U.S. Army Seeks $6 Million from United Football League Over Failed Sponsorship
- The U.S. Army is seeking a refund from Dwayne 'The Rock' Johnson for an $11 million recruitment deal.
- The deal, which was expected to boost recruitment, ultimately fell short of its goals.
- This situation raises questions about the effectiveness of celebrity involvement in military recruitment.
The U.S. Army is pursuing $6 million in damages from the United Football League (UFL) following a disappointing $11 million sponsorship deal that not only failed to attract new recruits but also resulted in a loss of 38 enlistments. The partnership, which featured prominent league owner Dwayne ‘The Rock’ Johnson, was expected to leverage his substantial social media following to enhance recruitment efforts. However, Johnson only delivered two out of the five promised promotional posts, which the Army valued at $1 million each. Despite concerns regarding the UFL's low viewership, Army leadership, including Gen. Randy George, proceeded with the sponsorship, hoping to capitalize on Johnson's influence. The UFL, formed from a merger of the Extreme Football League and the United States Football League, struggled to achieve viewership levels comparable to the NCAA, which attracts ten times more viewers. The UFL season ran from March to June, but Johnson's engagement with the Army was minimal, with his posts primarily showcasing his visit to the Walter Reed National Military Medical Center. Col. Dave Butler, a spokesman for Gen. George, expressed disappointment over Johnson's limited participation, stating that the Army expected more content creation. Internal documents revealed that the UFL's inexperienced staff contributed to significant communication breakdowns, complicating marketing efforts. This recruitment setback comes amid broader challenges for the Army, which faces high disqualification rates among applicants, primarily due to obesity and drug use.