NFL Has Launched Global Flag Football Campaign
The Be The Story initiative spotlights international athletes ahead of the sport's Olympic debut.
Updated on Oct. 5, 2026 in Football
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The NFL has launched a global marketing campaign titled Be The Story to celebrate the rising generation of flag football athletes. The initiative arrives as the sport gains momentum ahead of its Olympic debut at the 2028 Los Angeles Games.
Why it matters
The campaign captures the rapid growth of flag football, which now counts millions of participants worldwide. It serves to build awareness and interest in the sport as it prepares for its first appearance on the Olympic stage.
There are more than 4.1 million youth flag football athletes in the United States, representing an increase of over 50% since 2020. Globally, more than 20 million people participate in the sport across 100 countries.
The players
NFL
The professional football organization oversees the most popular sports league in the United States.
TMRW Sports
This sports, media, and technology company is partnering with the NFL to develop a professional flag football league.
Ashlea Klam
The athlete was recognized as the 2026 NAIA Player of the Year for her performance in women's flag football.
Ryder Noche
The football player was honored as the 2024 NFL Flag Player of the Year.
Hannan Hussain
The filmmaker served as the director for the NFL's new Be The Story campaign.
The details
Directed by filmmaker Hannan Hussain and created with Dentsu Creative UK, the campaign features flag football stars from four countries including Ashlea Klam, Azul Trujillo, Samaya Taylor Jenkins, Ryder Noche, Liz Lomu Stewart, and Arved Mohr. The NFL is also partnering with TMRW Sports to develop a professional league expected to launch before the 2028 Olympics.
Timeline
Youth participation increased by 50% starting in 2020.
Ryder Noche was named NFL Flag Player of the Year in 2024.
Ashlea Klam was named NAIA Player of the Year in 2026.
The NFL debuted the Be The Story campaign on October 5, 2026.
Flag football will make its Olympic debut at the 2028 Los Angeles Games.
Season Trajectory
The NFL is positioning flag football as a core growth pillar by aligning its marketing efforts with the upcoming inclusion of the sport in the 2028 Los Angeles Games. This push mirrors the sport's rapid expansion into high school and collegiate athletic programs nationwide.
Readers can track the sport's institutional growth through the 40 states currently offering high school flag football and over 250 colleges hosting women's programs. This professional infrastructure suggests a broadening pathway for youth athletes to progress from local leagues to collegiate competition.
The takeaway
The NFL's investment indicates that flag football is transitioning from a recreational activity to a formal pipeline for elite competitive athletes. Fans and aspiring players can look toward the 2028 Olympics as the definitive benchmark for the sport's global professional standard.
What happens next
The professional flag football league is expected to launch prior to the 2028 Olympic Games.
Further reading
For more information on the sport's expansion, visit the Football section.
Source note: This article includes information reported by PRODU.
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Would you or someone in your household be interested in playing organized flag football?
