UFL focusing on growth in local markets, innovation via technology in Year 2

Daryl Johnston, the head of football operations for the UFL, says the priority for the growing league is simple.

Get more fans in the stands.

"We’re still trying to find that sweet spot," Johnston told FOX Sports. "Our markets are very different. We’ve got to get in there and start to build those relationships and find those key members of the community to align with. 

"We’ve got to understand what is important in each one of our home markets. We’re better going into season two, but we’ve got a long way to go." 

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The St. Louis Battlehawks led the league in attendance by averaging an impressive 34,000 fans a game last season, but the league overall averaged just 13,512 fans per game in its inaugural season, which fell below the 14,703 fans the legacy XFL averaged per game in 2023. Even the dynastic Birmingham Stallions averaged just over 10,000 fans a contest during the 2024 regular season.

Along with taking a patient, measured approach to building fan attendance and working toward incremental growth, Johnston said the league will focus on innovation through technology and building a better product on the field by acquiring more talented players and improved coaching. 

Here's more on the UFL's plans:

Part of the challenge in growing fan interest has been the use of the HUB model to curb costs, with all eight teams training during the week in Arlington, Texas and then traveling to their home markets to play games on the weekends.

"We’re coming into our home markets five times a year," Johnston said. "How do we continue to build that brand recognition when we’re in town? And how do we incorporate that into the offseason when we’re