Under Armour is deepening its investment in the future of girls flag football, announcing a collective $1 million commitment alongside The DICK’s Sporting Goods Foundation to support the launch of the Click Clack: Next Era Grant, an initiative designed to expand access, remove barriers and strengthen the sport’s infrastructure.
Delivered by Beyond Sport, the grant will provide financial resources, equipment and apparel support, and access to coach education through the Positive Coaching Alliance, positioning the initiative as both a participation driver and a long term development platform.
Investing Beyond the Field
The announcement reflects a shift in how performance brands are approaching youth sport development. Rather than focusing only on athlete endorsements or grassroots marketing, the program targets the environments surrounding athletes, including coaching, mentorship and community access.
According to Under Armour, expanding access to sport remains central to the brand’s mission, with the initiative aimed at creating safe and welcoming spaces where young athletes feel supported and confident.
By working with out of school time organizations and community programs, the grant looks to reach players in areas where structured opportunities may be limited, reinforcing flag football’s reputation as an inclusive and fast growing entry point into team sports.
Supporting a Rapidly Growing Movement
Girls flag football has quickly become one of the fastest growing areas in youth athletics. Under Armour’s investment aligns with increasing institutional support as state associations and school districts move toward sanctioning the sport at the high school level.
The Click Clack: Next Era Grant is designed to help accelerate that process by strengthening program infrastructure, from equipment access to coach development, while also helping organizations build sustainable pathways for athletes.
Brand leaders emphasized that the goal extends beyond competition, focusing on confidence building, leadership development and community connection through sport.
Activation Around Major Football Moments
As part of the initiative, Under Armour partnered with USA Football to host a girls flag football clinic during the National Football League’s Super Bowl fan experience, inviting young athletes from the Oakland Unified School District to participate in on field training and mentorship.
Participants received full apparel kits and attended both the clinic and an international flag football exhibition, reinforcing the brand’s strategy of combining community engagement with high visibility football events.
A Strategic Play in the Future of the Game
The grant highlights Under Armour’s push into the next generation of team sports, positioning girls flag football as a key growth category for participation and brand influence.
As the sport continues to gain legitimacy within schools and national governing bodies, investments like this highlight how performance brands are shaping its trajectory, not only through product innovation but by helping build the systems that allow athletes and programs to thrive.
With funding, education and community access at the center of the initiative, the Click Clack: Next Era Grant reflects growing recognition that the future of football may be defined as much by inclusion and opportunity as by competition itself.
