XFL has cities in waiting game as clock ticks

[Liz]

The XFL, a twice-failed league set to give it a third try under new ownership next spring, has played up nearly every aspect of its planned restart, confirming coaching staffs, a broadcast deal and player tryouts. It's even touted a new logo, its Arlington headquarters and front-office hires.

Yet less than eight months out from what may prove a make-or-break comeback, that colorful ownership group — including Dwayne "The Rock" Johnson, Dany Garcia and RedBird Capital Partners — have kept one closely guarded secret: where its teams will play.

There have been plenty of rumors indicating that San Antonio will be among the cities in this latest XFL redo. But there has been zero confirmation from the league or from city officials.

St. Louis, like San Antonio, drew well for its last pro football team. But it's also stuck in waiting game.

"The league has not announced cities for their 2023 season. In the event the XFL selects St. Louis, we're holding dates in 2023," Americas Center Complex Senior Vice President and General Manager Matthew Dewey said when asked about that's city's status.

Jim Goodman has been down this road before. A veteran sports marketer, he worked with multiple leagues and teams, including the San Antonio Spurs, prior to taking a vice president position with Sul Ross State University. He's seen firsthand the challenge of building an audience — especially for a startup.

Whereas Goodman believes the Alliance of American Football may have rushed its decision to kick off in spring 2019 to beat the XFL's pandemic-shortened 2020 season, he knows every day counts in crafting a plan and selling to a market. Those days you lose, you can't get back.

"The calendar moves like a second hand on a watch," said Goodman, part of the group that launched UTSA's football program in 2011. "Every day that goes by, you're like, we didn't get enough accomplished. It just happens so fast."

Goodman wonders if the XFL could push back its start. Or if it's still absorbing how a 2022 restart by the USFL has played out.

The XFL indicated last month, when touting its new broadcast deal with The Walt Disney Co. and ESPN, that it plans to kick off its season on Feb. 18.

Whatever the case, the second hand on the watch is spinning. And cities are waiting.