Grace Amber Conway of Great Britain Photo by Pau Barrena/Getty Images The new flag football league from the NFL and TMRW Sports will officially launch next summer, and now it also has a name: Premier Flag.
The league and the sports media company (which is also behind the TGL golf league) announced the new branding Monday. Premier Flag will get underway well ahead of the 2028 Olympics in Los Angeles, where the sport will be prominently featured.
The NFL views flag football as a major growth engine, not only to get people interested in the full contact version of the game, but as a sport worth playing and watching in its own right. The inaugural season will be played in a purpose-built flag football stadium, the location of which is to be announced. Similarly, media rights for the first season are still being discussed, though the summer window gives it an opening, with only Major League Baseball as significant summertime competition (and a possible lockout may interrupt the next baseball season).
“Flag football is exploding in popularity, and Premier Flag is establishing itself as the destination for the world’s top women and men competing at the highest level of the sport. The Premier Flag brand represents where flag football is headed – elite, global and accessible – while setting a professional standard for the sport’s growing ecosystem,” said Brendan Donohue, president of flag football for TMRW Sports. “When we launch next summer, fans will have the opportunity to see these amazing athletes perform at their best, supported by Premier Flag’s world-class training, strength and conditioning, nutrition and coaching programs.”
“Premier Flag represents an exciting step forward in the continued evolution of flag football,” added Brian Flinn, NFL senior VP of global flag football. “Together with TMRW Sports, we’re building a global platform to showcase the world’s top flag football players and to engage fans in a premium experience, with the Premier Flag Showcase during Super Bowl LXI week providing an exciting first look at that vision. The launch of Premier Flag creates a new professional opportunity for the world’s best players and establishes the pinnacle of the sport’s growing global pathway.”
The NFL and TMRW Sports officially announced the league earlier this year, with all 32 team owners invested alongside institutional investors and celebrity investors like Silver Lake, Ariel Investments/Project Level, Bessemer Venture Partners, Blue Pool Capital, and Dynasty Equity, as well as Tom Brady, Peyton Manning, Serena Williams, Billie Jean King, Joe Montana and Alex Morgan.
In fact, Morgan’s TOGETHXR media and content company will provide social content strategy and production for the league, with Pivot Brand Group creating the brand name, positioning and visual identity of Premier Flag.
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