The U.S. Army is grappling with the fallout from an $11 million marketing deal with the United Football League (UFL) and Dwayne “The Rock” Johnson that failed to yield any new recruits, according to internal documents obtained by Military.com.
The Army had hoped that the high-profile partnership with Johnson, a global superstar and UFL owner, would boost recruitment numbers. However, the deal, which was part of an effort to modernize the Army’s marketing approach, appears to have had no positive impact on enlistments. In fact, internal reviews suggest the deal may have negatively affected recruitment efforts.
The marketing deal, which was finalized earlier this year, included significant Army branding during UFL games and a commitment from Johnson to act as a brand ambassador. This included an agreement that Johnson would make several social media posts promoting the Army. Despite his massive social media following, Johnson only fulfilled two out of the five promised posts, leaving the Army dissatisfied and seeking to recoup $6 million from the UFL.
The UFL’s inaugural season, which ran from March through June, failed to attract significant viewership, further diminishing the potential impact of the marketing deal. An internal review revealed a projected loss of 38 enlistments as a result of the partnership. The Army’s internal documents show that the resources spent on the UFL were deemed a net negative for recruiting efforts.
From the outset, some Army officials expressed skepticism about the partnership. Concerns were raised about the financial burden and low viewership of the UFL. Despite these warnings, the deal was pushed through by Army Chief of Staff Gen. Randy George. Internal emails revealed that senior staff were apprehensive about the effectiveness of the partnership.
A senior Army marketing official likened the deal to the National Guard’s $88 million NASCAR sponsorship, which also failed to generate new recruits. The internal review pointed out “inexperienced” UFL staff and numerous communication breakdowns, leading to a lack of confidence in future deals with the UFL.
The Army’s recruiting struggles are compounded by its difficulty in adapting to modern marketing trends. Much of its efforts remain focused on traditional media, such as cable TV and sports broadcasts, which are increasingly irrelevant to Gen Z. According to a 2022 Morning Consult poll, 33% of Gen Zers do not watch live sports, compared to 22% of Millennials.
Despite these challenges, the Army is barred from advertising on popular Gen Z platforms like TikTok due to security concerns over the platform’s Chinese parent company.
Laura DeFrancisco, a spokesperson for the Army’s marketing arm, acknowledged that some of the materials reviewed by Military.com were taken out of context but declined to provide specifics or grant interview requests. The UFL and Johnson’s publicist did not respond to requests for comment.
Col. Dave Butler, a spokesperson for Gen. George, expressed disappointment over the failed partnership, stating, “In terms of The Rock, it’s unfortunate he was pulled away at a time when we expected him to be present with us to create content for his social media channels. But we’re working with the UFL to rebalance the contract. The Rock remains a good partner to the Army.”
The Army is now seeking to mitigate the financial and reputational damage from the failed marketing deal as it continues to navigate the complexities of modern recruitment in a rapidly changing media landscape.
SOURCE: MILITARY.COM
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