Serena Williams and Alexis Ohanian Lead Investment Bid for New NFL-Backed Flag Football League

Tennis icon Serena Williams and entrepreneur Alexis Ohanian are spearheading a significant investment bid to secure a franchise in the NFL’s forthcoming professional flag football league, a move that could redefine the commercial trajectory of the emerging sport. The couple, known for their active roles in sports ownership and technology, are positioning themselves at the forefront of what the NFL anticipates to be a key growth avenue both domestically and internationally.

The NFL’s proposal, unveiled earlier this year, aims to establish a professional flag football league by 2026, leveraging growing global interest in the non-contact format and its inclusion as an official event at the 2028 Los Angeles Olympics. Williams and Ohanian’s involvement signals increasing investor confidence in the commercial potential of flag football, particularly as a youth-driven, accessible, and media-friendly alternative to tackle football.

Their investment group is reportedly in contention to acquire one of the league’s initial franchises, which are expected to be awarded to a mix of ownership groups with backgrounds in sports, media, and venture capital. While financial terms have not been formally disclosed, sources suggest early valuations are in the mid-seven- to low-eight-figure range for franchise ownership—backed by the NFL’s operational support and brand strength.

In a public statement, Ohanian said, “Flag football represents one of the most exciting growth opportunities in global sport. We’re committed to building something that’s inclusive, entertaining, and scalable—and we believe the timing, with the Olympics on the horizon, couldn’t be better.”

Flag football has gained rapid traction in recent years, with participation surging across North America and abroad. The format’s lower barriers to entry and alignment with safety-focused sporting trends have made it particularly appealing to schools, communities, and youth sports programmes. The NFL has invested heavily in flag football development through its “NFL Flag” initiative, which operates in more than 15 countries and reaches hundreds of thousands of players.

From a business perspective, the proposed league offers a strategic extension of the NFL’s commercial ecosystem. It opens new inventory for sponsorships, broadcast rights, digital content, and youth engagement, all while positioning the league for long-term growth in underserved markets. Flag football’s inclusion in the Olympics is expected to significantly boost international awareness and present cross-promotional opportunities for the NFL and its partners.

The involvement of high-profile investors such as Williams and Ohanian also reflects a broader trend of athlete-led investment in sports properties. Both are already co-owners of Angel City FC in the National Women’s Soccer League and have backed several ventures at the intersection of sport, technology, and media. Their participation lends both financial credibility and cultural relevance to the project, particularly in targeting younger, more diverse audiences.

Regulatory and governance structures for the new league are still under development, but the NFL is expected to maintain a guiding role in its early operations. Franchise ownership criteria will likely balance financial strength with strategic fit, prioritising groups that can help amplify the league’s reach and impact.