US Army, UFL and ‘The Rock’ teamed up — and it tanked: Reports
- The $11 million deal was expected to bring thousands into the U.S. military
- Requirements included social posts from 'The Rock,' jersey endorsements
- Reports show deal backfired, might have cost department 38 enlistments
FILE – Actor and former WWE Superstar Dwayne “The Rock” Johnson participates in a news conference on Wednesday, Mar. 30, 2011 in New York. As WWE gears up for its biggest annual premium live event in April 2024, the company continues to harness the power of its social media presence to reach its fans. A key component of that strategy is YouTube, where WWE has hit an important milestone: reaching 100 million subscribers. (AP Photo/Evan Agostini, file)
(NewsNation) — An $11 million deal between the U.S. Army, the United Football League and Dwayne “The Rock” Johnson might have actually hurt the department’s recruitment efforts, reports claim.
Internal review documents obtained by Military.com showed that the deal could be responsible for losing 38 enlistments rather than bringing thousands in.
Here’s what went into the multibillion deal, per reports:
- Johnson is required to post five Army ads on Instagram.
- UFL was show to military ads during games.
- Military ads should be added to UFL uniforms
In actuality, Johnson only posted two of his (valued at $1 million) social posts.
In the aftermath of this “catastrophic” partnership, the Army is allegedly asking for some of its money back. The department hopes to get $6 million returned from its UFL deal and $5 million from Johnson’s.
“In terms of The Rock, it’s unfortunate he was pulled away at a time when we expected him to be present with us to create content for his social media channels,” Col. Dave Butler told Military.com. Butler added that Johnson is still a “good partner to the Army.”
Also outlined in the documents was an alleged “lack of confidence” in future deals between the Army and UFL.
NewsNation has reached out to the Army for comment and has not yet heard back.
