NFL Launches American Football Week to Honor the Coaches Behind the Game

The NFL is bringing every level of football together this weekend for American Football Week, a four-day national initiative running Nov. 5–8 that unites youth, high school, college and professional football to celebrate the game and the coaches who keep it going. The week follows the football calendar. It opens with American Football Day on Thursday, moves to high school football and Texas High School Coaches Day on Friday, and continues with college football on Saturday before wrapping up with NFL games on Sunday.

For Terry Fontenot, the NFL’s Vice President of Football Development, the week is about the people standing on the sidelines. “American Football Week brings the entire football community together around a shared celebration of the game and the people who make it possible,” Fontenot said. “Behind every player’s journey is a coach who provides guidance, encouragement and lessons that extend far beyond the field and last a lifetime. This initiative creates a meaningful platform to promote and recognize those relationships and their lasting impact.”

The celebration kicks off Thursday with a 30-second spot produced by NFL Films. The league’s NFL, Play Football and Football Operations social channels will push it out alongside league partners and football organizations, including the National Football Foundation (NFF) and the American Football Coaches Association (AFCA).

Archie Manning, Chairman of the National Football Foundation, said the week is a chance to thank coaches at every level for what they give to the people they lead. “Football has a special way of bringing people together, and coaches are at the heart of that,” Manning said. “A great coach does much more than teach the game. They teach young people about hard work, teamwork, perseverance and how to handle both success and adversity. Those lessons stay with you long after one’s playing days. Simply put, coaches change lives and inspire young people to become leaders in their communities.”

On Friday, the spotlight turns to the high school level, where a 90-second version of the NFL Films message will play on video boards at participating high schools across the country. Joe Martin is Executive Director of the Texas High School Coaches Association and Chairman of the AFCA National High School Executive Committee. He said high school football is where the foundation of the sport is built. “From the Friday Night Lights that bring communities together to the coaches who invest in young people every day, this is where the foundation of our game is built,” Martin said. “High school football continues to strengthen our communities, shape young people and fuel the game at every level.”

Craig Bohl, Executive Director of the American Football Coaches Association, also spoke to the role of high school coaches. “American Football Week celebrates our great game and recognizes the invaluable impact high school football coaches have on the development of young people across our nation, both on and off the field,” Bohl said.

The Big 12, Sun Belt, Ohio Valley and HBCU conferences will carry the initiative into Saturday with online and in-game promotion. The week wraps up Sunday as NFL clubs share the message inside their stadiums. NFL Legends and on-air talent will also join in, sharing photos and personal stories about the coaches who shaped their own football journeys.