NIKE TO SUPPORT GREAT BRITAIN TEAMS
The British American Football Association (BAFA) has signed a partnership with Nike to support the Great Britain flag and contact American football teams through to 2028.
The deal comes as the athletic giant expands its international commitment to flag football in the build-up to the sport’s debut at the Los Angeles Olympic Games in 2028, and joins similar arrangements struck with both the Canadian and Mexican national federations. The partnership reinforces BAFA’s mission of One Game, One Path to provide a unified direction for flag and contact football and will not only the British representative teams, but also inform innovation, access and development across the sport.
“Partnering with Nike is really special,” commented Great Britain Women’s Flag wide receiver/defensive back Marta Mathews. “As an athlete, having the backing of a brand that’s been part of so many iconic moments in sport means a lot. It’s not just about what you wear, it’s about feeling supported in the work you put in every day.
“As I look ahead to Olympic qualification, that support really matters. The journey isn’t always easy, and knowing you’ve got a partner who believes in you and the bigger picture gives an extra boost. It also makes you stop and reflect on how far British sport has come. To be part of that story, with Nike alongside us, is something I’m looking forward to and genuinely proud of.”
The partnership comes at a key moment for BAFA’s national programmes, with their recent restructure, newly-appointed head coaches and Great Britain’s flag football teams looking ahead to qualification for the LA28 Olympic.
“Our partnership with Nike goes beyond elite performance,” added BAFA CEO Chad Ehlertsen. “From flag to tackle, Nike’s global leadership and dedication to growing the game will help us innovate, compete at the highest level, and inspire the next generation of British American football athletes across the UK.”
Furthermore, the collaboration is designed to unlock opportunity and growth across British American football, with the particular focus on access for women and girls, in addition to supporting the national teams.
“What excites us most is the role flag football can play in opening doors for the next generation of athletes around the world, especially girls who haven’t always had access to the game,” said Ann Miller, EVP of global sports marketing at Nike.
“By partnering with Mexico, Canada and Great Britain, we’re not just outfitting teams for LA28, we’re investing in the future of football. We’re listening to athletes, we’re innovating with them, and we’re working together to build pathways so every kid who wants to play around the globe has the chance to step onto the field. That’s how the game grows, and that’s what this moment is all about.”