The U.S. military's ambitious marketing partnership with the newly launched United Football League (UFL) has hit a major snag.
Not a Single New Recruit
According to Tag24 the deal, which involved a significant $11 million investment and featured Hollywood star Dwayne "The Rock" Johnson, aimed to attract new recruits through high-profile advertising. However, the initiative has not only failed to meet its goals but has also led to a financial fallout.
The UFL, which began its inaugural season on March 30 as a spring counterpart to the NFL, has struggled to capture widespread attention. This lackluster performance has negatively impacted the military’s advertising strategy.
According to Military.com, citing Army documents, the U.S. Army's logo placement on UFL team uniforms did not result in a single new recruit. In fact, the costly venture is projected to have caused a "loss of 38 recruits."
Demanding Refund
The situation is further complicated by the fact that Johnson's engagement with the campaign fell short of expectations. The Rock's contributions included only two posts related to the promotion, which were deemed insufficient. Consequently, the U.S. Army is now demanding a refund of $6 million from Johnson.
The exact breakdown of this sum remains unclear, as military representatives value a single social media post by Johnson at around $1 million. Lara DiFrancisco, a spokesperson for the Army, stated, "We are currently working with the UFL to determine the final costs." Despite the financial dispute, the Army is not yet ready to completely sever ties with the UFL and Johnson.
