The United Football League (UFL) has taken a bold new step in its evolution with the addition of serial entrepreneur and beverage magnate Mike Repole to its ownership group.
Repole, known globally as the co-founder of Vitaminwater and BodyArmor, brings not just capital but a sharp business instinct to the table. His private equity firm, Impact Capital, will now oversee the league’s business operations — signaling a pivot toward a more commercially aggressive and brand-led phase of development for the spring football league.
This strategic reinforcement joins existing stakeholders including RedBird Capital, FOX, ESPN, Dany Garcia, and Dwayne Johnson. While financial specifics remain undisclosed, Repole is now one of the league’s top three investors — an important indicator of both his belief in the property and the scale of his involvement.
“Today marks the real beginning of the UFL,” said Repole. “It took time to stabilize, but now it’s ready to grow.”
Repole’s entrepreneurial track record speaks volumes. Coca-Cola acquired Glaceau (Vitaminwater and Smartwater) for $4.1 billion in 2007, and later bought BodyArmor for $5.6 billion in 2021 — both ventures co-founded by Repole. His estimated net worth stands at $1.6 billion, with additional investments spanning NOBULL (which merged with Tom Brady’s wellness brands), and his own Repole Stable horse racing team.
Business Acumen Meets Sports Rejuvenation
The league’s President and CEO, Russ Brandon, called Repole’s arrival a defining moment:
“Mike’s reputation for building consumer brands from scratch aligns perfectly with the UFL’s ambitions. His leadership will elevate our business and brand direction immediately.”
The UFL, formed in late 2023 through the merger of the USFL and XFL, has faced mixed results so far. Despite promising talent pipelines (26 players moved to NFL contracts this year), the league recorded a 20% drop in television viewership and a 5% decline in stadium attendance for 2025 — a crucial commercial concern Repole is poised to address head-on.
“The atmosphere has to change,” said Repole. “We can’t have 10,000 fans scattered in cavernous stadiums. It feels like pandemic-era sports — and that’s not what fans or broadcasters want.”
A Relocation-Led Revamp
In keeping with his ambitious vision, Repole confirmed that at least two franchises will be relocated before the 2026 season. One destination — Columbus, Ohio — has been earmarked, with matches expected to take place at the Columbus Crew’s stadium.
Repole also articulated a 10-year vision: doubling the number of UFL teams by 2035.
“If we don’t hit 16 teams by then, I’ll consider it a personal failure. We have what other leagues lacked: the capital, the media muscle, and the entrepreneurial grit.”
Current UFL teams are located in Arlington (TX), Birmingham, Detroit, Houston, Memphis, San Antonio, St. Louis, and Washington D.C. The DC Defenders lifted the 2025 UFL Championship title, providing some on-field stability even amid commercial growing pains.
The Bigger Picture
What’s clear is that Repole doesn’t just see this as an investment in a league — it’s an investment in untapped opportunity. With smart branding, fan-first strategies, and nimble decision-making, the UFL could rewire the spring football model in North America.
Repole’s entry marks more than a funding boost — it signifies a long-term shift in ambition, positioning, and operations. If his past ventures are any indicator, the UFL may be on the verge of a breakout moment.
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