New York Jets x ECAC

ABOUT THIS ENTRY

The New York Jets partnered with the ECAC and the Betty Wold Johnson Foundation to launch the nation’s largest collegiate women’s flag football league, debuting in spring 2026. This first-of-its-kind initiative expands equitable access to competitive flag football for female student‑athletes across 15 universities throughout 7 states.

How does this represent "Excellence in Engagement"?

This initiative represents Excellence in Engagement by reshaping how fans connect with the future of football through an approach grounded in inclusion, access, and long‑term opportunity. By elevating collegiate women’s flag football through a groundbreaking partnership with the ECAC and the Betty Wold Johnson Foundation, the Jets created a platform that resonates far beyond the playing field, inviting fans to participate in the emergence of a new chapter in the sport.

The launch offered a rare chance for audiences to engage with a sport at the exact moment it enters a new era, blending tradition with innovation. It brought visibility to athletes who have long sought a stage at the collegiate level and gave supporters a direct line to their journeys, aspirations, and stories. By aligning the league with the Jets established commitment to expanding opportunities for girls and women in the game, the project fostered a sense of continuity and purpose that deepened fan investment.

This work moves the industry forward by demonstrating that true engagement occurs when fans are invited into the creation of equitable pathways—where the impact is not just observed but felt, shared, and carried into the future of the sport.

Objective

The core objective of the Jets x ECAC Women’s Flag Football League was to create the first large‑scale collegiate competitive pathway for women in flag football, addressing a longstanding equity gap in access to institutional support and scholarship opportunities. With flag football now recognized as an Olympic sport for 2028, the Jets sought to ensure that young women—particularly those previously lacking viable avenues beyond high school—could participate in a structured, well‑funded, NCAA‑aligned league that fosters athletic development, leadership experience, and academic opportunity.

Building on the Jets extensive history of growing girls flag—from launching the first varsity girls program in New York City and New Jersey, to building international leagues in the UK and Ireland—the organization aimed to close the gender‑equity gap by elevating women’s flag to the collegiate stage.  The $1 million investment from the Betty Wold Johnson Foundation further advanced this objective by offsetting costs for every participating institution, ensuring participation was accessible regardless of financial resources.

Ultimately, the project aimed to establish a national precedent by elevating women’s flag football to the collegiate level in a way that had never existed before. It expands long‑overdue access to meaningful athletic opportunities for young women across the country.

Strategy & Execution

The strategy focused on creating a collegiate women’s flag football league that expanded access while authentically engaging modern fans through visibility, inclusive storytelling, and a credible competitive framework. The Jets designed the league to mirror the structure and professionalism of established collegiate athletics, ensuring the launch resonated with student‑athletes, institutions, and broader communities.

A key pillar of the strategy was integrating the league into the Jets’ existing girls flag ecosystem, which spans youth programs, high school leagues, international initiatives, and elite travel teams. This alignment created a cohesive development pathway that allowed young women to advance within a familiar structure and offered a clear progression from early participation to collegiate play.

Execution centered on building awareness, legitimacy, and pride around the launch. The Jets implemented a coordinated communications approach that elevated athlete voices, highlighted the DEI&B impact of expanding access to football, and engaged fans across multiple touchpoints. Through integrated outreach, branded storytelling, and direct engagement with participating schools, the initiative emphasized opportunity, inclusion, and the athletes who define the league’s identity.

Organizations

• New York Jets

• ECAC

Links

•   Website

Credits

Jesse Linder
Vice President, Community Relations
New York Jets

Eli Hodges
Director, Community Relations & Youth Football
New York Jets