• by Richard Whitman , Columnist, April 6, 2022

R/GA has been awarded AOR duties for the XFL pro football league.

The last iteration of the league debuted in 2020 but due to COVID, discontinued play after five weeks.

It plans to kick off its next season in February 2023 under a new ownership consortium that includes Dwayne Johnson and Danny Garcia.

The original XFL was created by Vince McMahon and operated as a joint venture between McMahon and NBC in 2001, lasting one season.

R/GA started working with the XFL last year to support the league's marketing efforts, including brand identity, design innovation, and campaign activation. 

The agency released a video that highlights some details of how the league’s new brand identity is developing, which can be viewed here.