If first you don’t succeed…. try, try again.

WWE founder and chairman Vince McMahon announced Thursday he is giving a professional football league another go.

On Thursday, McMahon confirmed that he would solely fund the venture with the aforementioned $100 million. Furthermore, the new XFL will not have any attachment to WWE financially or otherwise, unlike the previous incarnation of the league which featured WWE superstars promoting the product and even WWE announcers calling the action.

“The new XFL is an exciting opportunity to re imagine America’s favorite sport,” said McMahon in a statement. “As we move towards kickoff, we look forward to listening and implementing innovative ideas from players, coaches, medical experts, technology executives, the media and most importantly football fans.”

McMahon’s new XFL promises faster games, with an ideal running time under two hours. Additionally, McMahon says players will have to stand for the national anthem, no questions asked.

“The national anthem is a time-honored tradition that’s played to this day—and many, many years in the past—prior to most athletic events in our country and other countries,” McMahon told reporters on a conference call following the announcement. “So whatever our rules are is what everyone will abide by. There’s plenty of opportunity and plenty of ways in which players, coaches, members of the media can express themselves… but when we come onto the field, we’re here to play football. That’s everyone’s job.”

Unlike the original incarnation that featured the boobs-and-violence model, the rebooted league will be family-friendly. He also said he won’t hire players with criminal records. Currently, he doesn’t have a TV deal for the venture.