The International Federation of American Football (IFAF) and LaSource have today announced a long-term partnership to co-create and implement a global media distribution, content, and production plan for Flag Football as the sport builds towards a landmark debut appearance at the Olympic Games. The announcement was made in Lausanne, Switzerland, whilst IFAF attended the annual Major Events International Hosts and Federations Summit. Together, IFAF and LaSource aim to expand visibility, grow media value, engage new fans, and unlock future commercial opportunities around what is already one of the world’s fastest-growing and buzziest sports disciplines. Flag Football is a high-speed, non-contact format of American football played by men and women across more than 100 countries. With strong youth appeal and the backing of the NFL, it combines athleticism and creativity, making it especially resonant with digital-first audiences. The sport is set to be among the most high-profile at LA28, with a prime downtown venue at the heart of the action, primetime scheduling and inexorable momentum, particularly following the recent announcement that NFL players will be permitted to trial for Olympic teams. LaSource and IFAF will jointly develop and execute a strategic media and content framework, spanning:

• The definition and deployment of editorial strategies and content formats that resonate across platforms and regions.
• A refreshed media rights packaging and usage model to support commercial and broadcast growth.
• A scalable production model that supports both elite and grassroots events, while remaining cost-efficient and globally adaptable.
• A commercial roadmap aimed at attracting new partners and monetisation pathways aligned with IFAF’s long-term ambitions.

“This is a defining moment for Flag Football. LA28 puts our sport on a global stage, and we want to make sure we’re ready for that spotlight,” said Pierre Trochet, President of IFAF. “LaSource understands how to take a next-gen sport and build real, lasting value around it. Their mix of media, sport and commercial experience is exactly what we need to help us unlock the full potential of this moment.” Leander Monbaliu, Partner at LaSource, added: “Flag Football is fast, inclusive and ambitious, a perfect fit for today’s global audience. We love working with sports that are on the rise, and IFAF has a clear vision for where this can go. Together, we’re focused on building a platform that empowers federations, athletes, fans and partners well beyond the LA28 milestone”