Dwayne Johnson seems like a nice enough guy, and he acts, so that might be all it is, but is he nice enough to give six million dollars back to the US Army? They “hired” him and the United Football League (The Rock is part owner) for 11 million dollars to help the Army increase recruitment. The deal involved Johnson writing a series of social media posts and UFL players sporting Army patches on their uniforms. As with most of what the government does, time and money spent resulted in less than stellar results.
The Army is seemingly having buyer’s remorse after an $11 million marketing deal with the United Football League and Dwayne “The Rock” Johnson.
The high-dollar, high-profile deal likely didn’t lead to a single new Army recruit and may possibly have had a negative impact on finding new enlistments, internal documents and emails reviewed by Military.com show. The service may even seek to get some of its money back.
Millitary.com reports that the effort may have resulted in lowering recruitment, though I’m not sure how they worked that out. Perhaps from learned experience?
One senior Army marketing official, in an interview with Military.com, said the deal echoed the National Guard‘s $88 million NASCAR sponsorship that reportedly didn’t lead to a single new soldier joining the ranks. But the UFL partnership was ultimately pushed through directly by Gen. Randy George, the Army chief of staff, according to an email between him and senior staff reviewed by Military.com.
According to the reports, senior staff opposed the deal with Johnson and the UFL, but the General wanted it, and he got it despite the target audience watching less television and less sports television. It was a total bust from beginning to end, and now the Army is looking to get six million back, though no one seems quite sure how to go about it. Might I suggest an early morning raid with your friends in the FBI? I’m sure the CIA can connect you with someone.
George was appointed last year by the Biden Administration and confirmed by the US Senate.
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