Until going to University, I didn’t have much time for NFL. I couldn’t get behind the lengthy time to complete a one-hour game with all the stoppages, reviews and timeouts. Yet more recently it’s a sport I’ve become fond of, although ask me that after staying up for the near-five hour slog the Super Bowl is, I may say otherwise.
I can’t be the only one warming to the sport, because viewing figures in the UK have been growing year on year. Despite the lack of London games due to the COVID-19 pandemic, ratings went up by 8% on Sunday evening games in 2020, and digital content engagement increased by 54% (Front Office Sports).
NFL’s fanbase is also a largely youthful one, 57% of the estimated four million followers are under 35, meaning it should have a bright future.
There are of course barriers, NFL coverage may be largely behind a paywall on Sky Sports, but having Monday night games free on Channel 5 for the first time since 2009 and the Super Bowl on BBC certainly aids NFL’s appeal to the UK market.
So how does a US-based sport infiltrate such a diverse sporting nation that the UK is? Hosting regular season games in London
For the first time since 2019, NFL crossed the Atlantic to play some games in London as part of the International Series. NFL’s presence in hosting fixtures in the UK dates back to 2007, with the New York Giants defeating Miami Dolphins 13-10 in a cagey affair at a packed Wembley Stadium.
The number of games has increased in recent years, since 2013 at least three games were held this side of the pond, excluding 2020. Jacksonville Jaguars have played a home game in London every year since 2013.
In addition to Wembley, Twickenham and, more recently, the Tottenham Hotspur stadium have hosted games. This increasing presence is matched in viewing figures, and strong attendance, Wembley games for example have averaged over 83,000 fans.
First up in the 2021 International Series edition was the Atlanta Falcons vs New York Jets on Sunday 10th October, followed by the Jacksonville Jaguars facing off against Florida rivals, the Miami Dolphins a week later. The Falcons and Jaguars ran out victors, 27-20 and 23-20 respectively. Both games took place at the Tottenham Hotspur Stadium and both had over 60,000 fans watching each match.
With an increasing number of games being held in the UK, and a steadily rising fan base. The question remains, could a London team feature in the NFL?
Personally, I can’t see it simply because of the logistics. Now with a 17-game regular season, at least eight teams would require travelling to the UK, and the London team would need to travel to the US to play eight or nine games.
There is also the issue that the NFL already has 32 teams split evenly, so an existing team relocating looks a far more ideal prospect, but this is a deeply unpopular move in the US, let alone across the Atlantic. Just ask fans of the Rams.
Whilst a London team is a pipedream for now, there is certainly hunger in this country for NFL. The International Series continues to be a hit and solidifies the ever-growing popularity of the sport by allowing fans direct exposure.
