The Rock's $11 Million Marketing Deal with the Army and UFL Finally Resolved! What Happened?

The End of an Eight-Figure Saga

The long-standing $11 million marketing deal involving the U.S. Army, the United Football League (UFL), and Dwayne “The Rock” Johnson has reached a resolution.

In July, Military.com disclosed internal military documents revealing that the Army sought $6 million back due to dissatisfaction with the marketing deal, which featured various promotions, including uniform logos on game days. However, Johnson only delivered two out of five required social media posts, each valued at $1 million.

Updates from UFL Leadership

In January, UFL president Russ Brandon provided an update in an interview with Front Office Sports, stating, “We have great relationships still with the Army... I think we worked through all that and I think we’re all in a good place.” When asked if the situation was settled, he confirmed, “Yes.”

Army's Stance on the Agreement

Laura DeFrancisco, the Army’s marketing spokesperson, echoed Brandon’s sentiments, asserting no dispute existed between the Army and UFL. However, she clarified that the Army does not plan to pursue any marketing deals with the UFL this year.

“The Army was not ever trying to get money back from the UFL,” she explained. “This was a contract—an entity is paid for services rendered upon completion of a contract, not before.”

Conclusion of Negotiations

Despite earlier reports of the Army wanting to reclaim funds, DeFrancisco stated that financial discussions were not part of the renegotiation process. The agreement reached between the two parties ensured that the Army received fair market value for the UFL's promotional efforts. DeFrancisco emphasized that the partnership did not negatively affect Army recruiting efforts, even though an internal review suggested a projected loss of 38 enlistments.

A spokesperson for the Army acknowledged the unfortunate timing of Johnson’s absence during the campaign, stating, “But we’re working with the UFL to rebalance the contract. The Rock remains a good partner to the Army.”

Looking Ahead

The UFL, a merger of the XFL and USFL, is set to kick off its second regular season on March 28 on Fox Sports. The league is partially owned by Johnson and his business partners, who acquired the XFL for $15 million after its bankruptcy in 2020.