AFLE, WARRIORS EXPLORED MONARCHS NICKNAME OPTION
The American Football League Europe considered reviving one of the most recognisable brands in British American football history before ultimately confirming the London Warriors as its inaugural UK franchise earlier this year.
Speaking during AFLE’s pre-kickoff press conference on Wednesday, league COO and managing director Moritz Heisler revealed that the possibility of resurrecting the London Monarchs identity had been seriously explored, including discussions with the National Football League itself. The comments offer fresh insight into a lengthy and often opaque process that delayed the public launch of the London franchise until just weeks before AFLE’s inaugural season begins this weekend.
Asked directly whether the Monarchs name had been discussed internally, Heisler confirmed: “Yes, we checked based on the challenges that we had with the UK charity/IP rights [involved with the Warriors organisation], which is very complicated for somebody from Europe to be honest.
“Obviously, we have been reaching out to the NFL as well, like some other teams using NFL or former NFL Europe names. They were open to [the AFLE using] the name, and we’re still in talks obviously with the respective people for the future.”
The London Monarchs remain one of the most iconic names associated with professional American football in Britain. Originally launched as part of the World League of American Football in 1991, the club won the inaugural World Bowl before later becoming the England Monarchs during the NFL Europe era. Though dormant for decades, the branding still carries considerable nostalgic weight among British fans. Ultimately, however, the AFLE decided to align itself with the long-established Warriors nickname, a decision Heisler repeatedly framed as being rooted in the programme’s community ties and long-term sustainability rather than pure branding value.
“It is about the brand, the programme and especially the people behind it,” Heisler said. “Because, as I’ve said before, anybody can come in and build a team with a lot of money, but we wanted the ties to the community.”
Specifically highlighting long-time Warriors figures including Tony Allen and son Marvin, respectively the head coach and GM of the AFLE side, Heisler emphasised wanting ‘people with the connection to the NFL Academy like Tony and, with Marvin, somebody who won a Super Bowl ring’, something few Europeans can claim.
Heisler also referenced the programme’s wider coaching and player pedigree, noting that one former London Warriors player is now ‘the reigning Super Bowl champion and DC with the Seattle Seahawks’, an obvious reference to Aden Durde’s progress from the British leagues to the highest NFL accolade.
The AFLE executive also admitted, however, that the London rollout had been slower than anticipated, citing legal complexities, infrastructure challenges and issues outside the league’s direct control.
“The London Warriors have been in our discussions internally for quite a while, since last year already,” Heisler explained. “There have been some outside topics like IP rights for example which, in connection with UK charity law, is not very easy to solve.”
He added that the process involved discussions around ‘where the programme wants to go’ and whether ‘the London Warriors will be part of it’, while also pointing to the practical difficulties of securing suitable venues in the British capital.
“Infrastructure is also a challenge in London, even though they have a ton of soccer clubs and leagues there,” Heisler said. “It’s not that easy to just find a stadium that fits our, let’s say, needs and requirements.”
The AFLE eventually announced the Warriors as part of its inaugural eight-team line-up alongside clubs including former ELF giants Rhein Fire, Vienna Vikings and Berlin Thunder — two of whom take their names from NFL Europe lore — even though branding, ticketing and operational details emerged considerably later than elsewhere around the league.
“That is 100 percent something that we need to do better when we’re adding more teams in the future,” Heisler acknowledged. “But now we’re having a sustainable programme that has been there for a long time.”
For now, the Warriors name will lead AFLE’s push into the UK market, but Heisler’s remarks suggest the idea of reviving the Monarchs brand — one of the few European American football identities still capable of resonating beyond the existing hardcore audience — has not entirely disappeared.