The Army Bet $11M on The Rock and UFL Ginning Up Enlistments. It May Have Actually Hurt Recruiting Efforts.
The high-dollar, high-profile deal likely didn't lead to a single new Army recruit and may possibly have had a negative impact on finding new enlistments, internal documents and emails reviewed by Military.com show.
Nascar would also count, and I think that's an entirely different demographic compared to what the word "millennial" conjures up for us.
Heck anyone who is watching the Olympics right now would qualify, even just for the memes.