“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,” said Brendan Donohue, president of flag football for TMRW Sports. The new professional flag football league formed by the NFL and TMRW Sports will officially launch next summer under the name Premier Flag.
Premier Flag Sets Summer Launch Ahead of Olympics
The newly branded Premier Flag league will get underway well ahead of the 2028 Olympic Games in Los Angeles, where flag football will feature prominently on the program. The NFL views the discipline as a major growth engine designed to attract participants to the full-contact game while establishing flag football as a standalone sport worth playing and watching professionally. All 32 NFL team owners have invested in the venture alongside institutional backers and celebrity figures such as Tom Brady, Peyton Manning, Serena Williams, Billie Jean King, Joe Montana, and Alex Morgan.
The NFL and TMRW Sports have unveiled "Premier Flag," a new professional flag football league that will launch in the summer of 2027.The league says it will bring together the world’s best players to play flag football as a full-time career. pic.twitter.com/aEef0sZQwD
Stadiums and Media Rights Under Discussion
The inaugural season will take place in a purpose-built flag football stadium, though the exact venue location remains unannounced. Media rights packages for the first season are still actively being discussed. The summer competition window provides a strategic opening for the league, with Major League Baseball serving as its primary summertime competition, though a potential baseball lockout could alter the sports landscape during that period.
Executive Leadership Outlines Vision for Athletes
League executives emphasized that the brand identity reflects an elite, global, and accessible standard for competitors. Brendan Donohue stated that when the league launches next summer, fans will watch athletes perform supported by world-class training, strength and conditioning, nutrition, and coaching programs. Brian Flinn, NFL senior vice president of global flag football, added that the partnership builds a global platform, with a Premier Flag Showcase scheduled during Super Bowl LXI week to offer an initial look at the competition format.
Production and Brand Identity Partners
Behind the scenes, Alex Morgan’s TOGETHXR media and content company will handle social content strategy and production for the league. Meanwhile, Pivot Brand Group developed the official brand name, positioning, and visual identity for Premier Flag. The initiative creates new professional pathways for the world’s top players ahead of the 2028 Olympic showcase.
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