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XFL Names Josh Cella Chief Commercial Officer

ARLINGTON, TX (July 5, 2023) – The XFL today announced that Josh Cella has joined the League as Chief Commercial Officer, overseeing the XFL’s league and team sponsorship, advertising and consumer product businesses.

Josh’s experience in bringing IP, traditional media and social content together will evolve and strengthen the relationships we are building in the marketplace,” said Russ Brandon, President of the XFL. “He will play a key role in driving revenue growth and carrying out the League’s strategic vision. We are excited to bring him on board as we gear up for the 2024 season.”

Cella joins from Comcast Spectacor’s Gaming division, where he was Chief Revenue Officer over a portfolio of businesses in gaming, esports and media. Prior to that, he built and led the global partnership business for Activision Blizzard’s Overwatch League and Call of Duty League and was part of the original leadership team that launched both global initiatives.

Prior to Activision Blizzard, Cella was SVP of Digital Sales at Univision Communications, managing all digital advertising revenue for Univision’s portfolio of digital properties. He also worked at the National Football League, managing linear and digital advertising revenue.


The XFL is a fan-first, fast-paced global professional football league with innovative rules and an enhanced 360-degree game experience. Anchored in world-class football, the XFL brings entertainment and innovation to advance the sport, expand player opportunities, and change the way that fans experience the game. The XFL has eight teams in Arlington (TX), Houston (TX), Las Vegas (NV), Orlando (FL), San Antonio (TX), Seattle (WA), St. Louis (MO), and Washington, D.C. The XFL is owned by Dany Garcia, Dwayne Johnson, and Gerry Cardinale’s RedBird Capital Partners and launched in February 2023.