Dallas Cowboys Owner Jerry Jones Looks to Flag Football for NFL Global Expansion
Almost eight years ago, a significant discussion took place in a hotel room in California involving Jerry Jones, the owner of the Dallas Cowboys. It was during a summer interview in 2017 that he began to contemplate the potential of Olympic flag football as a means to enhance the global footprint of the National Football League (NFL). At that time, the NFL was keen on expanding its reach beyond U.S. borders, eyeing markets in the U.K., Europe, Canada, and Mexico.
Jones’s dream was ambitious: to create a full season of games played internationally, allowing for the possibility of a 33rd NFL team based outside the United States. However, he acknowledged a significant hurdle—the need to cultivate genuine interest in the NFL in regions where it was still an oddity, such as China. While other sports leagues had successfully tapped into these markets, the NFL was still searching for its path.
“I don’t have a good answer on China,” Jones remarked back then. “It’s daunting.”
He understood that while the numbers suggested potential success, the challenge lay in sparking local enthusiasm for football itself. Jones speculated that merely playing games wouldn’t suffice; instead, the NFL needed to create a culture where people felt compelled to pick up a football and play.
This thought has resurfaced with the exciting prospect of flag football being introduced at the 2028 Olympic Summer Games in Los Angeles. Jones believes that this could serve as a perfect opportunity to motivate people worldwide to engage with football, especially if NFL players are involved. The ongoing NFL meetings in Minneapolis are set to consider a proposal that would allow players to try out for their respective countries’ flag football teams in the Olympics, backed by reports indicating a strong chance this proposal will pass.
According to one NFC team president, “This is more about the good of the game than the good of the team. It’s an amazing opportunity for unprecedented growth and offers a unique lead into training camps.” An AFC team president echoed this sentiment, stating the inclusion of flag football in the Olympics is a logical step that would help integrate the NFL into the global sports community.
While the specifics around logistics are still being hashed out, several guidelines have emerged. For instance, each NFL team could allow one player to try out for a team representing another country, creating opportunities for multiple players from the same team to represent different nations. Additionally, flag football teams will need to adhere to medical care and safety standards, ensuring that players’ NFL schedules remain prioritized.
Despite concerns about injuries, especially given some past high-profile incidents in flag football, many believe that the potential benefits outweigh these risks. Historical data suggests that flag football has lower injury rates compared to traditional football, though no sport is without risk. The possibility of injuries has led to certain NFL contracts including clauses that restrict players from participating in flag football activities.
However, as the NFL seeks to break through the barriers to global acceptance—particularly in response to Jones’s concerns about tapping into international markets—there is a palpable excitement surrounding the Olympics. George Atallah, a former NFL Players Association executive, points out that many players are eager to represent their countries, much like their counterparts in the NBA have for decades. He suggests that obtaining an Olympic medal could be a significant highlight in a player’s career.
Moreover, flag football presents a unique opportunity for accessibility. Without the need for extensive equipment, it could take off much like soccer or basketball, especially in countries where resources may be limited. The simplicity of just needing a ball makes it more approachable for young players worldwide, thus fostering a broader interest in the sport.
Atallah argues that this opportunity could break down the gender barriers often seen in traditional football fields, allowing everyone—regardless of gender—to participate. This inclusivity can significantly impact the sport’s popularity, extending its reach across the globe every four years during the Olympics.
By involving NFL players in Olympic flag football, the league has a chance to cultivate a new generation of fans, promoting football as a sport that can be enjoyed by anyone. With every hand potentially holding a football, and interest rekindling in various countries, Jones’s dream of expanding NFL’s global presence might be closer to realization than ever before.
As the discussions move forward, the NFL stands on the brink of an exciting transformation that could redefine the landscape of American football worldwide, offering more than just a game—it could create a global community united by a shared passion for football.
