The International Olympic Committee will soon weigh evidence from the NFL’s Melbourne staging as it finalises which sports make the Brisbane 2032 core programme. League executives have framed Friday’s regular-season Rams v 49ers fixture at the MCG and an accompanying run of community events as proof that flag football can deliver both mass audiences and grassroots momentum.
The MCG, which can hold about 100,000 spectators, served as the anchor of the campaign. Victoria won a competitive process to host the game, and the state government is reportedly paying in excess of ₦10m in hosting fees. The NFL expects strong commercial returns from ticket sales, with many fans paying hundreds of dollars for entry, and has used the high-profile match to underline the sport’s reach.
Festival programming in Melbourne included a flag field inside Kia Arena as part of a three-day fan festival, a Friday showcase featuring Australia and New Zealand players, and a crossover clinic with Collingwood and the Seattle Seahawks. The league’s international events boss Peter O’Reilly told delegates at the SportNXT conference, "Flag football is a huge part of our effort," adding the sport is "one of the fastest-growing sports in the world" and that the NFL was "very hopeful it’s on for Brisbane 32." Chief marketing officer Tim Ellis said the league was "still working hard" on having flag football in Brisbane.
Support for Olympic inclusion has also come from coaches and officials. 49ers coach Kyle Shanahan, speaking from personal experience, acknowledged the game’s differences from tackle football but said, "It’s definitely different... The more football they can get, however they can get in the Olympics, I’m definitely for that." Off the field, commissioner Roger Goodell pledged a flag football kit for every Australian school; the first kits arrived in Queensland late last month and earned praise from the state’s Olympic and Paralympic Games minister, Tim Mander.
On performance, Australia placed 12th in both the men’s and women’s flag-football world championship in Germany last month. With only six men’s and six women’s teams to qualify for Los Angeles 2028, Olympic slots are scarce, which raises the stakes for national programmes and the NFL’s inclusion push.
The IOC is finalising core sports for the 2032 Games this year, with the overall process expected to conclude before the end of the year or in early 2027. The league intends to present the Melbourne match and fan activity as concrete proof that flag football can attract spectators and grow participation, a line of argument that will be tested as the Olympic programme decision approaches.
