The NFL is plotting a comeback to London next year.
It’s welcome-but-not-surprising news for American football fans in the UK that have come to expect annual gridiron competitions on British soil.
The NFL has staged regular season games at London’s Wembley Stadium since 2007. The series was expanded to additional games at Twickenham Stadium in 2016-17 and Tottenham Hotspur Stadium in 2019.
The 2021 London Games schedule has yet to be announced. League officials are eyeing a four-game slate that includes two contests each at Wembley and Tottenham Hotspur Stadiums.
American football is No Stranger to the UK
The London Games represent the NFL’s latest and best innovation in a decades-long campaign to win over UK fans.
British entrepreneur John Marshall organized the NFL’s first British match in 1983. Dubbed the “The Global Cup,” the Minnesota Vikings defeated the St. Louis Cardinals in an exhibition game at Wembley Stadium by a 28-10 score.
The NFL continued holding pre-season games at Wembley Stadium every year between 1986 and 1993 as part of its American Bowl series.
The first regular season NFL game in London took place at Wembley Stadium on 28 October 2007. The New York Giants bested the Miami Dolphins 13-10 in what would become an annual tradition.
Wembley Stadium played host to single regular season games between 2008 and 2012. Backed by popular demand and brisk ticket sales, the NFL expanded the London Games to two contests in 2013, three in 2014-16, and four in recent years.
In 2019, over 289,000 spectators attended the four London Games, maxing out the capacities at both Wembley and Tottenham venues. Ticket sales exceeded $30 million for the pair of Wembley Stadium installments.
Research sponsored by the NFL indicates there are 15 million American football fans in the UK, four million of which are considered avid fans. Support for the NFL to locate a permanent team in London is mounting. The league is exploring the option with some insiders claiming a UK franchise could be a reality as early as 2022.
International Games Part of NFL’s Global Strategy
The NFL has stepped up efforts in recent years to court fans outside of the US. The league’s International Series —comprised of the London Games and Mexico City Games— offers international fans the authentic game day experience.
Digital fan engagement is another big reason why the NFL is increasingly popular with worldwide audiences, including those in the UK. The league offers many ways for fans to become invested in the outcome of contests.
In the US, for example, millions of supporters place weekly wagers on NFL betting odds or compete in fantasy football leagues. With the power of technology, international fans can take advantage of the same interaction opportunities.
International TV deals and online streaming services bring coverage to every corner of the globe. The NFL’s partnerships with Sky Sports and the BBC illustrate how the league is committed to making televised games widely available.
NFL Game Pass, the league’s official streaming service, provides live online access to all 256 regular season games, the playoffs, and the Super Bowl. Subscribers can also view game replays on-demand shortly after the conclusion of each contest.
London Games Schedule Arrives in May
The NFL is expected to announce London game dates and competing teams in early May 2021. Tickets will be available within 24 to 48 hours of the announcement. In past years, tickets and hospitality packages were offered by Ticketmaster and Thomas Cook Sport.
Next year’s London features are expected to be televised by Sky Sports. The NFL and broadcast giant inked a five-year deal in April to create the Sky Sports NFL, marking the first time the league has partnered with an international broadcaster on a dedicated American football channel. Sky Sports has offered NFL programming in the UK and Ireland since 1995.
Fans interested in attending the 2021 London Games can sign-up at NFL On Location for event updates.