\u201cFlag is a major priority for the NFL. We really believe it\u2019s part of the future of our sport, and we want to invite everyone in to participate and engage,\u201d Marissa Solis, svp, global brand and consumer marketing, NFL, told ADWEEK.<\/p>\n
Created with the NFL\u2019s internal creative team, agency Zambezi, and FIN Studios\u2014and set against the backdrop of flag football\u2019s continued success\u2014the sports marketing<\/a> ad is all about athletes chasing their dreams. Solis said flag football participation has grown 40% since 2019, and the ad helps continue that momentum as the sport marches to the 2028 Summer Olympics in Los Angeles, where NFL athletes will participate in the game.<\/p>\n \u201cNo matter your gender, your ability level, it is such an inclusive sport, and I think the participation builds the fandom, and the participation builds the excitement for the overall sport of football, and that\u2019s why we\u2019re so excited about it,\u201d Solis said. \u201cIt symbolizes that football is for everyone, and we\u2019re going to continue to grow.\u201d<\/p>\n Likewise, Chiles noted the \u201clife-changing\u201d impact of sports.<\/p>\n \u201cThat opportunity should be accessible to every young athlete, especially girls, who dream big and work hard,\u201d Chiles said in a statement. \u201cFlag football sends such a powerful message that there is a path, and I\u2019m proud to be part of a campaign that helps open those doors for the next generation.\u201d<\/p>\n The NFL first prominently showcased its flag football efforts at the 2023 Super Bowl with a spot<\/a> featuring Mexican flag football player Diana Flores. Then, two years later, the league and its creative partners at 72andSunny again placed girls and women\u2019s flag football at the center of its Super Bowl ad with \u201cNFL Flag 50,\u201d<\/a> a spot that traveled back in time to 1985 and featured U.S. Girls\u2019 Junior National Team flag football player Ki\u2019Lolo Westerlund and celebs like NFL punter and current ESPN personality Pat McAfee.<\/p>\n Now, the latest installment of the NFL\u2019s flag initiative, which comes out at a time of year when participants start signing up for flag football, is about getting momentum and participation across the entire sport, with Jordan Chiles being a big get to give a nod to the women\u2019s side of the sport and NFL star Jayden Daniels giving weight to flag being a strong part of the NFL\u2019s future, too.<\/p>\n \u201cWe\u2019ve been on a journey to ensure that flag becomes an officially sanctioned sport in all high schools across all 50 states, so it is part of that\u2014making sure that the sport becomes official, that the sport becomes embraced, and that young people, both boys and girls, start to really participate and be part of something that could get them an NCAA scholarship, get them to the Olympics, or get them to the flag championships that are going to be broadcast on live TV in a major partner like ESPN,\u201d Solis said. \u201cThose things are why it was important to showcase both [men\u2019s and women\u2019s], and for it to come from our internal creative team as well.\u201d<\/p>\n Alex Cohn, partner at Zambezi and head of content at FIN Studios, echoed that sentiment in a statement, noting that inclusivity was a theme.<\/p>\n \u201cWe believe deeply in the power of sport to inspire, and as flag football opens doors for more young athletes, it\u2019s incredible to watch them showcase their skills and chase their goals\u2014on and off the field,\u201d Cohn said.<\/p>\n Moving forward, the NFL will continue to \u201celevate the narrative,\u201d Solis said, telling unique stories across everything from linear to digital and social.<\/p>\n \u201cYou\u2019re going to see very unique storytelling around the personal stories of all these athletes, because every one of these young people has a personal story to tell, and they\u2019re all chasing something,\u201d Solis said. \u201cYou\u2019ll start to see these stories go through social media, on digital as we continue to build it, and then that journey to [the L.A. Olympics] just gets more and more exciting.\u201d<\/p>\n
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