WHEN NFL comes to these shores for the annual London Series, British fans flock to stadiums in huge volume – such is the enduring popularity of American Football in the UK. And it is now also set for a resurgence as a participation sport – with its introduction as an Olympic Sport at Los Angeles 2028.

Last October, the International Olympic Committee (IOC) made the ground-breaking announcement that Flag Football – the non-contact version of the game – will join the Olympic sporting family – creating a once in a generation opportunity for the growth of the sport across these shores.

Globally, with over 20 million athletes across more than 100 countries playing the sport, Flag is one of the world’s fastest-growing sports disciplines. Its inclusive nature, welcoming players of all ages and genders, has been a key factor in its rapid expansion, particularly among women and girls – and the British American Football Association (BAFA) is committed to keeping pace.

BAFA Head of National Programmes, Tonye Dokubo said: “American Football as a participation sport in the UK has a rich history – but in recent years has become one of the best kept secrets on the British the sporting landscape. We have been working hard to change that and the introduction of Flag Football to the 2028 Olympics in LA provides us with an incredible opportunity to shine a light on our sport, boost interest and participation.

“Ever since the prospect of adding the sport to the Olympics was first mooted, we have been preparing and are confidently making strides to put our women’s and men’s teams in the best possible position to qualify, compete and potentially medal in LA28.”

Crucially, the induction of Flag Football as an Olympic Sport, meant that BAFA was able to apply for – and secure – meaningful Government funding for the first time its history. In July it was announced that it has been awarded an initial £250,000 from Sport England to build the infrastructure of the organisation and support its growth.

Considering that the sport has historically worked on a shoestring budget – funded almost exclusively by contributions from the impassioned ‘Britball’ community – the sport’s successes in recent years are all the more remarkable.

In the UK, Britball comprises numerous competitive leagues across the country in both Contact Football (the form of the game played in the NFL) and Flag, with national finals this year taking place over August and September culminating in Britbowl XXXVI taking place across the weekend of September 7-8 at Butts Arena, Coventry.

And at international level, Great Britain’s women’s Contact team are reigning world silver medallists and last season their male counterparts completed a stellar year – rising impressively in the European rankings.

In Flag Football, both GB Women and men will be competing at the International Federation of American Football (IFAF) World Championships in Finland later this month –  with both squads entering the competition with hopes high. GB Women are current European Champions while the men’s team are looking to build on their current seventh-placed continental ranking.

Despite the excitement that the Olympics spotlight may bring, Tonye is mindful that the journey does not end at LA28: “It is imperative to ensure that we create a legacy off the back of the 2028 Olympics. This is centred around a holistic development of American Football in the UK and entrenching it into the sporting landscape in the UK.”

Understandably – considering that the America will host the next Olympics – the NFL has been the driving force behind securing Olympic inclusion for the sport and immediately as the curtain fell on Paris 2024, it launched the “Light it Up” campaign – devised to celebrate Flag Football’s upcoming debut on the Olympic stage.  

Reminiscent of the iconic moment at the Barcelona 1992 Games, where an archer lit the Olympic torch with a flaming arrow, the “Light it Up” promotional film features global Flag ambassador Jalen Hurts. In a powerful display of unity and anticipation, Hurts ignites the torch at the LA Coliseum with a flaming football, symbolising the bright future of American Football at the Olympics.

More information about the national American Football finals can be found at – https://www.britishamericanfootball.org/2024/08/britbowl-36-and-2024-league-finals-confirmed/ The IFAF Flag World Championships is being streamed live from August 27-30 Lahti, Finland – full details on how to view are at https://www.americanfootball.sport/

Anyone interested in participating in American Football in the UK can use the BAFA club finder tool at – https://clubs.britishamericanfootball.org/