New Identity, New Logo: Renewed XFL Rocks On En Route To 2023 Launch

By Barry Janoff

April 6, 2022: As it prepares for its planned re-rebooted kickoff in February 2023, the XFL today unveiled what executives called "an innovative brand identity that aligns with its new vision, values and purpose.”

XFL 2023 is being driven under the auspices of Dany Garcia, XFL co-owner and chairwoman; Dwayne “The Rock” Johnson and RedBird Capital Partners, led by founder and managing partner Gerry Cardinale.

Among the reveals today is a new logo, four “core brand pillars to guide the league in its mission” and a high-energy intro spot, “A New Identity For XFL’s New Direction,” presenting an overview of the XFL’s strategy over the next year.

According to Johnson in the new spot, “This is tomorrow’s league. Where passion meets a field of possibility.”

A redesigned XFL Web site offers, “Every day has its Day One.”

“Here's the bottom line of what our new XFL logo stands for,” Johnson said via the league. “The X represents the intersection of dreams and opportunity.

“So, to our hungry XFL players, coaches and fans — you bring the dreams, and we'll bring the opportunity."

R/GA, a global brand design and marketing company, has officially been named agency of record.

The XFL said R/GA started working with the XFL in 2021 to “support the league's marketing efforts, including brand identity, design innovation and campaign activation.”

"We are proud to unveil the new identity of the XFL — a strong, dynamic and modern look that embodies our vision of pushing football forward and unleashing the dreams that football makes possible," Garcia said via the XFL.

“This is a significant milestone for us, and one that encapsulates the teamwork that has gone into building this league from the ground up with our experienced leadership team, led by (XFL president) Russ Brandon.”

According to Cardinale via the XFL, "Since acquiring the league in 2020 with Dany and Dwayne, we have envisioned the XFL as a platform of opportunity that converges the worlds of sports and entertainment.

“We are building the XFL so that we can bring new possibilities to the future of football.

“This will give our players new opportunities for turning pro, our partners new platforms to expand and enhance their brands, and our fans opportunities to engage with the sport of football and our players in new and innovative ways."

Garcia said that, “As we continue to march towards our 2023 kickoff, we will invite our fans, partners and athletes to co-create with us. We are putting in the work today to define football's future; Together, we are building tomorrow's league."

In February, the XFL unveiled that it would collaborate with the NFL on “select innovation programs to further expand the game of football and create increased opportunities for player development both on and off the field. Key areas of focus include health and safety, international football development and officiating and rules innovation.”

As part the new direction unveiled today, the XFL shared its “four core brand pillars to guide the league in its mission to building tomorrow's league”:

• Co-Creation: Build a league of culture — a place where players, fans, partners, employees and communities interact with each other to build a dynamic future of football.

• Inclusivity: Embrace being at intersection of opportunities, connecting players to fans and changing the way everyone experiences and engages with the game

• Accessibility: Create a new standard for accessibility by experimenting with different forms of interactivity to connect the fans and players in a way unlike ever done before, creating a deeply immersed and personal fanbase.

• Innovation: Leverage innovation to unlock new opportunities to win together.

The original version of the XFL, led by WWE founder and chairman Vince McMahon, played one season in 2001 before disbanding,

In February 2020, one week after the NFL's Super Bowl LIV, a reimagined XFL played its first game, also under McMahon.

The next month, citing the COVID-19 pandemic, finances and other issues, the league shut down.

Weeks later, XFL ownership filed a Chapter 11 bankruptcy motion in Delaware just days after shuttering operations and releasing its employees.

In August 2020, Garcia, Johnson and RedBird Capital Partners acquired substantially all of the assets of Alpha Entertainment LLC, the parent company of the XFL, for $15 million, according to industry analysts.

"For us, this is more than just a new pro football logo; this is a new era of the XFL,” Johnson said via the league.

“We have a passion and vision to push the boundaries of sport and entertainment, to grow the game of football — and most importantly — unlock the dreams of all the talented and hungry football players out there.”

A reborn and reimagined USFL is scheduled to begin April 16.

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Rock And A Hard Place: Dwayne Johnson Part Of New XFL Ownership

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