ELEVATING FLAG FOOTBALL TO AN OLYMPIC-GRADE GLOBAL PRODUCT
IFAF, backed by the NFL, partnered with us to build and deploy its media go-to-market strategy ahead of the LA28 Olympics. The collaboration covers media rights, content distribution, production, and partnership development, creating a holistic plan to elevate flag football and unlock new revenue opportunities.
CONTEXT
IFAF & LASOURCE
Following the inclusion of flag football in the LA28 Olympic Games, the International Federation of American Football (IFAF) entered a defining phase in its evolution. Olympic recognition brought visibility and legitimacy, but also higher expectations.
To operate at an Olympic level, IFAF needed to:
Evolve into a globally credible governing body
Structure its media and commercial governance
Professionalise production and storytelling
Align member federations under a centralised model
LaSource was appointed to design and implement a 2.5-year transformation roadmap, centred on media, content and commercial architecture.
In the sections below, we dive deeper into our interconnected three-pillar approach.
MEDIA GOVERNANCE & RIGHTS STRUCTURING
We structured a governance framework to strengthen long-term value creation and to support future commercial expansion.
This entailed assessing media partnership scenarios and creating a media rights usage matrix.
PRODUCTION & CONTENT VISION
We designed a 2.5 year content strategy framework providing clear direction and tools with processes to sustain it.
Now we operate it in a structured production model with scalable content delivery across multiple platforms.
COMMERCIAL INFRASTRUCTURE & MEDIA MONETISATION
We also strengthened commercial positioning to enhance credibility in the commercial and tech foundations.
To translate this into market traction, we led negotiations supported by tailored campaigns with the creation of sales materials.
THE RESULT?
Strategic Outcomes
Flag football became a structured Olympic property from an emerging discipline, strengthening institutional credibility ahead of LA28 and reinforcing leadership towards member federations. IFAF’s media execution evolved into a centralised governance and storytelling ecosystem from a fragmented media landscape, securing commercial and data ownership with a scalable production infrastructure. The federation also shifted from visibility-driven architecture to long-term commercial growth, focusing on value creation instead of exposure-driveness, increasing broadcaster and partner confidence.
CONTENT FACTORY METRICS
100 million
views on social media in 2025
+17.000
followers gained organically
6%
engagement rate on content