The British American Football Association has signed a partnership with Nike to support the Great Britain flag and contact American football teams through to 2028.
BAFA is partnering with Nike as the athletic giant expands its international commitment to flag football, also signing Canada and Mexico’s national federations.
The partnership reinforces BAFA’s mission of One Game, One Path to provide a unified direction for flag and contact football and deliver for athletes. Nike will equip Great Britain’s flag and contact teams, as well as informing innovation, access and development across the sport.
This 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 LA 2028 Olympic Games.
Collaboration with Nike aims to unlock innovation, opportunity and growth across British American football, with the partnership focusing on access for women and girls, in addition to supporting the national teams.
“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 the sport has come in Great Britain. To be part of that story, with Nike alongside us, is something I’m looking forward to and genuinely proud of.”
“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.”
“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, 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.”