LONDON, ENGLAND - OCTOBER 13: The Chicago Bears faced off against the Jacksonville Jaguars at ... More Tottenham Hotspur Stadium in London, England, as part of the NFL's international series during the 2024 regular season. (Photo by Richard Heathcote/Getty Images) Getty Images Although the 2028 Summer Olympics are still three years away, the inclusion of flag football as an official sport has already generated considerable excitement, particularly with the announcement that NFL players will be eligible to participate. Through a joint initiative called Vision28, the International Federation of American Football (IFAF) and the NFL successfully influenced the International Olympic Committee to approve flag football for the 2028 Games, alongside baseball/softball, cricket, lacrosse, and squash. The IOC made its decision in October 2023. Then, in May 2024, the NFL finalized its commitment by unanimously approving player participation during its annual spring meeting, an anticipated move. In a league statement, NFL Commissioner Roger Goodell said, “It’s an incredible honor for any athlete to represent their country in the Olympics, which is the pinnacle of global sport.” These developments raise two relevant questions: Will flag football become a popular Olympic sport? And is NFL player participation a significant risk for their franchises? The NFL’s Pursuit of International Growth In the United States, football has emerged as the most popular sport. Baseball is often referred to as America’s pastime, but recent data suggests that football has taken the lead in popularity. In August 2023, Pew Research Center surveyed nearly 12,000 U.S. adults, asking which sports they would choose as America’s sport, even if they did not personally follow it. Football was chosen by 53 percent of respondents, with baseball a distant second at 27 percent. While not as popular globally, American football generates more revenue than any other sport in the world. Reported by the Sports Business Journal, CFO Christine Dorfler stated that the NFL generated a record $23 billion in revenue during the last fiscal year, which concluded in March. Not only is the NFL the most profitable professional sports league in the world, but several college football teams from “Power Four” conferences consistently draw between 80,000 and 110,000 fans each Saturday during the fall. So, the sport is embraced on a national level. Currently, one of the NFL’s top priorities is to grow the game internationally. They have taken significant steps to do so. This decade, the league has consistently added international games, with a record seven scheduled for 2025. During the 2025 regular season, games will be played in three continents, including three games in London, as well as additional games in Dublin, São Paulo, Madrid, and Melbourne. Each NFL team is guaranteed to play internationally at least once every eight years, according to the NFL Football Operations department. Another area of interest is brand building. As part of its NFL Global Markets Program, all 32 teams have been granted international marketing rights in specific countries, helping them build brand awareness and expand their global presence. The league has invested in digital engagement by streaming games in various countries and in multiple languages. Additionally, the league has formed strategic partnerships with companies such as SPORTFIVE, a marketing agency that assists with sponsorship, branding, and fan engagement efforts in Germany. MORE FOR YOU Aside from media initiatives, the NFL has attempted to enhance international inclusion by broadening participation. One example of this is the expansion of team rosters to include international players. The NFL’s International Player Pathway program is designed to identify elite international talent, and practice squads now feature a designated 17th spot for a qualified international player. Additionally, the league has made efforts to help develop and promote international flag football programs in countries such as China, with a goal of reaching 5 million football players by 2030, according to RCX sports. NFL Player Safety Concerns at the 2028 Olympics New England Patriots running back Robert Edwards dives over the goal line to score on a 1-yard ... More touchdown run during the 1998 AFC Wild Card Playoff Game on January 3, 1999 at ALLTEL (now EverBank) Stadium in Jacksonville, Florida. (Photo by Chris Covatta/Getty Images) The steps outlined above highlight the NFL’s commitment to building an international platform. These initiatives pave the way for the 2028 Olympics in Los Angeles. With the inclusion of flag football, the NFL has a unique opportunity to showcase some of its star players on a global stage. Although participants will not be playing tackle football, their involvement still carries significant risks. Some of the most experienced flag football players in the world do not play in the NFL and specialize in this variation of the game. Of course, injuries can occur anywhere and at any time. A true competitor is eager to compete and, in this instance, to represent their country. On the other hand, there have been instances in the past when elite professional athletes have sustained unfortunate injuries outside of their respective sports. One notable example is Robert Edwards, a former running back and first-round pick of the New England Patriots in 1998. Edwards had an outstanding rookie season, rushing for over 1,000 yards and scoring 12 touchdowns. However, during Pro Bowl weekend in Hawaii, he suffered a devastating knee injury while playing in an NFL-sanctioned flag football game on the beach. His leg landed awkwardly in the sand as he jumped to catch the football, resulting in an injury so severe that he nearly required amputation. Unfortunately, Edwards missed the next three seasons but made a valiant comeback for his final professional season with the Miami Dolphins. His story is not only heartbreaking, but it also highlights the unpredictable nature of the sport. Though the circumstances were different, Paul George is another case of an athlete getting injured playing outside his usual competitive environment. In 2014, the former Indiana Pacers basketball player suffered a serious leg injury during a Team USA Basketball scrimmage. At the time, ESPN’s Brian Windhorst reported that the distance between the basket stanchions and the court were closer than a typical NBA game. These incidents are isolated and can be considered freak accidents. However, from a business perspective, NFL teams likely maintain a degree of caution given their substantial investments in their star players. At the same time, many NFL athletes grew up playing flag football and are enthusiastic about the prospect of competing in the Olympics. During an NFL press conference in May, Minnesota Vikings wide receiver Justin Jefferson expressed his excitement, saying, “To think about the chance of playing in the Olympics and getting a gold medal, it’s a dream.” Jefferson has been a vocal advocate for the NFL’s global expansion and supports player participation in the Olympic Games. ORLANDO, FLORIDA - FEBRUARY 02: Justin Jefferson #18 of the Minnesota Vikings has his flag pulled by ... More Derwin James Jr. #3 of the Los Angeles Chargers during the first quarter in the NFL Pro Bowl Games at Camping World Stadium on February 02, 2025 in Orlando, Florida. (Photo by Mike Ehrmann/Getty Images) Getty Images There Is No Reward Without Taking Risks In both sports participation and business, risks are always present when pushing limits or attempting to scale. The NFL has fully committed to penetrating international markets and expanding its global audience. There is evidence that suggests international interest in the NFL is increasing. According to NFL.com, international viewership for the Super Bowl rose by 10 percent in 2024 compared to 2023, followed by a 3.2 percent increase in 2025 from the record-setting 2024 audience. The league’s global strategy has certainly had its successes. As previously noted, the participation of NFL players in the 2028 Olympics brings excitement, but it also presents unique risks. Football inherently carries physical concerns that set it apart from many other Olympic sports. Additionally, NFL athletes are accustomed to tackle football, and competing in a different format under a new set of physical demands may present challenges. How significant of an issue will this be? That remains to be seen, but it is a consideration for stakeholders. Editorial StandardsReprints & Permissions