Authors:
Ellen Lewis-Williams, Account Manager, OBE London
Ian Hayne, Managing Partner, OBE London
Emily Dolber, Sr. Brand Marketing Director, OBE
With records being broken daily at the 2024 Paris Games, it’s fair to say that anticipation for the 2028 Los Angeles Olympics is already building, and with it comes the excitement of new sports joining the Olympic roster. Among these, flag football stands out, promising to bring a fresh, dynamic, and inclusive energy to the Games. Through our partnership with the NFL out of OBE’s London office, we are proud to play a crucial role in expanding the global popularity of, and participation in, this upcoming addition to the list of Olympic sports.
Flag football's Olympic debut.
Flag football's journey to the Olympics is a strategic effort driven by the NFL and IFAF's commitment to expanding its reach and connecting with a broad audience of young athletes worldwide. NFL Commissioner Roger Goodell has emphasized the sport's potential, stating, "Flag football is more than just a game; it's a vehicle for expanding our reach and connecting with young athletes around the world. Its inclusion in the Olympics is a monumental step in showcasing the sport's universal appeal" (FOX Sports) (YSBR) .
The inclusion of flag football in the 2028 Olympics is a testament to the sport's rapid global growth and its appeal to a diverse audience. Placing female and male participation on a level playing field, flag football emphasizes agility, strategy, and teamwork with a focus on accessibility to as wide a playing audience as possible
In the UK, OBE has been instrumental in bringing the NFL’s vision for flag football to life, paving the way for the sport's growth and global appeal. Appointed as the delivery partner for NFL Flag across the UK, OBE produced a nationwide program of flag football events for schools, culminating in a National Championship at the world-renowned Loughborough University. Sitting alongside a number of community focused NFL Flag activations for the NFL Foundation, OBE have produced in excess of 25 events across the UK for the NFL and teams so far this year.
As stated by Pierre Trochet, President of IFAF, "flag football will offer an exciting new dimension to the Games -- uniting them, for the first time in history, with America's number one sport in its youngest, most accessible and inclusive format, which is already spearheading extraordinary growth, particularly among youth audiences, women and girls, and in new countries worldwide. We have no doubt that inclusion in the Olympic Games will further accelerate this dynamic."
Building a legacy with the Jets & Bears NFL Girls Flag League
Beyond the NFL Flag UK program, OBE has also played a crucial role in expanding the reach of anointed NFL Global Markets Program teams. Partnering with the New York Jets and Chicago Bears, OBE curated a six-week female program in London designed to provide teenage girls with access to sport and skill development opportunities. This initiative not only doubled participation rates in its second year, but also created a lasting impact on the lives of the young athletes involved.
Building towards LA28.
With flag football set to make its Olympic debut in 2028, the work we are doing today is more important than ever. Our efforts in the UK are helping to lay the foundation for a sport that promises to captivate audiences on the world stage. By fostering talent and enthusiasm for flag football, we are contributing to a broader movement that celebrates inclusivity, teamwork, and athleticism.
At OBE, we are honored to be part of this journey. Our partnership with the NFL and our commitment to delivering high-quality flag football programs are driving the sport's growth and preparing the next generation of athletes for their moment in the Olympic spotlight.
Learn more about flag football at olympics.com.
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