The Army announced its partnership with the United Football League last month. This move is a step forward for the Army, which hopes to increase recruitment.
The United Football League, or UFL, formed from a merger of the United States Football League and the XFL. Separate from the National Football League, NFL, the UFL has eight teams in its inaugural season. As part of the partnership, the Army logo will be featured on jerseys and in stadium ads. By partnering with the UFL, the Army gains access to a platform that enables them to engage with a demographic that aligns closely with their target audience. Football games draw large crowds, both in-person and through televised broadcasts, providing the Army with significant visibility and exposure. This partnership allows the Army to reach potential recruits in a context where they are already passionate and engaged.
Through this partnership, the Army aims to leverage football’s influence to inspire young adults to consider a career in the military. There are parallels between the football world and the military community: commitment, physical fitness, teamwork, collaboration, leadership, strategy, preparation, and vision. The Army hopes to attract individuals who possess the qualities necessary to excel as soldiers.
The Army’s goal is to bring in 55,000 new recruits in 2024. Army Secretary Christine Wormuth said in a congressional hearing “I think we feel that we have a good shot at making that goal this year.” Due to several factors, the military service branches have fallen short on recruitment in previous years. In addition to the UFL campaign, the Army has implemented soldier prep courses to help new recruits meet standards and focus on innovation. Time will tell if the shift in recruitment efforts impacts recruitment goals.
Overall, this partnership is strategic approach to recruiting that capitalizes on the widespread appeal of football to engage with potential recruits and promote the opportunities available through military service. It also aligns with the findings of the RAND study on the Army’s recruitment spending – most funding is in digital advertising, which makes sense since it reaches the largest group and can make the largest impact. Will Gen Z want to join the Army? Will the recruitment efforts pay off? The goal of 55,000 is set.
