A New Era for Professional Flag Football
TMRW Sports announced this week that Brendan Donohue will serve as President of its newly formed flag football division, a move that cements the company’s alliance with the NFL and sets the stage for a professional league that will debut before the 2028 Olympic Games in Los Angeles.
Donohue, who spent nearly three decades in the NBA before moving to Elevate’s talent practice, will report to TMRW Sports founder and CEO Mike McCarley and relocate to Orlando to oversee the venture. His résumé includes leadership roles with the Atlanta Hawks, New Orleans Hornets, Milwaukee Bucks and Palace Sports and Entertainment, as well as a stint as president of the NBA 2K League.
The league, backed by investment from all 32 NFL club owners, institutional backers and current and former NFL players, aims to showcase the world’s top athletes and create a global fan experience. TMRW Sports has also secured a strategic partnership with the International Federation of American Football, while the NCAA has embraced flag football as an emerging sport for women and plans to sponsor a collegiate championship as early as spring 2028.
Strategic Vision and Global Ambitions
The partnership with the International Federation of American Football and the NCAA’s endorsement position the league to tap into a worldwide audience, while the planned launch ahead of the 2028 Olympics reflects a timing strategy that aligns with a growing appetite for the sport.
Flag football’s rapid growth is reflected in participation figures that exceed 20 million players worldwide, with roughly 4.1 million youth competitors in the United States alone. The sport is already offered in high schools across 40 states and at more than 250 colleges, underscoring its expanding footprint.
Mike McCarley highlighted Donohue’s proven ability to build NBA teams and launch innovative leagues, stating that his experience will be instrumental in shaping the professional future of flag football. Donohue, in turn, expressed honor at the prospect of establishing a league that will bring the sport to a broader audience.