Donald De La Haye, know on YouTube as “Deestroying”, has signed with the San Antonio Brahmas of the UFL.
This signing followed shortly after the merger of the XFL and USFL into the United Football League (UFL) in 2023. In 2015, Deestroying established his YouTube channel that drew the scrutiny of the NCAA due to his contravention of regulations by monetizing his status as a collegiate athlete. To preserve his eligibility for football participation, he confronted the ultimatum of forfeiting his YouTube channel. Electing to prioritize his digital platform, he elected to terminate his football career.
Since then, Deestroying’s channel has gathered more than 5.7 million subscribers. Recent amendments permit collegiate athletes to capitalize on their name, image, and likeness (NIL), signaling a significant shift in the regulatory environment.
The UFL’s strategic game plan focuses on reaching out to Gen Z, Millennials, and dedicated fans beyond mere gameplay. Gen Z seeks a sense of belonging in Deestroying, for example, which is authentic and relatable.
A spokesperson for the UFL told us that its goal is to recruit top players to create a thrilling and memorable football experience, which is the reason the league signed Deestroying. The UFL does not focus on content creators or NIL talent, and every team member is chosen based on their skill level. Furthermore, UFL said Deestroying can promote UFL on his own social media channels at any time.
“He (Deestroying) stood out to me as a player and person with a dream and a work ethic to put a plan into action. Lots of people talk about what they want to do or be. He puts his dream on film & is raw with his successes and failures,” said San Antonio Brahmas’ General Manager, Marc Lillibridge. “More people [need] to be like that.”
Deestroying’s Social Media Presence and UFL’s Target Audience
Through social media platforms, Destroying’s audience remained steadfast as he encountered challenges related to student rules and NIL in sports. Not just about sports, but also guiding dedicated athletes in achieving their dreams, overcoming obstacles, and celebrating victories.
By utilizing athletes’ talent from various angles, UFL engages fans directly. The athletes interact with fans directly, making them feel involved. In addition to being entertainment, athletes act as voices for teams to personalize their experiences. As Greg Curtis, Head of Influencer Marketing at Empower Media, pointed out, this disrupts traditional league business models.
“What I love the most about it is that it’s empowering athletes and keeping things fresh in the ever-evolving world of content creation. It’s going to allow for multiple channels of conversation and value-adds for brands alike to be a part of this experience. The UFL isn’t just playing ball; they’re ahead of the game, making moves that scream innovation in the sports industry,” said Curtis.
Marketers believe that the UFL’s close-knit fan base is what separates it from other leagues by actively promoting the success of their favorite athletes.
According to Russ Napolitano, a partner at the Xhilarate design and branding agency, the San Antonio Brahmas’ strategic move of partnering with Deestroying is smart, reflecting their astuteness in recognizing that Deestroying’s influence can be crucial to growing interest in the UFL. Napolitano further added the UFL’s target audience, which is Gen Z, will relate to him as he is a familiar figure.
“His devoted followers are undoubtedly eager to persist in accompanying him on his journey, anticipating his success within the UFL—a journey that holds the potential to pave the way for his path to the NFL,” said Napolitano.
