USA Football Announces Partnership with Under Armour

Two large partnerships have been announced in football, as a pair of major brands are aligning themselves with the sport.

USA Football, the sport’s governing body in the United States, has announced a multi-year partnership with Under Armour through the 2028 Summer Olympic Games in Los Angeles. The sportswear company is the new official and exclusive uniform, apparel and footwear partner of USA Football, including the men’s and women’s national teams.

“USA Football is committed to growing the game of football across all disciplines, including tackle and flag,” said Scott Hallenbeck, USA Football chief executive officer. “We truly believe this partnership with Under Armour will reshape the game from the youth level to our elite national teams. We are beyond excited to partner with Under Armour on the heels of the IOC’s announcement that football will be part of the 2028 Summer Olympics in LA.”

Additionally, the National Football League has announced that Toyota will become the presenting partner of NFL Flag tournaments including the NFL Flag Championships and regional tournaments as well as NFL Flag League Play. The partnership will become visible at the NFL Flag Championships presented by Toyota, July 19–21 at the Hall of Fame Village in Canton, Ohio.

USA Football Adds Armour

Under Armour will support USA Football’s athletes and dress the first Olympic team for LA28, which is the sport’s debut on the Olympic program.

“This partnership will help develop and expand the football ecosystem through innovation and sustainability,” Hallenbeck said. “This strategic alignment between our organizations underscores a shared commitment to industry-leading standards, best practices and sports development that will create more opportunities for everyone to enjoy this great game.”

The partnership debuted when the men’s and women’s national teams started preparation for the International Federation of American Football’s Flag Football World Championships in Lahti, Finland, this August. The U.S. is defending champions in both the men’s and women’s divisions.

“Under Armour has continued to invest in the sport of football and champion opportunities for women in the sport, from announcing our first flag football global ambassador to providing custom uniforms for female student-athletes to funding grants for girls’ flag football programs,” said Sean Eggert, senior vice president of global sports marketing at Under Armour. “Our partnership with USA Football takes this commitment to the next level as we provide access to the sport for the next generation of athletes.”

Toyota to Provide Growth for Flag Football

Toyota, which is the NFL’s official automotive partner, will now support and grow flag football across regional and national NFL Flag tournaments in the United States. The NFL Flag Championships will feature over 280 teams of girls and boys representing regional winners from across the United States, as well as six teams from countries around the world.

As part of the deal, Toyota and its 1,200 dealers across the country will team with RCX Sports, the official operating partner of NFL Flag in the U.S., to extend the partnership to its more than 1,800 local leagues. Toyota will be integrated into programs that see more than 700,000 youth athletes participate.

“Partnering with Toyota is a landmark moment in our vision to bring grassroots sports experiences to communities across the country,” said Izell Reese, chief executive officer of RCX Sports and NFL Flag executive director, U.S. “Toyota dealers are deeply embedded in the areas they serve. Their support will unlock opportunities to offer this fast, affordable and accessible game to more regions and towns in America. Together, we’re not just playing a game; we’re fostering unity and empowering the next generation of athletes.”

To ensure local representation across NFL Flag League Play, RCX Sports and local dealers will have co-branded shorts and signage opportunities. Additionally, dealers will have the chance to engage local leagues across multiple levels.​

“NFL Flag has reached extraordinary heights,” said Stephanie Kwok, vice president, flag football at the NFL. “Flag football promotes fitness, teamwork and self-esteem among youth. We are proud that Toyota sees the countless benefits of growing flag football, just as we do, and are looking forward to their partnership across our flag efforts.”

Toyota will also have a co-branded presence on all NFL Flag jerseys at regional and national championships this summer, as well as field signage and on each flag belt of NFL Flag League Play. Toyota will have a fan fest presence at the national championships.

“From playing flag football throughout my childhood to seeing my kids play to coaching the Pro Bowl Games, I see how NFL Flag is a driving force for the future of our game,” said Eli Manning, former New York Giants quarterback and Toyota ambassador. “I echo Toyota and the NFL’s shared values and belief that flag provides opportunity to millions for a chance to experience the joy of playing football.”