛 This publication contains editorial commentary or bias from the source
The UFL is bringing in a new investor, Mike Repole, as it prepares for its third season. Here's what to know about the entrepreneur.
Billionaire Entrepreneur Mike Repole Joins UFL as Major Investor, Eyes Expansion and Innovation in Spring Football
In a move that could reshape the landscape of alternative professional football, billionaire entrepreneur Mike Repole has officially become a significant investor in the United Football League (UFL). The announcement, made on Wednesday, positions Repole, known for his successful ventures in the beverage industry and horse racing, as a key stakeholder in the burgeoning spring football league. This investment comes at a pivotal time for the UFL, which is seeking to solidify its place in the American sports ecosystem amid growing interest in non-NFL football options.
Repole, the founder of BodyArmor sports drink, which he sold to Coca-Cola in a deal valued at over $5 billion, brings a wealth of business acumen and a passion for sports to the UFL. His entry into the league is seen as a vote of confidence in the UFL's model, which merges high-energy gameplay with innovative broadcasting and fan engagement strategies. "I've always been drawn to underdogs and opportunities to build something special," Repole said in a statement. "The UFL represents the future of football outside the NFL monopoly. It's raw, it's exciting, and it's accessible. I'm all in on making this the premier spring league that fans crave."
The UFL, formed from the merger of the United States Football League (USFL) and the XFL in late 2023, kicked off its inaugural season in 2024 with eight teams spread across various markets. The league has garnered attention for its fast-paced rules, including unique elements like the "shootout" overtime format and enhanced player safety protocols. Despite facing challenges such as competition for talent with the NFL and varying attendance figures, the UFL has shown promise, with average viewership on networks like Fox and ESPN hovering in the millions per game. Repole's investment is expected to inject fresh capital, potentially funding team expansions, marketing campaigns, and technological upgrades to enhance the fan experience.
Sources close to the deal indicate that Repole's stake is substantial, though exact figures have not been disclosed. Insiders suggest it's in the tens of millions, aligning with his history of bold investments. Repole isn't new to sports ownership; he's a prominent figure in thoroughbred horse racing, owning stakes in multiple Kentucky Derby contenders and co-founding Repole Stable. His foray into football marks a new chapter, blending his entrepreneurial spirit with his lifelong love for the game. Growing up in Queens, New York, Repole was a die-hard Jets fan and played football in high school, experiences that he says fueled his desire to contribute to the sport.
League officials are enthusiastic about the partnership. UFL Commissioner Daryl Johnston, a former NFL fullback and Fox analyst, praised Repole's vision. "Mike brings not just financial resources but a fresh perspective on branding and fan interaction," Johnston noted. "We've seen what he's done with BodyArmor—turning it into a household name against giants like Gatorade. That's the kind of energy we need to elevate the UFL." The league has already benefited from high-profile backers, including Dwayne "The Rock" Johnson and Dany Garcia, who were instrumental in the XFL's revival before the merger. Repole's addition strengthens this investor group, potentially opening doors to celebrity endorsements and cross-promotional opportunities.
One of the key areas where Repole plans to make an impact is in expanding the UFL's footprint. Currently, teams are based in cities like Birmingham, Houston, Memphis, Michigan, San Antonio, St. Louis, Arlington, and Washington, D.C. Repole has expressed interest in adding franchises in underserved markets, such as the Northeast or West Coast, to broaden the league's appeal. "Why not bring pro football to places that don't have it year-round?" he questioned. "Imagine a team in New York or Los Angeles playing in the spring— it could create rivalries and build a national following." This expansion talk aligns with the UFL's goal of growing to 12 teams by 2026, a plan that could be accelerated with Repole's involvement.
Beyond geography, Repole is keen on innovation. Drawing from his success in the consumer goods sector, he envisions integrating advanced analytics, virtual reality experiences for fans, and even branded merchandise lines tied to UFL teams. "Football isn't just about the game on the field; it's about the community and the culture around it," Repole explained. He pointed to the potential for partnerships with his existing brands, like hinting at BodyArmor sponsorships for UFL events, which could provide players with premium hydration products and boost visibility. Additionally, Repole has a track record of philanthropy, often supporting youth sports programs, and he intends to leverage his UFL role to promote grassroots football development, particularly in urban areas.
The timing of this investment is noteworthy, as the UFL navigates a post-merger phase filled with both opportunities and hurdles. The league has secured broadcasting deals that ensure games are aired on major networks, but it faces stiff competition from the NFL's offseason activities, college football, and other sports. Critics have questioned the sustainability of spring leagues, citing the failures of predecessors like the Alliance of American Football (AAF) and earlier XFL iterations. However, proponents argue that the UFL's structure— with a focus on cost control, player development pipelines to the NFL, and fan-friendly rules— sets it apart. Repole dismisses the skeptics, drawing parallels to his own business journey. "When I started BodyArmor, people said it was impossible to compete with the big guys. Look where we are now. The UFL has that same potential— it's about persistence and smart strategy."
Player reactions to Repole's involvement have been positive. Several UFL athletes, many of whom are NFL veterans or aspiring pros, see this as a sign of stability. "Having someone like Mike on board means we're not just surviving; we're thriving," said one anonymous player. The league has positioned itself as a developmental hub, with rules allowing for more creative play-calling and opportunities for undrafted talents. Repole's investment could lead to improved salaries, better facilities, and enhanced training programs, making the UFL more attractive to top free agents.
Looking ahead, Repole's role may extend beyond finances. There's speculation he could take on an advisory position, influencing decisions on league operations and marketing. His charismatic personality, often on display in media appearances and social media, could help humanize the UFL and attract younger demographics. In an era where sports leagues are increasingly intertwined with entertainment and digital media, Repole's expertise in building viral brands could be invaluable. For instance, he might push for more interactive content, like behind-the-scenes documentaries or fan-voted rule changes, to keep engagement high between seasons.
This investment also reflects broader trends in sports ownership, where entrepreneurs from outside traditional sports circles are diving in. Figures like Elon Musk in tech or Mark Cuban in basketball have shown how diverse backgrounds can innovate. Repole fits this mold perfectly— a self-made billionaire who bootstrapped his way from a modest upbringing to the pinnacle of business success. His story resonates with the UFL's ethos of opportunity and grit.
As the UFL prepares for its 2025 season, set to begin in March, all eyes will be on how Repole's influence unfolds. Will it lead to sold-out stadiums, blockbuster TV ratings, and perhaps even international interest? Only time will tell, but one thing is clear: Mike Repole is betting big on spring football, and his track record suggests it's a wager worth watching. With his energy and resources, the UFL might just become the disruptive force in American sports that many have long anticipated.
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