NFL Diversifies IP Strategy Ahead of 2028 Olympics
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The league is leveraging flag football expansion and international growth to hedge against linear decay and maximize the Los Angeles Games window.
The NFL is aggressively diversifying its intellectual property portfolio as it looks toward the end of the decade, according to reporting from Sports Illustrated. Central to this strategy is the growth of flag football leading up to the Los Angeles 2028 Olympic Games.
NFL Executive Vice President Jeff Miller and other league officials detailed a roadmap that includes the launch of a professional flag football league in partnership with TMRW Sports. The league is currently testing rules and game formats for this venture. The push comes as the NFL seeks to capitalize on the 2028 Olympics, where six men's and six women's teams will compete. To date, the U.S. (host), Canada (men's and women's), Italy (men's), and Mexico (women's) have secured spots. Sports Illustrated reports that over 200 NFL players, representing more than 25 countries, have expressed interest in competing.
Beyond the Olympics, the NFL is targeting the youth and collegiate pipeline. The NFL Flag Championships in Indianapolis recently drew 3,500 players and 350 teams, while a high school girls' final broadcast on ABC reached 1.1 million viewers. Currently, 24 states recognize girls' flag football as a varsity sport, and the NCAA could vote in January 2027 to establish a national championship for the spring of 2028.
On the media side, the NFL is evaluating market opportunities and maintaining dialogue with partners, though it has not confirmed early renegotiations of major contracts. According to Sports Illustrated, the league's current agreements include exit windows after 2029 and 2030. The league also declined to confirm if it activated any provisions regarding the change of control at Paramount following its deal with Skydance.