Brady, Serena and Tiger back new NFL sport as mystery league gains momentum

The NFL is doubling down on a fast-rising sport, confirming plans to launch a professional flag football league backed by some of the biggest names in global sport.

The league said on Monday it is partnering with Tiger Woods’ TMRW Sports to build the competition, with investors including Tom Brady, Peyton Manning and Joe Montana.

Star power signals serious sport push

The scale of backing highlights the NFL’s intent to turn flag football into a major global sport.

A wide group of current and former NFL players are investing, including Larry Fitzgerald, Russell Wilson, Eli Manning, Bobby Wagner, Justin Tuck, Ryan Nece and Dhani Jones, as well as current player Arik Armstead.

Global sport figures are also backing the league, including Serena Williams, Billie Jean King and former USWNT star Alex Morgan, alongside Ilana Kloss.

“This is going to be a proving ground for all those young players,” Fitzgerald said, pointing to the sport’s rapid growth and future potential.

A sport growing at speed

Flag football is already one of the fastest-growing sports globally, with around 20 million players worldwide.

In the United States alone, youth participation has reached approximately 4.1 million players, marking an increase of more than 50 percent since 2020.

The sport is now played at high school level in 39 states, with participation among young women rising sharply, including nearly 60 percent growth between 2024 and 2025.

Olympic sport strategy taking shape

The NFL said the league will feature both men’s and women’s competitions, aligning with flag football’s Olympic format ahead of its debut at the 2028 Los Angeles Games.

The new league is expected to complete a pathway from youth and school sport through to professional competition and ultimately the Olympics.

However, key details are still unclear. The NFL has not confirmed the league’s name, structure or player selection model.

Millions committed to launch

NFL teams have authorised an investment of up to $32 million through their investment arm, 32 Equity, to support the league’s launch and operations.

TMRW Sports, co-founded by Tiger Woods and Rory McIlroy, was selected after an evaluation process involving multiple potential operators.

The NFL and TMRW Sports said planning and design work will continue in the coming months, with a launch timeline expected to align with the build-up to the 2028 Olympics.

With global stars, rapid growth and Olympic momentum behind it, the NFL’s latest move into sport is gathering pace, even as the biggest details remain under wraps.