Another successful NFL International Series has taken place in London, wrapping up with the Jacksonville Jaguars defeat of the New England Patriots in front of 86,000 fans at Wembley Stadium. The game was the 39th played in London since 2007 and the third this season. The popularity of the NFL has grown dramatically in the UK in the 17 years that have elapsed since the New York Giants and Miami Dolphins played the first international tie.
The transformation is effectively that the NFLs UK Growth is no longer a niche sport in the eyes of most Brits. While there is still a long way to go – and the NFL will be acutely aware that it lags behind soccer and rugby – it has been a remarkable success story, with growth in television audiences, social media engagement, and even player participation.
Below are five reasons behind that growth, starting with the London Games series itself:
1. The International Series/London Games
The NFL has made no secret of its desire to grow the sport outside of the United States, and it has found the most fertile ground for that in the UK. The league is now committed to playing three games per season in London (one at Wembley; two at the Tottenham Hotspur Stadium). It’s a huge draw, becoming both a social event and a cultural one. There are strong rumors that an NFL team, specifically the Jacksonville Jaguars, will relocate to London one day. But even if that does not occur, the spectacle of having a handful of games in the capital each season has become a cornerstone of the NFL’s strategy to grow the game. Tickets for the 2024 games sold out quickly, and you can be sure that will remain the case in 2025 and beyond.
2. Broadcasting Commitment
While the network channels (BBC, Channel 4, and Channel 5) have all played their part in showing NFL games and highlights down the years, cable broadcaster Sky Sports took the ball and ran with it. The broadcaster has a dedicated channel, and it will air over 100 NFL games live across the season, putting its coverage on par with its Premier League output. Sky’s dedication is, of course, beneficial for the broadcaster, as it is reacting to growing fan demand. But it is also responsible for nurturing that demand. In the 1990s, some of us would have to stay up late for a highlights package on Channel 4, whereas Sky Sports has constant round-the-clock coverage.
3. Fantasy Football & Sportsbooks
If you mention “fantasy football” to a typical Brit, they’ll immediately assume you mean Premier League soccer. That said, there is a growing interest in the gridiron version of fantasy football and NFL betting. On social media and other forums, you’ll see experts and fans discuss sports picks for the NFL and other US sports, but it’s also the case that sportsbooks themselves have driven up fan engagement. Betting volumes will, of course, spike for big events like the Super Bowl, but each game will have 100s of markets. All of this feeds into the wider ecosystem of social media and broadcasting, aiding growth and engagement.
4. Social Media
Elon Musk likes to boast of Twitter/X being a town square, an online space where the world can connect and communicate ideas (and argue a lot). Yet, it is true that X has become a platform for sports fandom, with fans engaging directly with broadcasters and, to an extent, players. American football has a niche among UK fans on the platform and, to an extent, TikTok, with many fans opting to consume the sport in bite-sized chunks rather than on television. The NFL is certainly aware of this, running targeted marketing campaigns on social media in the UK. If you’re not watching on television, you can usually see real-time updates of important plays from official channels. Yet, the important element is the growth of community among like-minded fans.
5. Grassroots Initiatives
The British American Football Association (BAFA) has been operating for close to 40 years, running various leagues and initiatives to get people involved in gridiron. It’s not been constantly successful, and funding has always been an issue, but it has been dogged in its remit. In recent years, though, BAFA has been supplemented by the NFL itself, as well as partnerships with other national governing bodies across Europe. It is arguably the final piece in the puzzle for growing the sport in the UK. However, we should end by saying it might be the toughest: town councils aren’t going to build American football pitches tomorrow; schools aren’t going to rip up the sports curriculum to add gridiron lessons. There are green shoots for the long term, but it may take years and a lot of financial support to bloom.
The Emergence of British NFL Fan Communities
One of the most noticeable trends in NFLs UK Growth has been the rise of fan communities. British fans have formed dedicated NFL clubs, often associated with specific teams, where they gather to watch games, discuss strategies, and share the highs and lows of the season. These fan clubs have become an integral part of the NFL’s cultural presence in the UK, allowing fans to experience a sense of community akin to what American fans have at tailgate parties. Bars and sports pubs across London, Manchester, and other major cities now host NFL-themed nights, often with events organized around marquee matchups, which has only increased interest and commitment to the sport.
The NFL has recognized this development and supports these communities by organizing official fan events and meet-and-greets with former players. The growing presence of UK-based NFL fan clubs on social media and in real-life events signifies NFLs UK Growth into British culture. This sense of belonging within fan communities helps strengthen the sport’s appeal, encouraging new fans to join and existing fans to stay engaged.
NFL Merchandise and Cultural Influence
Another driver of NFLs UK Growth is the widespread availability and appeal of NFL merchandise. Jerseys, caps, and other NFL-branded items have become a common sight in UK stores, especially in sports retailers. British fans are not only able to support their favorite teams by attending games or watching broadcasts but also by proudly wearing team apparel. The NFL has partnered with major UK retailers, including online giants, to make merchandise accessible, catering to fans eager to represent their chosen teams.
The cultural influence of NFL merchandise extends beyond simply supporting a team. Many young Brits view American sportswear as a fashion statement, which adds to NFLs UK Growth through increased visibility and appeal. This visibility helps create curiosity among people who may not yet be fans of the game, sparking interest and potentially converting them into followers of American football.
Celebrity Influence and Media Coverage
British celebrities and influencers have also played a role in NFLs UK Growth. High-profile figures, including actors, musicians, and social media influencers, have shown support for NFL teams and sometimes attend games in London, which brings attention from fans of those celebrities. When these personalities share their experiences at NFL games or speak about the sport on social media, it introduces a new audience to American football.
Media coverage has also expanded beyond the traditional sports segments, with lifestyle magazines and mainstream media occasionally featuring the NFL, especially around the London games or the Super Bowl. This broader media presence exposes the NFL to audiences who may not typically follow sports, adding to NFLs UK Growth by broadening its reach.
Increased Investment in UK NFL Content
In response to the rising interest, the NFL has invested in creating content tailored specifically for UK audiences, which has been a significant factor in NFLs UK Growth. NFL UK, the league’s official presence in the UK, produces content that speaks directly to British fans. This includes interviews with UK-based fans, content that explains NFL rules and strategies, and coverage that highlights British players who make it into the NFL or play in college football programs in the United States.
This content, often shared across social media and the NFL UK website, helps bridge the cultural gap, making American football more relatable to British audiences. By creating content that resonates with UK fans, the NFL ensures its place in the British sports landscape and solidifies NFLs UK Growth with a knowledgeable and passionate fanbase.
The Long-Term Potential of NFL Expansion in Europe
While the NFL’s growth has been significant in the UK, the league also has its sights set on broader European expansion, building on NFLs UK Growth as a successful model. The success of the London Games has inspired talks of bringing regular-season NFL games to other European cities, such as Munich, Frankfurt, and Madrid. The NFL has seen growing interest in Germany and Spain, and the league’s European strategy includes cultivating interest in these new markets.
For UK fans, the possibility of a European NFL division offers an exciting prospect of regional rivalries and even more games within travel distance. If a full-fledged NFL Europe division were established, British fans could become part of a larger, continent-wide community of NFL enthusiasts, further embedding American football within European culture. This potential expansion indicates that NFLs UK Growth could serve as a stepping stone for even broader international growth.
