NFL Prepares for Flag Football’s Olympic Debut in 2028

LOS ANGELES, California — As the countdown to the 2028 Summer Olympics begins, the NFL is intensifying its promotion of flag football, a sport set to debut on the Olympic stage in Los Angeles. NFL Executive Vice President of Football Operations Troy Vincent revealed plans for the league’s involvement in future Olympic Games, emphasizing global expansion as a key goal.

“We know that LA ’28 is a milestone, but we’re also looking at Brisbane 2032,” Vincent stated. He expressed the NFL’s aim to transform American football into a global property, highlighting that participation in the Olympics will help reach that goal. “When children, young men and women are playing and coaching in Asia, South Africa, and Ghana, you really become a global property,” he added. “Flag football is real. That movement is real.”

In addition to its Olympic aspirations, the NFL is considering the establishment of dedicated professional flag football leagues for both men and women, potentially drawing global talent and making the sport accessible to a wider audience. Vincent believes that showcasing flag football during the Olympics will serve as a powerful platform for engagement.

Tim Ellis, the NFL’s chief marketing officer, noted that international events would not be merely promotional sparks, but large components of a far-reaching strategy. “It’s not hard for us to sell tickets,” Ellis said regarding the immense interest shown during international games. “But we want those people in the stadium to be fans…we want to be a top three sport in any market we operate.”

Meanwhile, plans for venues are taking shape for the Los Angeles Olympics. According to reports, BMO Stadium will host the inaugural Olympic flag football matches. However, uncertainty lingers over whether current NFL players will participate due to concerns about injury risks. The league is contemplating whether to restrict players to those who are no longer active to minimize potential injuries during training camps.

The NFL’s history of international games dates back to 2007, establishing a foundation for a global identity. However, league officials acknowledge that American football remains a US-centric sport. To amplify its presence, the NFL is investing in Olympic opportunities, increasing youth participation, and fostering a professional flag football league.

As part of its strategic push, the NFL is aiming to broaden appeal, especially among young women. The league’s efforts include notable partnerships and promotional activities, an initiative underscored by Caitlin Clark, the WNBA star, who is participating in discussions at the NFL owners’ meetings. Clark’s involvement highlights the interconnectedness between women’s sports and the NFL’s ambitions for flag football.

“Flag football is a high priority of ours. It’s an opportunity for young women to participate in our game,” emphasized Jeff Miller, NFL EVP. He further shared that the NFL is actively exploring a professional flag football league as demand grows nationwide.

The New York Jets, for instance, recently initiated the first NFL Girls Flag league in Ireland, targeting female involvement in the sport at the grassroots level. “Creating opportunities to grow girls’ participation in sport is a key priority for the Jets,” stated Jesse Linder, Jets’ VP of Community Relations.

Marketing expert Maurits Schön pointed out the importance of short-form digital content in promoting sports engagement, showing how platforms like TikTok are key to appealing to broader audiences, especially young fans. The NFL’s adaptation to digital media trends reflects its long-term vision toward engaging a new generation of fans.

As discussions around the NFL’s Olympic ambitions unfold, the future of flag football, and its role in expanding American football’s global footprint, rests on the league’s ability to navigate challenges surrounding player participation and venue selection. With the eyes of the world set on Los Angeles, the NFL aims to ensure that flag football’s Olympic debut is just the beginning of its international journey.