The XFL has hired Endeavor’s 160over90 as its PR agency of record through at least the end of its '20 relaunch season. 160over90 will assist the league’s central PR and marketing staff on media relations, message development and social media influencer strategy, while assisting each of the eight clubs as needed. XFL President & COO Jeffrey Pollack said the firm is "uniquely situated at the center of all things pop culture." He declined to say how many firms were involved in the PR competition or identify them.
Pollack said the league plans a “drumbeat” of announcements between now and its Feb. 8 debut, which already has included ball design/uniform unveilings and will continue with minicamps and rule book releases. 160over90 Exec VP/Communications Samantha Stark will lead the XFL account. The XFL’s internal team will continue to be led by Senior VP/Communications Stephanie Rudnick. Sales are being handled by Dallas-based Connect Partnerships and Chicago-based Navigate Research.
In late October, Endeavor Global Marketing rebranded as 160over90, taking the name of the agency it acquired in '18. 160over90 also works with the NFL on a non-exclusive basis.
