Jets X Bears UK Girls Flag Football League
The 6th Annual Awards
- Diversity Equity Inclusion & Belonging
ABOUT THIS ENTRY
In 2023, in partnership with the Chicago Bears and the NFL, the New York Jets helped launched the first ever girls flag football league in the United Kingdom.
How does this represent “Excellence in Engagement”?
The New York Jets recognized a lack of opportunity for young women’s participation in sports with a concentration in football. The Jets worked to close this gender engagement gap by creating more opportunities for young women through flag football. The campaign not only served to spread awareness of the league itself, but to demonstrate why young women should have equal access to opportunities to play football. Through these efforts, the Jets have set a new benchmark in fan engagement by creating more inclusive engagement opportunities that has expanded to team collaborations with Chicago Bears and the United Kingdom. As the first ever girls’ flag football league in the UK, the Jets and Bears NFL Girls Flag league provides pathways for young women all across the country to have an equitable opportunity to play football.
Objective
A Sport England survey of 4,000 children between 11-18 years old, found 76% of girls want to be more active, 64% of girls enjoy competitive sport and 66% of girls believe they are good at team sports. NFL Flag is a viable option to combat this as 47% of uninspired girls reported that they would be more inclined to be active if there was something more fun and adventurous to participate in. The Jets believe girls should have an equitable opportunity to play what we consider to be the greatest game in the world. To do this, the Jets created, in conjunction with the Chicago Bears, the Jets and Bears NFL Girls Flag league.
Strategy & Execution
The Jets began supporting girls’ flag football domestically in 2011 with the New York City Public Schools Athletic League, and continued support in 2021 with the creation of the first high school girls flag league in New Jersey with eight teams. By 2023, the league grew to over 100 high schools throughout New York, New Jersey and Long Island.
On International Women’s Day in 2023, the Jets and the Chicago Bears, launched a grassroots league in Ealing, the first NFL girls flag football league in the United Kingdom. After five weeks of game play, playoffs were held in May and the Ealing Fields Jets were crowned champions. During the 2023 NFL London Games kickoff weekend, the championship team was honored at Tottenham Stadium, and played an exhibition game, defeating a German championship team.
To launch the league, the Jets ran a targeted media campaign utilizing Jets and Bears players and alumni, and UK media and sport personalities, including:
- Phoebe Schecter, former Buffalo Bills coach & NFL analyst for Sky Sports
- Celia Quansah, English rugby player & Olympian
- Hannah Wilkes, Sky Sports presenter
- Afia Law, NFL International Flag Football Development & Youth Marketing Manager
- Ugo Monye, TV and Radio Broadcaster & former professional rugby player
Organizations
- New York Jets
- Chicago Bears
- The Playbook
- Lime Light
- Nike
- Gatorade
Links
Featured
- Phoebe Schecter
- Celia Quansah
- Hannah Wilkes
- Afia Law
- Ugo Monye
Credits
Eric Gelfand
Senior Vice President, Communications & Content
New York Jets
Jessica Ciccone
Vice President, Content Strategy and Marketing
New York Jets
Jesse Linder
Vice President, Community Relations
New York Jets
John MacCarter
Vice President, Finance and Analytics
New York Jets
Jared Winley
Vice President, Communications
New York Jets
Meghan Gilmore
Senior Director, Communications
New York Jets
Chris Ubbens
Director, Production Operations
New York Jets
Eli Hodges
Senior Manager, Community Relations
New York Jets
Diana Berkovits
Senior Manager, Strategy & International
New York Jets
Perry Mattern
Senior Manager, Social Media
New York Jets
Danielle Bonnett
Manager, Communications
New York Jets
Sarah Conti
Production Assistant
New York Jets
Mackenzie Fuller
Assistant, Community Relations
New York Jets
Ryan Stefanacci
Assistant, Communications
New York Jets
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
