XFL: Is Dwayne "The Rock" Johnson the Missing Piece?

Dwayne “The Rock” Johnson and the XFL seem like a match made in heaven. When the initial league formed back in 2001, one of the biggest downfalls of the league was lack of fan exposure. There was all hype but after that, the league quickly fizzled out and seemed nothing more than a gimmick. The second iteration was a bit more fun and focused and actually seemed like it had steam until the pandemic hit.

Now that Johnson and his affiliates have stepped in to purchase the now twice defunct league, it may finally get the boost it needs. Luckily for him and the fans, celebrity-owned sports leagues like the Big 3, owned by Ice Cube have shown they can survive. Fan interest should not be an issue going forward as there aren’t too many people fans of The Rock.

So what does he need to do to turn the league around?

Engage Fans

This seems almost a no brainer but it hasn’t happened yet for the XFL. Other than the gimmicky names on the back of jerseys, the XFL’s first season was forgettable. Yes, it might have been a high impact style of play, but it came off as a local semi-pro league your buddies had to talk you into playing in. Nothing pulled spectators into the stands, and the ones that were there were probably just friends/family of the players involved.

The XFL needs more fan events other than just game day meet and greets. The NFL does so well this far along because they can create memorable moments outside the game. So much fan opinion comes from the likability of their favorite player based on these chance meetings. Comic-cons are great ways for celebrities to interact with their fans. Maybe the league would benefit from a similar annual event.

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Social Media

The XFL 2.0 was all over Instagram and Twitter trying to fit into the mold of a younger audience and newer trends. But making memes and stoking rivalries in its first season seemed forced and a bit out of touch.

While it may sound too Gen-Z for the older crowd, social media is a great way to bring in fans to the overall experience. One of the longest standing fan interactions is the celebration. The Lambeau Leap is one of the oldest examples of it, and creating that memorable moment should be recreated.

Instead of running over and shoving a camera in a player’s face after every play, good or bad, try to work on chances to create these celebratory interactions and capture them for the team’s social media. Give them the spot to celebrate, sign some things, and allow fans to have the moment that they’ll talk about forever.

Grow An Audience

The XFL needs to take a page out of the NFL’s book and create a Hard Knocks type show. The NFL is lightyear’s ahead as far as fan popularity, but the behind-the-scenes look at training camps only draws fans closer to their favorite players. Getting a sense of what guys are like off the field as well as on brings a sense of relatability to these athletes.

Most of the players who were in the XFL were looking for a second chance at a football career, which means they flew under the radar. Most fans will know very little about their past so getting them to invest in their future will be a challenge without exposure.

Dwayne Johnson is one of the most larger than life celebrities out there. Everything he touches seems to turn to gold. His rise to fame came off the back of a humble man who put in the handwork and didn’t shy away from his vulnerable side. From the WWE to movies like the Tooth Fairy and the blockbusters today, his uncanny devotion to the fan experience has built a brand that cannot fail. If he puts half the work into the XFL as he has every other aspect of his life, it won’t be long until he’s got a successful football league.