The Flag Football Boom is a Win for Women’s Sports–Brands, Too

Flag football is one of the fastest growing sports in the nation, particularly with women and girls. 474,000 girls between six and seventeen years old play flag football, a 63% growth in participation since 2019. 25% of all participants in NFL Flag are female.

Flag football is also going global, with over 20 million players now playing across 100 countries. Set to debut as an Olympic sport in 2028, this vibrant and expanding community offers brands a unique opportunity to engage with a diverse, international audience through multiple channels.

Flag football’s unique participation base

Flag football could be the future of the NFL, but that doesn’t mean flag will grow to be a male-dominated sport. Diana Flores, quarterback and captain of the Mexican National team, has served as an ambassador for the sport for women and international youth athletes. Her decorated career as a flag football player has been full of triumphs, but also many sacrifices. Through her advocacy work, Flores has shown herself to be fearless, committed to the idea that any girl can make a career out of a sport like flag football.

“Dream big and work hard because you can achieve anything you want in life if you are disciplined and you keep your focus and goals…You will never be alone, you will always find amazing people that are willing to give you a hand to achieve your dreams. And also, be THAT girl.”

Read more: TeamSnap got the chance to speak with Flores at Good Morning America’s afternoon show, “GMA3 Tailgate Takeover”

Only eight states have sanctioned flag football as a girls’ high school sport, but there are around twenty others exploring the sport through pilot programs. Parents are increasingly encouraging their daughters to participate in flag football due to its non-contact nature and emphasis on teamwork, strategy, and physical fitness. 

Many brands have supported the broader societal shift toward promoting gender equality in sports. Ally, e.l.f. Beauty, Gatorade, and many more have all found success with campaigns aimed specifically at growing women’s sports both in the US and abroad.

Read more: 5 National Brands That Are Supporting Women and Girls in Sports
Read more: 5 Ways Brands Can Think Outside of the Box for Women and Girls’ Sports

Flag football is a smart sponsorship opportunity for brands 

The worldwide rise of flag football opens up exciting chances to connect with fans in a fresh, brand-friendly space. With its diverse and growing community, flag football fans are passionate and engaged, ready for creative campaigns that hit home both locally and globally.

Several forward-thinking brands have already capitalized on this growing trend by partnering with flag football organizations. For example, Nike’s hosts their annual Kickoff Classic to support youth flag football leagues, providing equipment and funding to promote the sport’s accessibility and inclusivity. Similarly, Gatorade has been active in sponsoring local and national flag football events, ensuring visibility and engagement within the community. In 2024, Toyota was announced as NFL Flag’s presenting partner in an effort to offer “Football for All.”

Additionally, Under Armour has worked with youth sports organizations to supply jerseys and training gear, emphasizing its commitment to fostering young athletes in non-contact sports. These partnerships not only enhance brand loyalty among participants and their families but also underscore the brands’ dedication to supporting health and fitness across diverse demographics.

Four ways brands can get involved with flag football

1. Sponsorship: Giving brand support to teams, leagues, and/or tournaments, brands align themselves with the positive community impact that comes with youth and amateur sports.
2. Scholarship: With the sport growing professionally and at the collegiate level, an initiative focused around scholarship would not only increase brand visibility through earned media potential, but also demonstrate a commitment to community development and academic excellence.
3. Influencers: Flag football stars are bigger than you’d think. Players like Miriah Lopez and Diana Flores boast hundreds of thousands of followers and connect brands with engaged fans. 
4. Partnership: Increased centralization of the flag football community means better ways for brands to reach fans. Whether through NFL Flag Football or a youth sports management app like TeamSnap, partnership with trusted voices in the world of amateur sports offer the audience and existing infrastructure often necessary to execute a comprehensive campaign.

Whether through digital channels, community events, or direct engagement, early investment in flag football could yield long-term benefits for brands looking to make customer connections with athletes and fans.