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The Great Britain women’s team secured consecutive European Championships in flag football in 2023 and 2025.
Pierre Ducrey’s curiosity about the NFL was piqued before he attended his inaugural game in 2020.
The game was Super Bowl LIV in Miami, where Patrick Mahomes led the Kansas City Chiefs to their first NFL title.
Ducrey, who assumed the role of sports director of the International Olympic Committee (IOC) in July, had the fortunate experience of sitting next to a prominent NFL commentator from a major television network.
“He was off duty that day and meticulously explained the game to me – the tactics, the nuances, the requirements for progression, and the strategies,” Ducrey told BBC Sport.
“I appreciate strategy in general, so I’ve become a genuine fan of the sport. I watch as many games as possible.”
Ducrey’s casual interest in American football mirrors that of numerous sports enthusiasts and athletes globally. Now, the IOC anticipates a deeper engagement with the sport over the next three years.
This anticipation stems from flag football’s upcoming Olympic debut in Los Angeles in 2028, where Great Britain could emerge as a strong contender for a medal.
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Flag football, a non-contact variant of American football, stands as the most inclusive and accessible form of the sport, boasting a global participation of over 20 million individuals across more than 100 countries.
Interest has surged since its inclusion as one of five new sports in the LA28 Olympic program, a development Ducrey has personally observed during flag football clinics within the Games’ PlayLA youth initiative.
“It was evident that young people are very enthusiastic about playing, as are both men and women,” he stated. “We are always excited to incorporate a new sport, particularly when it aligns strongly with the culture of the [host] country.”
“Flag football embodies the qualities we seek in a new sport. It is dynamic, innovative, and adds a unique element to the Games. Furthermore, it is easily integrated into a multi-sport event.”
This was evident during the World Games in 2022 and 2025, where Mexico triumphed over the USA in both women’s finals, while Great Britain secured fifth place in their World Games debut in August.
The International Federation of American Football (Ifaf) now comprises 79 member nations, underscoring the sport’s global appeal.
“We closely monitor this trend, and it is quite intriguing,” Ducrey added. “There has been a clear progression, and we are eager to see its impact on the LA Games.”
“While some may believe that only Americans engage in the sport, its reach is likely more universal than many realize.”
Most of the GB women’s team were introduced to the audience at the recent NFL game in London and had the opportunity to meet Lucy Bronze, another European champion in football.
Following a seventh-place finish at last year’s World Championships and fifth at this year’s World Games, the GB women’s team successfully defended their European title in Paris last month.
Last December, the British American Football Association (Bafa) received funding from UK Sport for the first time, allocating £500,000 towards the development of an Olympic performance program.
This funding, coupled with private benefactor investment, has enabled Bafa to provide GB players with enhanced support services and, for the first time, cover the majority of their expenses for travel to this year’s events in China and France.
Following an additional £500,000 grant from Sport England, Bafa has unveiled a new strategy to develop the UK game’s governance, infrastructure, and participation pyramid, which currently encompasses over 10,000 players and 150 clubs.
Moreover, the women’s team’s consecutive European championship victories have attracted increased interest from potential sponsors.
“It’s akin to rugby – consider the positive impact that the success of England’s women has had on their sport,” stated Chad Ehlertsen, who assumed the role of Bafa’s chief executive last year.
“I’ve endeavored to shift the mindset within the group, focusing less on winning and more on cultivating a positive culture and values. However, achieving short-term success only strengthens our efforts to ensure the long-term viability of flag football and GB’s continued high-level performance.”
While there was no men’s event at this year’s World Games, the GB men’s team finished fourth at the Europeans after placing 10th at last year’s World Championships, securing qualification for next year’s World Championships in Germany for both GB teams.
“This could serve as an early qualification pathway for the Olympics,” Ehlertsen noted. “We aspire to be competitive, making the upcoming year significant.”
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GB’s Emily Kemp (wearing the number 15 jersey) was recognized as the Most Valuable Player at the 2025 Championships.
The IOC has confirmed that the complete sports program for the Brisbane 2032 Olympics, including any additional sports proposed by the organizing committee, will be finalized as a single package in 2026.
This bodes well for flag football, as Australia is among the regions experiencing rapid growth in the sport, largely due to the influence of the NFL. The league operates its own international flag network, including Australia, and Melbourne will host the nation’s inaugural NFL game in 2026.
Since the LA vote, numerous Australian athletes from other ball-handling sports have expressed interest in transitioning to flag football. The early decision for Brisbane ensures that potential crossover athletes will know well in advance of flag’s Olympic debut whether the sport is guaranteed another Games appearance.
Henry Hodgson, general manager of NFL UK & Ireland, told the BBC that the league’s “intent is for flag to be in the Olympics in 2032 and beyond”.
Ehlertsen added: “The [2028] Olympics is the start for us, not the end.
“There’s a professional league coming and Brisbane’s in discussion, we’re trying to build something for the future.”
While an independent professional flag league had already been proposed, NFL commissioner Roger Goodell announced last week that America’s largest sports league intends to launch professional men’s and women’s flag competitions before LA28.
NFL players have also received permission to compete in LA, raising the possibility of an American football “Dream Team.” This development is certain to attract more curious fans to the sport, much like Pierre Ducrey’s immersive introduction in 2020.
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