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With Dwayne Johnson’s Backing – XFL Football League Unveils New Identity

NOTE: This article is 2 years old and may not include the most recent information.

The XFL, the pro football league originally founded by Vince McMahon that has had its share of false starts is looking to once again revamp itself. In a press release sent out on Wednesday, April 6, the league unveiled a fresh identity and strategy for its relaunch in 2023.

“We are proud to unveil the new identity of the XFL – a strong, dynamic and modern look that embodies our vision of pushing football forward and unleashing the dreams that football makes possible,” said Dany Garcia, Co-Owner and Chairwoman of the XFL. “This is a significant milestone for us, and one that encapsulates the teamwork that has gone into building this league from the ground up with our experienced leadership team, led by Russ Brandon. As we continue to march towards our 2023 kickoff, we will invite our fans, partners and athletes to co-create with us. We are putting in the work today to define football’s future; Together, we are building tomorrow’s league.”

“For us, this is more than just a new pro football logo; this is a new era of the XFL. You can already begin to feel the energy and mana building behind our brand, and it has been amazing to feel the incredible support from fans, players, coaches and media, that we continue to be blessed with. We have a passion and vision to push the boundaries of sport and entertainment, to grow the game of football – and most importantly – unlock the dreams of all the talented and hungry football players out there,” said Dwayne Johnson. “I’m pumped to reveal our new XFL logo to the world as we continue to strategically build our XFL organization and shape our one-of-a-kind XFL culture. Here’s the bottom line of what our new XFL logo stands for: The X represents the INTERSECTION OF DREAMS & OPPORTUNITY. So, to our hungry XFL players, coaches and fans – you bring the dreams, and we’ll bring the opportunity.”

The new visual identity centers around the idea that the XFL is the intersection of opportunity and captures the essence of the league’s vision: the XFL is pushing football forward. To do that, the brand needs to be modern, dynamic and inviting.

The “X” represents those intersections, the point at which everything comes together: sports and storytelling, players and fans, partners and a passion for innovation. We elevate it to unlock the opportunities that will push football forward, so that together, we can build tomorrow’s league.

As a platform for co-creation, the XFL’s new identity seeks to elevate the stories and communities that enhance the game. Built as a platform, the league’s black-and-white color palette ensures the individual personalities of the teams are able to seamlessly coexist and stand alongside the league as partners versus separate organizations.

The XFL’s ownership group, led by Dany Garcia, Dwayne Johnson, and Gerry Cardinale’s RedBird Capital Partners, is building a fan-first, fast-paced global professional football league with innovative rules and enhanced 360 game experience. The XFL will bring entertainment to world class football, with the goal of advancing the game of football and expanding player opportunities when it launches in February 2023.

Trevor Decker
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