Jerseys, headshots, cameras flashing -- it had all the makings of a pro-style media event, the kind Texas football players dream of. But this wasn't for the Friday Night Lights crowd. This was for the future of football: girls' flag football. It's a sport where participating is on the rise in Texas and, according to Dallas Cowboys Chief Brand Officer Charlotte Jones, just a couple of years away from University Interscholastic League (UIL) sanctioning.
On Saturday, the Dallas Cowboys rolled out the blue carpet for a kickoff event celebrating the launch of their High School Girls' Flag Football Spring League, set to begin later this month. And they didn't just bring out the cameras -- they brought out the star power. Jones, quarterback Dak Prescott, Venita Krouch (quarterback of the U.S. Women's Flag Football Team), and Stephanie Kwok (NFL VP, Head of Flag Football) were all in attendance to put some weight behind the moment.
For Jones, the event wasn't just about hype -- it was about making a substantial statement. Addressing a room full of young athletes and media members, she made it clear that flag football isn't just a pastime, it's a future.
"[Flag football] teaches great things like perseverance and determination and sportsmanship and teamwork," she said, "but on top of that, it is a pathway to your next step of education, and [colleges and universities] are offering scholarships in this sport that were not offered before... We're super excited about that, and we have a great partnership with the UIL in Texas, and our goal is to get flag football for women sanctioned in the state of Texas."
And if there's one thing that gets stuff done in Texas football, it's big-time backing. With support from Prescott, the NFL, Nike, Bridgestone, and Oakley -- not to mention women's flag football officially being added to the 2028 Olympics -- the momentum is undeniable. A source with knowledge of the process said it comes down to two things: increasing participation, which is happening at an impressive rate, and ensuring the financial feasibility of operating the sport across Texas.
The Cowboys have already been putting in the work to grow the game in the Lonestar State. For the past nine months, they've been working with school districts across Texas to build varsity-level 7-on-7 programs, gearing up for competitive play in Spring 2025.
Participating districts include:
Saturday's media day wasn't just about making an announcement, it was about giving these athletes a stage. At AT&T Stadium, participants from 32 of the 54 high school girls' flag football programs in the DFW area got their first glimpse of their game jerseys and took part in a professional-style media day, featuring headshots, team photos, and moments captured for social media. It wasn't just a jersey reveal. It was a proclamation that these girls belong in this game.
And that moment wasn't lost on Prescott.
"As a 'Girl Dad' myself, I want to thank the girls paving the way today and breaking barriers to grow the game," he said. "It is important to have female role models in sports, and I am thankful that the Dallas Cowboys and the NFL are helping create new opportunities. Having flag football as a way to motivate and inspire a healthy body and mind for girls is something we can all appreciate and support."
But he also acknowledged the significance of the event itself.
"This is huge," Prescott said. "There are a bunch of high school footballer men out there that aren't getting this... Everyone has come here together today -- this community, the Cowboys, the NFL -- making sure that these women get that, and that is awesome."
Support is good. Recognition is great. But investment? Coverage? That's what makes a sport real. That's what creates opportunities. And it's clear that the Cowboys and their partners understand the difference.
The Dallas Cowboys' High School Girls' Flag Football Spring League will officially get underway later this month. Nike will present a Girls Flag Football Kickoff Weekend on March 22 at B.F. Phillips Park in Frisco, where all participating teams will take part in exhibition games before the season begins.