NFL partners with TMRW Sports and world-class investors and athletes to launch new professional flag football league

NFL flag football league launches with TMRW Sports backing from Serena Williams and Steve Cohen

James Okafor | GlobalBeat

The NFL partnered with Tiger Woods-founded TMRW Sports to launch a professional flag football league backed by Serena Williams, Steve Cohen, and other athletes and investors.

The new league will field 8 teams in major US markets starting 2025 with televised games scheduled during the NFL’s offseason.

Flag football participation has grown 30% since 2020 among youth athletes as parents seek safer options than tackle football. The NFL sees the non-contact sport as key to expanding its global audience.

NFL commissioner Roger Goodell called the venture “the most significant development in professional football since the AFL-NFL merger” at the announcement held Monday at Los Angeles’ SoFi Stadium. He said the league represents a $500 million investment over five years.

The investment group includes tennis legend Williams through her venture capital firm, Mets owner Cohen investing $100 million, and NBA stars LeBron James and Chris Paul. Retired NFL quarterbacks Tom Brady and Peyton Manning also hold minority stakes, the league confirmed.

Eight franchises will launch in 2025, including teams in New York, Dallas, Miami, and Los Angeles. Each team carries a $10 million salary cap with 12-player rosters selected through a draft the NFL announced for next April.

Games feature 7-on-7 formats on 50-yard fields with modified timing rules and no blocking below the waist. The league approved spring and summer scheduling, primarily Thursday nights and Saturday afternoons avoiding NFL broadcasts.

The NFL’s international committee flagged flag football as its primary vehicle for Olympic inclusion beyond 2032. More than 120 countries now sanction the sport through their national federations, according to the International Federation of American Football.

Viewership data from NFL Network shows youth flag championship games drawing 1.2 million viewers last year without promotion. Cable executives told reporters the spring flag football schedule complements rather than competes with NFL broadcasts.

The league anticipates $150 million in revenue during its first season through media rights, sponsorships, and ticket sales, according to financial projections TMRW Sports shared with investors. Target demographics include players aged 12-18 and their parents.

Background

The NFL began promoting flag football through its Physical Education Program in schools starting 1998, with 6 million students now participating annually across 41 states. The initiative marked the league’s first systematic investment in youth development beyond financial aid.

The sport stakeholders, originally a recreational activity, started organizing youth tournaments in 1991. The discipline has grown rapidly globally, with France establishing a semi-professional league in 2014 and the UK hosting annual university championship events attracting 10,000 competitors.

What’s Next

The first player combine takes place March 2025 at Disney’s ESPN Wide World of Sports in Florida, with open tryouts across eight cities set for this fall. The league will announce its initial coaching hires by September.