The NFL’s unexpected bet on flag football is working. With younger viewers watching traditional sports less than previous gens (at least in the same way), leagues across the board have been doing whatever they can to expand their audiences. For the NFL, that means getting more people to play football. That’s why the NFL Foundation has been pouring millions—$192M since 2025—into growing flag, including donating free equipment to 40K schools. As YPulse has shared before, flag football has grown at an incredible pace among teen girls, and the NFL reports that roughly 800K 6-17-year-old girls now compete in some capacity. While some may find it ironic that the league is supporting a version of the sport that is less violent and more open to women, their goal is to “develop fans over the long term,” and flag being more approachable to more players is what has fueled its massive growth. (Bloomberg)
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