American football is one of the most popular sports in the United States, but in the Middle East?

In the UAE, where football (soccer) and cricket dominate, one passionate advocate is leading the charge to bring American football into the spotlight. Eric Hoerl, the founder of Play American Football, has spent the last two years building a foundation for the sport, starting with a flag football league. In a recent conversation, we discussed his journey, the struggles and his plans for the future of American football in the UAE.

“I ended up playing and coaching in over 150 games”

Eric Hoerl is no stranger to American football. Originally from the United States, Hoerl moved to Germany in his early twenties, where he spent 20 years playing and coaching American football.

“I went to Germany with no plan to get into football,” Hoerl says. “I was there for different reasons, but I ended up playing and coaching in over 150 games, for multiple clubs, as well as created a club to help build a team from the ground up.”

His time in Germany wasn’t just about playing; it was about learning how to grow the sport at a grassroots level. Hoerl created a youth program that is now one of the top American football teams in southern Germany. This hands-on experience of building a team and a league from scratch has been crucial in his current role in the UAE.

In 2022, Hoerl moved to the UAE to continue his work in American football. While the UAE might seem an unlikely place for the sport, he saw an opportunity.

“Football in the States is everywhere, but in places like the UAE, you have to start from the ground up,” he explains. And that’s exactly what he’s doing, one flag football game at a time.

‘They usually fall in love with the game’

The journey hasn’t been easy.

Hoerl faces several obstacles in promoting the sport in a region where American football is relatively unknown. The biggest challenge? Competing with other popular sports.

“In the UAE, you’ve got soccer, cricket, basketball and rugby, all fighting for players,” Hoerl explains.

“And then you add in the fact that people are playing all these sports year-round, not just in one season like in the U.S. It’s tough to get consistent player turnout.”

The high cost of securing sports fields is another hurdle.

“The biggest expense is renting fields,” Hoerl says. “I’ve had to be creative about finding affordable spaces, and right now, I’m working with schools like the GEMS American Academy in Dubai and Abu Dhabi through ESM who manages all GEMS sport facilities. They’ve been a huge help in providing affordable fields, but it’s still a challenge.”

Despite these difficulties, Hoerl has managed to build a small but dedicated community of players. His flag football league currently has over 100 active participants spread across the UAE. But, as he points out, getting people to commit is an ongoing battle.

“Over 300 people registered on my website to play flag football”

“I have over 300 people registered on my website to play flag football, but only a fraction of them show up regularly. Some come once and never come back, but when people do stick around, they usually fall in love with the game.”

‘Football is just the vehicle’

Hoerl’s long-term goal is to create a strong foundation for American football in the UAE. Flag football, a non-contact version of the game, is his starting point.

“Flag football is a way to introduce the sport without the fear of injury,” he says. “Once people see how fun and safe it is, they’re more likely to stick with it and maybe even move on to tackle football, or become a coach.”

His plan for the next four to five years includes expanding the flag football league, securing sponsorships, and eventually developing youth and full tackle football programs.

“I’m focused on building a community first”

“I’m focused on building a community first,” Hoerl explains. “We need a foundation of players who know the sport, understand the rules, and are passionate about it. Once we have that, we can grow.”

Hoerl’s vision goes beyond just playing the sport. He wants to send young players to the U.S. to experience American high school and the many sports that are offered. He’s been sending kids from Europe to high schools in the U.S. for years, and now he wants to bring the same opportunities to students in the UAE through his “Emirates Elite” program.

“It’s not just about football,” he says. “It’s about giving kids the chance to live in another country, experience a different culture, and learn from it. Football is just the vehicle for that.”

‘Chance to show the world that the UAE is serious’

One of the most exciting developments in the world of American football is the inclusion of flag football in the 2028 Olympics. Hoerl sees this as a huge opportunity for the sport in the UAE.

“The fact that flag football is now going to be an Olympic sport is a game-changer,” he says. “It’s going to bring so much attention to the game globally, and I’m hoping it will help us grow the sport here in the UAE as well.”

While the road ahead is challenging, Hoerl remains optimistic. He’s currently working on securing sponsors to help fund the growing costs of field rentals and advertising. “Right now, I’m funding everything myself,” he says. “But if we can get a few sponsors on board, it would take us to the next level.”

The next big event on the horizon is an international flag football tournament November 1-3, which Hoerl is organising at The Sevens Stadium in Dubai. The tournament will feature men’s and women’s teams from across the Middle East and beyond, including teams from Turkey, Egypt, Kuwait, and even teams from Europe and Brazil. “This tournament is a big deal,” he says. “It’s our chance to show the world that the UAE is serious about American football.”

As for the future, Hoerl remains committed to growing the sport in the UAE. His message to anyone interested in trying American football? “Just come out and play. Once you experience it, you’ll see how unique and fun it is. We’re building something special here, and we’d love for more people to be part of it.”