Unrivaled Sports Acquires Under The Lights Powered By Under Armour, Expands Flag Football Division
Unrivaled Sports, a prominent leader in youth sports experiences and facilities, has made a significant move in expanding its flag football division with the acquisition of Under the Lights Powered by Under Armour. This acquisition marks a pivotal moment for the youth flag football landscape in the U.S.
Under the Lights Powered by Under Armour, established in 2015, currently operates 170 local flag football leagues catering to 35,000 boys and girls from first through eighth grades. With events organized for over 5,000 teams across 27 states, the league emphasizes a competitive and confidence-building experience for young athletes.
The surge in popularity of flag football over the past decade has been undeniable, with the sport set to make its Olympic debut at the 2028 Olympic and Paralympic Games in Los Angeles. The International Federation of American Football reports a significant increase in participation, with approximately 2.4 million children under 17 engaging in organized flag football in the U.S. The sport has also seen a notable rise in popularity among girls, with nearly half a million girls playing flag football in 2023, marking a 63% increase since 2019.
Amanda Shank, EVP of Business Development at Unrivaled Sports, expressed excitement about spearheading the development of flag football at the youth level, with a focus on enhancing access and operational excellence. The goal is to establish Canton as the epicenter for flag football through the ForeverLawn Sports Complex at the Pro Football Hall of Fame Village.
With the support of OneTeam Partners and the NFL Players Association, Unrivaled Sports aims to create innovative programming and marketing opportunities to elevate the flag football experience nationwide. The acquisition of Under the Lights marks a new chapter for youth flag football, promising continued investment in player experience and expansion of reach.
As flag football continues to gain momentum, Unrivaled Sports is poised to shape the future of the sport at the youth level, with a unique opportunity presented by its inclusion at LA28. The partnership with Under Armour further solidifies Unrivaled Sports’ commitment to providing young athletes with world-class experiences and development opportunities across various sports divisions.