On Monday night, the XFL's website was updated with a countdown timer captioned, "a new era for the XFL is starting." Two days later, Dwayne "The Rock" Johnson helped usher in that new era with a brand new logo.
"Pumped to reveal our new XFL logo as we build our organization and shape our one of a kind, hungry XFL culture," The Rock tweeted Wednesday. "X represents the INTERSECTION OF DREAMS & OPPORTUNITY. To all our XFL players, coaches, fans; You bring the dreams - we’ll bring the opportunity. Now LFG!"
The new branding features a more modern looking, digital white font over a black backdrop.
In the video, the XFL laid out its mission statement for the new league:
Football is fueled by dreams. To go further, get there faster. Those wins don't just happen, they must be claimed. Work for today, achieved together. The [XFL] is where the full potential of football is realized; both on and off the field. Give cities new reasons to cheer, partners new platforms to build on, people a different sense of fandom. And athletes a new path to live their passion. ... This is tomorrow's league, driven by a new purpose and a shared commitment. Powered by new leadership, this is for all of us.
The XFL is set to debut next year under new ownership after trying to reboot the league pre-pandemic. XFL 3.0 will feature new teams and new expansion, and hopefully for the league's sake, newfound success.