The Army lost recruits after The Rock signed $11 million promotional deal
Topics: Dwayne Johnson, Football, Sport, Money
Gerrard Kaonga
Featured Image Credit: Instagram/therock / Matthew Stockman/Getty Images
Topics: Dwayne Johnson, Football, Sport, Money
The Army seemed to have dropped the ball after a promotional deal with the Rock fell flat, despite the million-dollar price tag failing to bring in a single new recruit.
Despite the Rock being a massive celebrity in his own right - wrestler, influencer and actor - he seemed to not be enough to sway people to give themselves to Uncle Sam.
It wasn’t just the Rock the Army was trying to latch on to but the star’s little known and newly formed United Football League (UFL).
Haven’t heard of it? Exactly. The minor league alternative to the NFL started play this year in March and was created following the merger of the XFl and the United States Football League.
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The Rock, also known now by his real name Dwayne Johnson, is an owner of the league, so you can see the hopes the Army had. Combining football and a popular celebrity should at least put a few more people on the recruitment list, right?
Well nope, not at all. In fact, some reports have suggested that it actually resulted in some recruits de-listing instead. Ouch.
After spending roughly $11 million to be the premier partner of the league, the army logo being displayed prominently on the jerseys of players on each of the eight teams, a logo on the field and other key branding during the game, including replays and social media, and still no new recruits... I sure hope someone got fired for that blunder.
A review conducted by the Army projects found that the partnership led to a loss 38 enlistments. I can only imagine spending $11 million to be even further away from your goal of increasing enlistment.
Internally, ahead of the deal - that had been brewing since February 2023 - there was some hesitancy about going forward with it as the fears were that it simply would not appeal to Gen Z.
Retired Maj. Gen. Alex Fink, the chief of the Army's marketing arm at the time, warned back in March 2023 that the XFL had little meaningful presence online and poor engagement on social media.
"These posts do not demonstrate interest or excitement from our prospect audience or influencers,” he said in the memo.
"Less than [1,500] posts fall within the 18-35 age range."
Ignatios Mavridis, the deputy chief for Army marketing, also warned that the partnership may not yield the intended results.
"The XFL provides minimal unique market coverage not already supported by the Army's current media plan.”
Well, I guess next time you are settling in for an UFL game... keep an eye out for the army insignia.