What a time to be alive. On Thursday afternoon, WWE chief Vince McMahon will announce the formation of a new football league, according to Darren Rovell of ESPN.com (on Twitter). 

Of course, McMahon has done this before. In 2001, he partnered with NBC to launch the XFL, a league with no rules and no viewership to match. McMahon’s experiment drew phenomenal ratings in its debut, but fans tuned out over time, leading to the league’s closure after one season.

It’s presently unclear whether McMahon will use the XFL moniker for his new league. McMahon’s Alpha Entertainment offshoot has filed trademarks for “XFL,” but the company has also earmarked “UFL” and “United Football League.”

Given the current political climate and the backlash against National Anthem protests during the 2017 season, McMahon may look to brand his league as a patriotic alternative to the NFL. He might be able to tap into something on that front, but his venture will not succeed unless he can field a better talent pool with bigger stars than last time.