Key Takeaways
- The Kansas City Chiefs and RefReps will provide free officiating education to over 100 high school girls flag football referees starting in the Kansas City metro area.
- The program covers 29 varsity girls flag football programs in Kansas City and will expand to St. Louis, Springfield, Topeka, and Wichita.
- RefReps’ platform serves 156 high schools across Missouri and Kansas, plus six colleges, with over 46,000 total users nationwide.
- Flag football is the fastest-growing youth sport in the U.S., with 2.4 million kids under 17 playing organized flag football.
- The sport will debut as an Olympic event at the 2028 Los Angeles Games.
Addressing the Officials Gap in Girls Flag Football
The Kansas City Chiefs announced a collaboration with RefReps on November 5, 2025, to address a critical need in the rapidly expanding girls flag football space: trained officials. The partnership will provide more than 100 high school girls with access to RefReps’ Officiating Education System at no cost, starting with the 29 varsity girls flag football programs in the Kansas City metro area.
The initiative targets a specific operational challenge. As girls flag football programs multiply across high schools in Missouri and Kansas, the availability of qualified referees has struggled to keep pace with program growth. RefReps’ platform offers standardized, video-based coursework and immersive point-of-view officiating scenarios designed to prepare new referees for game situations.
Geographic Expansion and Current Reach
The education platform currently serves 58 high schools across Missouri and 98 high schools plus six colleges across Kansas. Following the initial rollout in Kansas City, the Chiefs and RefReps plan to extend the program to St. Louis, Springfield, Topeka, and Wichita.
“Our partnership with RefReps is incredible for the growth of girls flag football throughout Missouri and Kansas,” said Lara Krug, Chiefs EVP and Chief Media & Marketing Officer. “It is essential to provide a safe, quality, and fun game for up-and-coming athletes as we progress toward officially sanctioning girls flag football as an official varsity sport across the country.”
RefReps’ platform has reached more than 46,000 users nationally, providing standardized training for coaches, educators, and officials. The system focuses on rule knowledge, game management, and player safety protocols specific to flag football.
Market Context and Growth Trajectory
Flag football has become the fastest-growing youth sport in the United States. According to the International Federation of American Football, 2.4 million children under the age of 17 participate in organized flag football programs domestically, with additional millions playing internationally. NFL FLAG, the league’s youth flag football program, operates more than 1,600 teams across all 50 states.
The sport’s trajectory received a significant boost when it was announced as an Olympic event for the 2028 Los Angeles Games. This designation has accelerated state-level conversations around sanctioning girls flag football as an official high school sport, creating urgency around developing the officiating infrastructure needed to support competitive play.
“With these efforts to support the growth and development of flag football officials, the Chiefs are yet again showing their dedication to student-athletes throughout Missouri and Kansas,” said Dr. David Pillar, RefReps Director of Education, Integration, and Advancement.
Implications for High School Athletics Programs
The Chiefs-RefReps collaboration represents a private sector investment in public school athletic infrastructure. By removing the cost barrier for officiating education, the program could accelerate the pace at which schools add or expand girls flag football offerings.
High school students interested in becoming officials in Missouri or Kansas can visit www.mshsaa.org/CMSPages/Become-an-Official or www.kshsaa.org/public/official/newofficials for information on certification requirements.
The model also demonstrates how professional sports franchises can support youth sports development beyond traditional sponsorship or marketing relationships, instead investing in the operational capacity needed for sustainable program growth.
via: Chiefs
photo: Todd Rosenberg / Getty Images
YSBR provides this content on an “as is” basis without any warranties, express or implied. We do not assume responsibility for the accuracy, completeness, legality, reliability, or use of the information, including any images, videos, or licenses associated with this article. For any concerns, including copyright issues or complaints, please contact YSBR directly.
About Youth Sports Business Report
Youth Sports Business Report is the largest and most trusted source for youth sports industry news, insights, and analysis covering the $54 billion youth sports market. Trusted by over 50,000 followers including industry executives, investors, youth sports parents and sports business professionals, we are the premier destination for comprehensive youth sports business intelligence.
Our core mission: Make Youth Sports Better. As the leading authority in youth sports business reporting, we deliver unparalleled coverage of sports business trends, youth athletics, and emerging opportunities across the youth sports ecosystem.
Our expert editorial team provides authoritative, in-depth reporting on key youth sports industry verticals including:
- Sports sponsorship and institutional capital (Private Equity, Venture Capital)
- Youth Sports events and tournament management
- NIL (Name, Image, Likeness) developments and compliance
- Youth sports coaching and sports recruitment strategies
- Sports technology and data analytics innovation
- Youth sports facilities development and management
- Sports content creation and digital media monetization
Whether you’re a sports industry executive, institutional investor, youth sports parent, coach, or sports business enthusiast, Youth Sports Business Report is your most reliable source for the actionable sports business insights you need to stay ahead of youth athletics trends and make informed decisions in the rapidly evolving youth sports landscape.
Join our growing community of 50,000+ industry leaders who depend on our trusted youth sports business analysis to drive success in the youth sports industry.
Stay connected with the pulse of the youth sports business – where industry expertise meets actionable intelligence.
Sign up for the biggest newsletter in Youth Sports – Youth Sports HQ – The best youth sports newsletter in the industry
Follow Youth Sports Business Report Founder Cameron Korab on LinkedIn
Are you a brand looking to tap into the world’s most passionate fanbase… youth sports?
Introducing Play Up Partners, a leading youth sports marketing agency connecting brands with the power of youth sports. We specialize in youth sports sponsorships, partnerships, and activations that drive measurable results.
About Play Up Partners
Play Up Partners is a leading youth sports marketing agency connecting brands with the power of youth sports. We specialize in youth sports sponsorships, partnerships, and activations that drive measurable results.
Why Sponsor Youth Sports?
Youth sports represents one of the most engaged and passionate audiences in sports marketing. With over 70 million young athletes and their families participating annually, the youth sports industry offers brands unparalleled access to motivated communities with strong purchasing power and loyalty.
What Does Play Up Partners Do?
We’ve done the heavy lifting to untangle the complex youth sports landscape so our brand partners can engage with clarity, confidence, and impact. Our vetted network of accredited youth sports organizations (from local leagues to national tournaments and operators) allows us to create flexible, scalable programs that evolve with the market.
Our Approach
Every partnership we build is rooted in authenticity and value creation. We don’t just broker deals. We craft youth sports marketing strategies that:
- Deliver measurable ROI for brand partners
- Create meaningful experiences for athletes and families
- Elevate the youth sports ecosystem
Our Vision
We’re positioning youth sports as the most desirable and effective platform in sports marketing. Our mission is simple: MAKE YOUTH SPORTS BETTER for athletes, families, organizations, and brand partners.
Common Questions About Youth Sports Marketing
Where can I sponsor youth sports? How do I activate in youth sports? What is the ROI of youth sports marketing? How much does youth sports sponsorship cost?
We have answers. Reach out to info@playuppartners.com to learn how Play Up Partners can help your brand navigate the youth sports landscape.
Youth sports organizations: Interested in partnership opportunities? Reach out to learn about our accreditation process.
