MIDLAND, TEXAS — The Continental Football League (CoFL) announced today the addition of the Tall City Black Gold, based in Midland, Texas, as the newest franchise in its expanding Southern Division.
The team will be led by Managing Partner John Norman, a recent inductee into the Texas High School Football Hall of Fame and former standout defensive back at Texas Tech University.
Norman, a product of Midland Lee High School’s storied championship era, brings decades of football experience and deep community ties to the ownership group. Joining him in the venture is his brother Josh Norman, a former Oklahoma Sooner and NFL player, along with John’s wife Denise, whose steadfast support helped make the dream of professional football in Midland a reality.
“Midland has always stood for hard work, faith, and perseverance,” said John Norman, Managing Partner of the Tall City Black Gold. “This region built its legacy on oil, on grit, and on Friday Night Lights. The name ‘Tall City Black Gold’ honors that spirit — the tall skyline that gave Midland its nickname and the black gold that fueled generations. We’re bringing that same toughness and pride back to the gridiron.”
The “Tall City” nickname traces back to Midland’s earliest days as a railway stop between Fort Worth and El Paso in the late 1800s. The city’s small cluster of high-rises stood tall above the flat plains — a symbol of ambition that still defines the Permian Basin today, one of the world’s most productive oil regions.
Norman, who was honored this year in Waco as part of the Texas High School Football Hall of Fame’s 1990s inductee class, is equally known for his off-field contributions. After a successful professional playing career that included stints with the Philadelphia Eagles and several arena teams, Norman left the oil fields to focus on his lifelong mission: mentoring youth through athletics.
Together with his wife Denise, Norman founded Power Five Sports League, a multi-sport youth organization that now serves thousands of young athletes across West Texas through football, track and field, baseball, and volleyball. The program’s motto — “The League of Opportunities” — reflects the family’s vision to give kids the experiences and exposure they
lacked growing up.
“We want every kid in West Texas to believe that football — and life — still have room for their dreams,” Norman added. “The CoFL gives us a new platform to showcase that belief, right here in the heart of the Permian Basin.”
The Black Gold will join the San Antonio Toros and the Texas Syndicate (Austin) in the CoFL’s Southern Division, rounding out one of the league’s most talent-rich regions. League officials believe the addition of Midland — long considered the cradle of Friday Night Lights
— marks a defining step in connecting the league’s heritage to its future.
“Football in the Permian Basin is a way of life,” said Mike Kelly, CoFL Commissioner. “Bringing a professional franchise back to Midland under leaders like John and Josh Norman, who embody the toughness and heart of West Texas, is exactly what the Continental Football League stands for.”
The Tall City Black Gold will begin roster construction immediately through regional tryouts and the 2026 CoFL Draft. Player announcements, logo unveilings, and community events will follow in the coming months.
For media inquiries, contact media@coflfootball.com.
