Dwayne Johnson piggybacks the Super Bowl to hype his own football league that’s already failed twice over

Whether it’s his Teremana tequila brand, the Seven Bucks production company, or his ongoing collaboration with Under Armor on the Project Rock collection, Dwayne Johnson has his fingers in quite a lot of pies at any given time.

While his business empire may not reach as far as that of close friend and occasional co-star Ryan Reynolds, the 50 year-old is no slouch when it comes to building a brand. That being said, his decision to relaunch the XFL might prove to be his riskiest gambit yet, a sentiment based on what we’ve already seen happen twice before.

In his desperation to prove that he wasn’t just a pro wrestling promoter, Vince McMahon launched the Xtreme Football League to much fanfare and greater expense back in 2001, but it ended up folding after a single season and losing the WWE boss $35 million. Undeterred, he tried again two decades later, but this time it was the pandemic that killed the dream five weeks in.

Johnson then opted to acquire the rights alongside ex-wife and business partner Dany Garcia, with The Rock piggybacking off the buzz generated by the Super Bowl to offer a reminder that third time may or may not prove to be the charm next week.

Having witnessed the XFL fail twice over with disastrous results, it remains to be seen if even the all-powerful Johnson can ensure longevity at the third time of asking. The brand is tainted by association after its high-profile setbacks, but you’d be foolish to bet against the self-styled “hardest worker in the room.”