Esther Kalu, Head of Public Relations and Communications at Showtime Flag Football, has revealed the organization’s bold vision to expand the reach of Flag Football across Nigeria’s six geopolitical zones.
The aim is to elevate the sport’s popularity and acceptance, particularly among the youth.
Speaking to Sports247 at the recently concluded Gateway Games—where Flag Football made its historic debut at the Nigeria Sports Festival—Kalu emphasized Showtime’s commitment to structured growth, professionalism, and long-term career pathways for athletes.
Read Also: UNITY CUP 2025: Papa Daniel Promises Better Performance Against Reggae Boyz Of Jamaica
“We have a robust system in place, and our goal is to extend it across all regions to ensure Flag Football becomes more widely embraced by young people,” said Kalu.
She lauded the breakout athletes from the Gateway Games, urging them to see themselves as trailblazers and future legends of the sport in Nigeria.
“These players have made history,” she remarked. “Their names will inspire the next generation, much like the football icons we revere today. I would tell them: ‘In ten years, you could be the name young athletes aspire to emulate.’”
Building a Professional League
Kalu reiterated Showtime’s dedication to building a sustainable, professional ecosystem for Flag Football—one that not only compensates athletes but also nurtures their long-term development.
“We run a professional league. Players need to recognize that this is a serious, structured sport, distinct from rugby or traditional American football, but no less legitimate,” she said.
What Sets Flag Football Apart
Highlighting the unique appeal of Flag Football, Kalu explained that the sport’s non-contact format makes it safer, more accessible, and inclusive.
“What differentiates Flag Football is the reduced physical contact, which minimizes injuries and the need for bulky gear. It’s simple, inclusive, and co-ed—men and women play together using flags instead of tackling,” she said.
Taking the Game Beyond Lagos
A cornerstone of Showtime’s strategy is the nationwide expansion of the sport.
“We ensured that Flag Football was represented across all geopolitical zones during the showcase. Our broader vision includes deepening this presence and growing grassroots participation,” she noted.
Showtime is also working to integrate Flag Football into the educational system.
“Imagine seeing Flag Football at events like NUGA (Nigerian University Games). That’s how we embed the sport into communities—starting from primary through to tertiary institutions, especially during summer when training activities can ramp up,” Kalu added.
Overcoming Challenges Through Education
Despite significant progress, Kalu acknowledged that public awareness remains a key challenge.
“Education is crucial. A significant part of my role is explaining what Flag Football is—not just to the public, but to the media, potential sponsors, and future administrators,” she said.
To bridge this gap, Showtime has launched a free training program to onboard new players and stakeholders.
“We’ve built a training-first system that works. If we can continue attracting individuals eager to learn and educate others, we can scale the sport more effectively.”
With a clear focus on national reach and youth empowerment, Showtime Flag Football is positioning itself as a catalyst for a new era of sporting excellence in Nigeria—where the next generation of athletes can thrive, compete, and lead.
