There’s already been plenty of buzz around the 2028 Los Angeles Olympics in the days following the conclusion of the Paris Games, but one new wrinkle coming in four years is turning more heads than the rest.

After the U.S. won the overall medal count in Paris, anchored by golds in marquee tournaments like basketball and soccer, American fans are getting excited about the prospect of a dominant performance in the Olympic debut of men’s and women’s flag football. 

Even active NFL players are showing their support and desire to potentially compete in the next Summer Games. But there’s confusion, too, over which nations and athletes will compete, what the flag football games will look like, and why the most popular sport in the U.S. is headed to the Olympics at all.

Are You Ready for Some Football?

Here’s everything fans need to know about flag football at the 2028 Los Angeles Olympics:

NFL players, both active and retired, are likely to compete. Many, like Dolphins receiver Tyreek Hill (above), Cowboys pass rusher Micah Parsons, and former tight end Rob Gronkowski, have expressed their desire to represent Team USA. League leaders are open to that possibility. “The player interest is real and palpable,” NFL EVP Peter O’Reilly said last fall. “There’s a desire to work through with these stakeholders and get to that outcome.” NFL commissioner Roger Goodell has called Olympic flag football a “great opportunity” for the league and its players.

The NFL supported the effort to include flag football in the Olympics. The International Federation of American Football (IFAF) led the bid, which was approved by the International Olympic Committee in October. During the Paris Games, the NFL released an ad featuring Eagles quarterback Jalen Hurts touting flag football in 2028.

A variety of countries will compete in Los Angeles. The exact competition format of flag football at the 2028 Olympics hasn’t been revealed, but the 2022 World Games featured two eight-team tournaments. The U.S. took gold in the men’s competition, while Mexico won the women’s, with the U.S. earning silver. The U.S., Mexico, Italy, France, Panama, and Austria each qualified for both the men’s and women’s tournaments. IFAF has 75 member nations. 

NFL players may represent countries other than the U.S. During the 2023 season, 88 foreign-born players participated in at least one play of an NFL game. Players with dual nationalities could also opt to represent a foreign country. Australia, Canada, Germany, Nigeria, and the U.K. all had multiple countrymen hit NFL fields.

Olympic flag football will be a 5-on-5 competition. Featuring two 20-minute halves, games will be played on a field that’s 50 yards long and 25 yards wide, with two 10-yard end zones. Teams will have four downs to get a touchdown. Venues have not been determined.

On, the upstart sportswear company backed by Roger Federer, posted another strong quarter of sales, further solidifying its place as a threat to legacy brands.

The Swiss brand founded in 2010 announced Q2 sales of $657 million on Tuesday, a 27.8% increase over last year, and saw a slight gross profit margin uptick to 59.9%. The growth was fueled by 73.7% growth in the Asia-Pacific region as well as 63% growth in its apparel category.

However, the earnings report wasn’t purely positive for On, as its adjusted earnings per share fell short of Wall Street estimates. The brand faced headwinds in its supply chain that affected direct-to-consumer and wholesale growth, even though both channels saw close to 30% increases versus 2023.

This led to a double-digit dip in the premarket open for On Holding AG stock Tuesday, though it ultimately recovered and was up 5% for the day. The brand’s stock is up 55% year to date, and it is one of the biggest beneficiaries of Nike’s 2024 struggles. The Swoosh’s stock dropped more than 30% this year and the company has laid off thousands of employees.

Competing With the Big Boys

During the 2021 Tokyo Olympics, On sponsored around 20 athletes. In Paris, On backed 66 athletes, highlighted by bronze medals from world No. 1 tennis player Iga Świątek (above) and marathon runner Hellen Obiri.

The increase in athlete sponsorships highlights how On has become an established brand in athletics—specifically in tennis and running. In June, On partnered with actress Zendaya, star of the tennis film Challengers, in an effort to bridge lifestyle and tennis branding together.

“In a space where established brands historically had a monopoly almost on the headlines of innovation, athlete stories and sporting emotion, we firmly placed ourselves, we believe not just as a contender, but a leading sportswear brand with a strong point-of-view,” said On’s executive co-chairman David Allemann.

Nike isn’t the only sportswear company that On—alongside other growing brands like Hoka and Asics—has posed a threat to. Puma and Lululemon have also seen double-digit stock drops this year, while Under Armour’s stock has dropped nearly 7%. 

The Diamondbacks have already been facing growing challenges with the 26-year-old Chase Field (above). Now climate change is uncomfortably adding to the list.

While the MLB club has spent more than a year actively trying to develop a framework to upgrade the ballpark, a historically hot Phoenix summer has greatly taxed the facility’s air-conditioning system, in turn exacerbating the renovation needs. 

Phoenix on Tuesday recorded its 79th consecutive day of least 100 degrees, surpassing a prior city record of 76, with no end in sight as more triple-digit temperatures are forecast for at least the next two weeks. Even before this latest heat wave, the Arizona capital was identified as a particular problem area in a much larger wave of global climate change. 

All that has strained the ballpark’s efforts to establish an interior temperature of 75 degrees. A chilled-water facility adjacent to the ballpark is used to cool the Chase Field air. But the ongoing local heat and a 17% boost in team attendance following last year’s surprise run to the World Series has impaired the system’s ability to maintain that cooler temperature—to the point where some players have complained about cramping and overly humid conditions for an indoor ability.

“We are making the best of a system that is over 26 years old and has been regressing year after year,” Diamondbacks president Derrick Hall told The Arizona Republic. “This is another example of why we need to find a solution and partnership to stay at Chase Field, which is our preference. The HVAC system is a top priority for an overhaul.”

What Does This Mean for Las Vegas?

The Arizona situation also offers a cautionary tale for Las Vegas, the future home of the A’s and another U.S. epicenter of soaring summer temperatures. Though plenty of questions remain about the proposed domed ballpark on the Las Vegas Strip, the A’s are considering a different type of system in which cooling is activated under individual seats.

Modeled in part after the Golden 1 Center in Sacramento, the seat-specific system for air conditioning is designed to be much more targeted and energy-efficient than traditional methods. 

Milwaukee Musings

Much further north, the Brewers are wrestling with a very different type of issue: how to maximize the footprint of American Family Field and take full advantage of a roughly $500 million public funding package approved last year to renovate the facility. 

The club this week sent an email survey to roughly 37,000 fans on its mailing list, seeking sentiments on various ideas under consideration. They include a mixed-use development surrounding the ballpark, a reworked family zone, and different types of premium-level seating. 

Very similar to other real estate efforts connected to stadiums and arenas, the Brewers’ possibilities for their project could include bars, restaurants, and live entertainment—further enhancing the area’s usage not only before and after baseball games but also on non-game days.