UFL and Dynasty Partner to Rewrite the Spring Football Playbook

ST. PETERSBURG, Fla. – April 02, 2026 – The United Football League (UFL) is once again rewriting the rules of professional football, but its latest innovation isn't just about what happens between the hash marks. In a landmark agreement, Dynasty Financial Partners has been named the Official Wealth Management Partner of the UFL, launching a partnership defined by deep integration, a shared entrepreneurial ethos, and a tangible impact on the game itself. Set to kick off in the 2026 season, the deal introduces the thrilling “Dynasty” 4-point field goal and a comprehensive financial literacy program designed to empower the league’s athletes long after their playing careers end.

This alliance represents a significant vote of confidence in the UFL, which successfully merged the XFL and USFL to complete an inaugural season that saw viewership climb to an average of 816,000 viewers, a substantial increase over its predecessors. For Dynasty, a firm that provides a platform for independent financial advisors, the partnership is a bold move to embed its brand into the very fabric of a league celebrated for its innovative spirit.

A Partnership Built on Shared Vision

From the outset, both organizations have framed the collaboration as a natural fit between two disruptors. The UFL, backed by a powerhouse ownership group including Mike Repole, RedBird Capital Partners, FOX, and ESPN, has carved out a niche by challenging football orthodoxy. Dynasty has similarly built its reputation by empowering financial advisors to break away from traditional Wall Street models.

“When choosing a wealth management partner for the UFL, we wanted more than a logo—we wanted a partner who thinks boldly and creatively,” said Mike Repole, UFL Co-Owner. “Dynasty Financial Partners embodies that mindset, with a commitment to innovation and disruption, just like the UFL. They don’t just talk about building something—they do it.”

This sentiment was echoed by Dynasty's leadership, who saw the UFL's culture as a mirror of their own.

“The UFL is unlike anything else in professional sports,” stated Shirl Penney, Founder and CEO of Dynasty Financial Partners. “This league is committed to extraordinary fan engagement, real creativity, and a genuine partnership model that ensures everyone — players, coaches, the league, and sponsors — wins together. At Dynasty, we have always believed that the best outcomes come when you treat every stakeholder as part of the same team.”

Kicking Into a New Era: The 'Dynasty' Field Goal

The most electrifying element of the partnership is a direct change to the UFL rulebook. Beginning in 2026, any successful field goal kicked from 60 yards or more will be worth four points and officially designated a “Dynasty.”

This innovation is perfectly aligned with the UFL's history of tweaking rules to generate more offense and excitement, a strategy that has largely resonated with its growing fanbase. While some traditionalists may question altering the game's fundamental scoring, the league has found success by creating high-stakes moments. The 4-point play is designed to turn long-shot field goal attempts, often seen as desperation moves, into potential game-winning strategy, placing a new emphasis on kickers with exceptional leg strength.

Whenever a kicker successfully converts a “Dynasty,” an in-stadium activation will celebrate the achievement, reinforcing the sponsor’s philosophy of “going the distance.” This integration of a brand into a key scoring play is a novel approach in professional sports, moving far beyond the passive logo placement common in other leagues. It creates an organic, memorable touchpoint that directly connects the Dynasty brand with one of football's most dramatic moments.

Investing in the Players Who Give Everything

Perhaps the most meaningful component of the partnership is Dynasty's commitment to player welfare. The firm will roll out a comprehensive financial literacy program for the UFL's more than 500 players, coaches, and trainers. This initiative tackles one of the most persistent issues in professional sports: the financial instability that affects many athletes after their short and often volatile careers conclude.

Research has consistently shown that a significant percentage of professional athletes face financial distress in retirement, struggling with challenges like sudden wealth, income volatility, and a lack of long-term planning. By providing education on budgeting, investing, and wealth management, Dynasty and the UFL are addressing a critical need, aiming to equip their athletes with the tools for lifelong financial security.

This program elevates the partnership from a marketing transaction to a meaningful investment in human capital. It aligns with a growing trend across sports leagues to prioritize athlete well-being and provides Dynasty with an authentic way to demonstrate its core mission of empowering individuals through sound financial guidance.

A Full-Field Press on Brand Integration

The partnership's reach extends across every facet of the UFL experience. Dynasty will become the presenting sponsor for the UFL Special Teams Player of the Week and Player of the Year awards, further cementing its connection to the game's unsung heroes. The firm will also take title sponsorship of the UFL Awards Banquet during the league's Championship Week.

On game days, Dynasty’s presence will be unmistakable. Custom broadcast enhancements on ESPN and FOX will put the brand in front of millions of viewers nationwide. The partnership also includes a robust digital and social media component, with sponsored content series featuring coach interviews and highlight reels. Furthermore, Dynasty will leverage the partnership to create exclusive hospitality experiences for its network of independent advisors and their clients, offering coveted access to games, suites, and field passes.

A centerpiece of the content strategy will be a special series co-hosted by Mike Repole and Shirl Penney. The series promises a behind-the-scenes look at two entrepreneurs who have built successful brands by challenging industry norms, exploring themes of innovation and creativity that are central to both the UFL and Dynasty.

By integrating its brand into game rules, player development, and broadcast content, Dynasty Financial Partners is executing a playbook that few in the financial services industry have attempted. It's a strategic bet that aligning with the UFL's startup energy and innovative ethos will resonate more deeply with audiences than a traditional sponsorship ever could. For the UFL, it secures a committed partner that brings not only financial investment but also a shared belief in building something new, exciting, and sustainable for the future of spring football.