NFL Foundation UK, 49ers & Leeds United Support Youth Through NFL Flag
July 26, 2024
NFL Foundation UK, Leeds United Foundation (charity of Leeds United FC) and the San Francisco 49ers have launched 'Unlocking Potential,' a 3-year program to provide greater access to educational and sporting pathways for marginalized youth in Leeds, UK. The effort expands on NFL Foundation UK’s existing projects in London, Greater Manchester and Birmingham, which provide NFL Flag (the non-contact version of American Football) programs to organizations tackling inequities.
114 of Leed's neighborhoods (24% of its 482) rank among the most deprived 10% areas nationally. Inequalities are linked with deprivation levels and long-term related challenges such as access to employment, housing, language, literacy and health and care. Over the years, NFL Foundation found that using Flag football within “best in class” organizations is a powerful way to reach young people whom they otherwise had struggled to engage, including girls, diverse ethnic groups and at-risk youth. Therefore, it plans to replicate its success in local Leeds communities in need.
"The delivery of NFL Flag programs in London, Birmingham and Manchester to date have been successful in connecting with underrepresented groups to help young people get active and we are excited about the potential to further impact the lives of youngsters in Leeds," said Henry Hodgson, General Manager at NFL UK.
Flag football is one of the fastest growing sports globally. The non-contact format is fast paced and accessible for all, with women and girls driving some of the fastest growth. It provides a structured opportunity for young people to play the game while discovering the importance of sportsmanship, teamwork and friendship both on and off the field. Currently 60,000 young people from over 650 schools play the sport in the UK. The growth of the game follows flag football's inclusion in the Los Angeles 2028 Olympic Games — driven by the International Federation of American Football (IFAF) and supported by the league.
With joint grant funding, this new project will provide NFL Flag programs to local community charities and schools in Leeds. It will be introduced to over 1,000 boys and girls aged 11-20 in primary and secondary schools in the first year, plus colleges and community groups in Beeston, Hunslet, Holbeck and Chapeltown. The program seeks to tackle inequality and barriers to sport and improve physical and mental wellbeing by increasing opportunities for education and employment. Beneficiaries will receive training and equipment alongside educational workshops, NFL-themed events and flag football programs – all hosted at Leeds United stadium on Elland Road.
To mark the launch, the partners hosted an event on July 16 at Leeds United Centenary Pavillion and local community pitch, Beggars Hill. 120 young people from three local schools participated in NFL Flag workshops and team-building exercises to introduce them to the sport. They also had the chance to meet four-time Super Bowl champion Jesse Sapolu, as well as Whites club legends Eddie Gray and Dom Matteo.
Launched in 2021, the NFL Foundation UK is the charitable arm of the NFL within Britain focused on tackling inequality and the lack of opportunity faced by youth aged 11-20 in underserved communities across the UK. Beyond Sport has been supporting the rollout of its grants program with funding provided by the Mayor of London and Sport England. Through grants, training and equipment to local community organizations, alongside partnerships that enable young people to access positive opportunities, the Foundation is working to create a level playing field for all young people. The project runs across 18 boroughs in London, with additional programs in Birmingham, Greater Manchester and now, Leeds.