UFL points to rating gains despite attendance dip in 2026 season

The United Football League (UFL) wrapped up its 2026 season pointing to higher TV audiences but acknowledging lingering operational issues, co-owner Mike Repole said. Repole cited regular-season ratings increases of 8% on Disney networks and 5% on Fox Sports compared with 2025. He also said leaguewide attendance dipped slightly, and the league is now reviewing its eight markets while considering expansion in 2027 and 2028.

Repole’s comments came as the league approached its championship game, the United Bowl, which was scheduled for Saturday between the D.C. Defenders and the Louisville Kings. He said the UFL is weighing what worked and what did not as it looks to build on early signs of growth in viewership.

One of the season’s most visible problems came during the 2026 playoffs, when the Orlando Storm earned a home semifinal but could not use Inter&Co Stadium because it was booked. League officials initially moved the game to a neutral site in Columbus, Ohio, nearly 1,000 miles away, before later securing Daytona Stadium about 50 miles from Orlando six days before kickoff.

Orlando relocation exposed both risks and local interest

The Storm ultimately played at Daytona Stadium in front of 6,317 fans, losing 28-22 to the D.C. Defenders. Repole said the backlash to the initial relocation surprised him and suggested the league has made deeper inroads in local markets than it had assumed.

Repole also pointed to other challenges the league faced during the season. Some coaches raised concerns about limited control over roster decisions, and merchandise stores were thinly stocked early in the year, he said.

Market review and expansion options for 2027–2028

Looking ahead, Repole said there was an 80% chance the UFL would retain all eight existing markets for the 2027 season following a post-season evaluation. He added that the league had already announced plans to expand to Oklahoma City in 2028.

Repole also listed additional potential expansion targets, including New England, Austin, Raleigh, Queens, New Mexico, Greenville or Charleston, Utah and Boise. He said the league’s approach has been to match teams to markets and venue sizes that fit realistic attendance levels.

Attendance remains a focal point in at least one established market. Repole acknowledged that the Birmingham Stallions’ attendance fell 16% from 2025 to 2026, a drop that drew online debate among fans during the season.

After the United Bowl, the league is expected to begin its market-by-market assessment, with Repole indicating that the UFL will keep pushing on both operations and fan-facing issues as it plans its next steps.