As the Olympic Games in Paris come to an end, the spotlight has quickly shifted to the next big games set to be hosted in Los Angeles in 2028. As global sporting fans speculate what sports they might see in the next games, the NFL has announced the official inclusion of men’s and women’s flag football on the LA28 sports program.
To announce the addition of the sport and celebrate its inclusion in the games, the NFL, in partnership with the International Federation of American Football (IFAF) and LA28, launched an epic handover spot ‘Light It Up,’ featuring Philadelphia Eagles quarterback and Global Flag Football Ambassador Jalen Hurts. Directed by Paul Mitchell out of Untold studios, the video shows Hurts igniting the LA Coliseum torch with a flaming football, signalling flag as an official sport at LA28, inspired by the iconic archer lighting the Olympic torch with a flaming arrow at the Olympic Games Barcelona 1992 Games.
“The Olympic handover from Paris to Los Angeles is an amazing opportunity to have our global flag ambassador Jalen Hurts kickstart the excitement around the inclusion of men’s and women’s flag football in the 2028 program,” said Peter O’Reilly, executive vice president of club business, international and league events. “As one of the fastest growing sports globally, flag football has incredible momentum, and LA28 will spotlight the sport at the highest level and on the world’s biggest stage.”
Played by an estimated 20 million people in more than 100 countries across six continents, flag football is a short, fast, non-contact and gender-equal format. It is the most inclusive and accessible format of football, played by people of all ages and genders, with women and girls driving some of the sport’s fastest growth.
“As we celebrate the successes of Paris 2024 and the ball is thrown to LA28, we have no doubt flag football is going to light up the Games when it makes its debut in four years’ time,” said IFAF president, Pierre Trochet. “Young, fast, creative and played by outstanding athletes, including our global flag football ambassador Jalen Hurts, the format is the perfect fit for the Games of a new generation. Together with our partners the NFL, we share a commitment to driving the international development of American football forward and believe that flag’s inclusion in Los Angeles will further accelerate the extraordinary participation growth we are seeing worldwide.”
Untold Studios director Paul Mitchell adds, “This is one of those iconic briefs that you have no choice but to go all out for when it lands on your desk. The Olympic Games is such a special sporting event, so to get the opportunity to light the torch for the LA28 Games at the Historic LA Coliseum for Flag Football with Quarterback star Jalen Hurts makes it all the more special for me. Massive thanks to the NFL team for having me and the Untold Studios team on this project.”
