Loading organizations...
Key people at AUDL.
The American Ultimate Disc League (AUDL), which officially rebranded to the Ultimate Frisbee Association in 2024, operates a professional ultimate frisbee sports league based in Omaha, Nebraska. The organization manages competitive regular seasons, playoffs, and a championship weekend for 24 franchise teams, comprising 22 in the United States and two in Canada. The business generates revenue through franchise expansion fees, event ticket sales, merchandise, corporate sponsorships, and media broadcast rights targeting a market of over five million annual players. The enterprise features notable investors and athletes like Marques Brownlee, past leadership including chairman Rob Lloyd, and prominent franchises such as the Toronto Rush and the New York Empire. The New York Empire recently secured their second consecutive undefeated season to claim a league-record three championship titles. The AUDL was founded in 2012 by Josh Moore.
Key people at AUDL.
The American Ultimate Disc League (AUDL), founded in 2012, is the world's largest professional ultimate frisbee league, featuring 24-26 teams across North America and focusing on showcasing high-level competition in a fast-paced, non-contact sport played by passing a disc into an end zone.[1][3][6][8] Its mission is to amplify ultimate frisbee's unique values—such as integrity and athleticism—by creating affordable, fan-friendly events, digital content, and grassroots initiatives to grow visibility and engage diverse audiences, including youth and global fans.[2][5][6] The league generates revenue through partnerships (e.g., broadcasting, apparel, data deals like a $3M LSports agreement), merchandise, and sponsorships, while emphasizing inclusivity via clinics, scholarships, and minority representation.[1][2][3][4]
In 2024, AUDL rebranded to the Ultimate Frisbee Association (UFA) to broaden appeal, enhance global reach, and integrate gaming, fantasy sports, and youth programs, building on 1.5 million social followers and 150 million+ video views in 2023.[8]
AUDL launched in 2012 as the first major professional ultimate frisbee league, with its inaugural season in April that year, aiming to professionalize a grassroots sport and introduce its precision passing and athletic plays to mainstream audiences.[3][6] Key figures include Steve Hall, named commissioner in 2018 and current CEO, a private equity professional and lead investor in teams like Atlanta Hustle and former Charlotte Express; he drives growth via data, media, and gaming strategies.[2][3][8] Early managing partners like John Boezi, with deep Atlanta ultimate roots and operations experience, supported team-level execution.[2]
Pivotal moments include expansion to 26 franchises, viral ESPN-featured highlights, and the 2024 UFA rebrand with partners like Legends for sponsorships and equity stakes, marking evolution from regional league to global sports entity.[3][6][8]
AUDL/UFA rides the explosive growth of niche sports entertainment, fueled by streaming, esports, and sports betting legalization, timing perfectly with ultimate's rise as North America's fastest-growing sport amid demand for fast, skill-based alternatives to football or basketball.[1][3][5][6] Market forces like global digital platforms and youth interest favor its model, with data partnerships (e.g., LSports) tapping betting's $100B+ industry and video games expanding to Gen Z fans.[3][8]
It influences the ecosystem by professionalizing ultimate—historically amateur—driving grassroots adoption, inclusivity, and media exposure (e.g., ESPN Top 10s), while tech integrations like fantasy and streaming lower entry barriers and compete with disc golf or pickleball for recreational dollars.[1][2][3][8]
UFA's trajectory points to mainstream breakthrough via gaming launches, expanded betting, and international events, leveraging its data ecosystem to hit millions more viewers and secure major broadcasters.[3][8] Trends like personalized fan experiences (via Legends) and youth pipelines will shape growth, potentially evolving influence from ultimate pioneer to multi-sport entertainment hub, challenging bigger leagues through agility and innovation—building directly on its 2012 mission to globalize the disc.
