Nike backs Great Britain Football Programmes ahead of debut on the world’s biggest sporting stage.

Nike has signed Great Britain’s flag football as part of a major global push to grow one of the world’s fastest-rising sports — a move that could transform access to the game across the UK, particularly for girls. 

The sportswear giant announced new partnerships with the football federations of Great Britain, Canada and Mexico, expanding its long-standing commitment to flag football beyond the United States as the sport builds toward its debut on the world’s biggest sporting stage, the 2028 Olympics! 

For Great Britain, the deal marks a significant milestone. Nike will support women’s flag, men’s flag, and tackle football teams across both national squads and grassroots development programmes, providing elite-level kit while helping shape the future of the sport through innovation, athlete insight and participation growth. 

The partnership goes far beyond uniforms. Nike says it will work directly with British athletes and coaches to inform new product innovations designed specifically for flag football, while also helping create clearer pathways into the sport — especially for young people and girls who may not have previously had access. 

“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 Great Britain, we’re not just outfitting teams for 2028 — we’re investing in the future of football.” 

Flag football is experiencing rapid growth globally and is seen as a powerful entry point for girls during key years of athletic development. Nike’s approach reflects its broader strategy to close the gender gap in youth sport, an issue that has long affected participation rates in the UK. 

The brand’s track record in the space is already substantial. Since 2021, Nike has partnered with the NFL on a $5 million initiative to grow girls’ flag football in US high schools, a programme that helped expand the sport from just six sanctioned states to 40 states in under four years. That model, Nike says, will now begin to scale internationally through partnerships like the one with Great Britain. 

The company has also hosted women’s flag football events in the UK alongside the NFL, helping introduce the sport to new audiences and inspiring young athletes by showcasing elite female role models. 

BAFA CEO, Chad Ehlertsen said he is excited about the partnership and looks forward to progressing the very roots of the sport.  

He said: “Our partnership with Nike goes beyond elite performance. 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.”  

NFL Executive Vice President Troy Vincent said Nike’s support of federations like Great Britain’s is crucial as the sport’s international profile accelerates. 

“Flag football is one of the fastest-growing sports in the world,” he said. “Nike’s commitment strengthens international pathways for athletes — especially girls — to access the game and develop at the highest levels.” 

As global momentum builds toward 2028, Nike believes flag football could become a defining opportunity for nations like Great Britain to establish themselves on the international stage — not just competitively, but culturally — by embedding the sport at the grassroots level.