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New professional sports leagues, like any business, are bound to lose money in their first year. For the UFL, the case is no different. But, usually new leagues shoot for a little less than what the UFL lost, according to Daniel Kaplan of SportsBusiness Journal, a figure of $30 million.
Mike Florio of ProFootballTalk.com did the math: $2.3 million lost per game in only 13 games. As Florio says, the NFL would lose $763 million per season.
Why the overwhelming losses? Well, as most new leagues do, the UFL over estimated projected attendance. The average attendance for a UFL game was under 10,000 per game. The league had expected 20,000.
UFL COO Frank Vuono told the SportsBusiness Journal that he “never bought into 20,000 a game.”
Commissioner Michael Huyghue said the league was “prepared” for the lack of attendance and said the UFL plans on having better marketing, higher attendance, more corporate sponsors and improved TV ratings.
Yeah, and I want Santa to bring me a yacht filled with Canadian currency too, but it’s probably not going to happen. We’re not often cynical here at The Biz of Football, but it’s difficult to see how a league that no one seems to want is going to make a $30 million swing.
Huyghue is right about the need for better marketing. First, the UFL’s Web site looks like it was created by an 8th grader. And, if you Google “UFL,” you get the University of Florida. That’s not helpful. Also, how about a set schedule? Games were played on Oct. 8, 10, 14, 17, 22, 29, 30. How could anyone know when to watch? Every Sunday is pretty easy to remember.
The UFL’s pastel color scheme needs to go. I have to quote Florio on this one, he said: “Here’s some free advice from PFT on how to improve the sport: dump the uniforms, start over. But, before doing so, take a poll of all UFL employees as to whether they like the current uniforms. And fire anyone who says ‘yes.’”
OK, so things aren’t quite as bad as the World Football League or the XFL yet. The UFL has a two-year TV deal with Versus that, at this point, is their life support. But, next year the deal ends and probably so does the league. I understand the thinking behind shooting for big markets like New York City and Las Vegas, but if the UFL wanted to make any money, they would consider starting teams in smaller markets and hope they are embraced locally. On the other hand, I guess the Shreveport Steamer or Birmingham Vulcans of the WFL didn’t work out either.
Either way, good luck UFL.
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Matthew Coller is a staff member of the Business of Sports Network, and is a freelance writer. He can be followed on Twitter
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