Although the 2028 Summer Olympics are still three years away, the inclusion of flag football as an official sport has already generated considerable excitement, particularly with the announcement that NFL players will be eligible to participate. Through a joint initiative called Vision28, the International Federation of American Football (IFAF) and the NFL successfully influenced the International Olympic Committee to approve flag football for the 2028 Games, alongside baseball/softball, cricket, lacrosse, and squash. The IOC made its decision in October 2023. Then, in May 2024, the NFL finalized its commitment by approving player participation during its annual spring meeting, which was a somewhat surprising move. In a league statement, NFL Commissioner Roger Goodell said, “It’s an incredible honor for any athlete to represent their country in the Olympics, which is the pinnacle of global sport.”
These developments raise two important questions: Will flag football become a popular Olympic sport? And is NFL player participation a significant risk for their franchises?
In the United States, football has emerged as the most popular sport. Baseball is often referred to as America’s pastime, but recent data suggests that football has taken the lead in popularity. In August 2023, Pew Research Center surveyed nearly 12,000 U.S. adults, asking which sports they would choose as America’s sport, even if they did not personally follow it. Football was chosen by 53 percent of respondents, with baseball a distant second at 27 percent.
While not as popular globally, American football generates more revenue than any other sport in the world. Reported by the Sports Business Journal, CFO Christine Dorfler stated that the NFL generated a record $23 billion in revenue during the last fiscal year, which concluded in March. Not only is the NFL the most profitable professional sports league in the world, but college football teams from the “Power Four” conferences consistently draw between 80,000 and 110,000 fans each Saturday during the fall. So, the sport is embraced on a national level. What about internationally?
Currently, one of the NFL’s top priorities is to grow the game internationally. They have taken significant steps to do so. This decade, the league has consistently added international games, with a record seven scheduled for 2025. During the 2025 regular season, games will be played in three continents, including three games in London, as well as additional games in Dublin, São Paulo, Madrid, and Melbourne. Each NFL team is guaranteed to play internationally at least once every eight years, according to NFL Football Operations.
Another area of interest is brand building. As part of its NFL Global Markets Program, all 32 teams have been granted international marketing rights in specific countries, helping them build brand awareness and expand their global presence. The league has invested in digital engagement by streaming games in other countries and multiple languages. They have also built strategic partnerships with companies such as SPORTFIVE, who collaborate with the league in areas of marketing, sponsorship, and fan engagement initiatives in Germany.
The NFL’s efforts for international inclusion has expanded to team rosters as well. Their International Player Pathway program has been designed to identify elite international talent and practice squads now include a designated 17th spot for a qualified international player.
Media Reach and Digital Engagement: The NFL actively uses digital media and partnerships to reach a global audience, according to Sportfive. This includes streaming games and content through platforms like Sina Weibo in China, having multilingual websites, and a strong presence on social media.
Grassroots Development: The league supports grassroots efforts to grow American football internationally, including partnerships with the International Federation of American Football and the NFL Flag program to encourage youth participation in the sport. The NFL has also been actively promoting flag football in countries like China, where it aims to reach 5 million flag football players by 2030, according to RCX Sports.
The thought of Patrick Mahomes or Justin Jefferson participating h
In August 2023, we asked nearly 12,000 U.S. adults the following question: “If you had to choose one sport as being ‘America’s sport,’ even if you don’t personally follow it, which sport would it be?” The question was part of a broader survey about sports fandom in the United States.
Evolving from rugby and soccer in England, American football has paved its own course to become
Rugby is a physical sport, but rugby athletes do not make the money than NFL players make. Therefore, NFL franchises are placing significant investments in these players.
Yes, NFL players will be allowed to participate in the flag football competition at the 2028 Summer Olympics in Los Angeles. This decision follows a unanimous vote by NFL owners at their Spring League Meeting in May 2025, which approved a proposal allowing players to represent their countries in the event.
It is a great honor to represent your country in the Olympics. tough decisions Justin Jefferson (Edwards with Patriots) These are difficult leadership decisions because of the contract investments. At the same time, you can understand why players would like to play for their country.