Why the NFL Is Playing More Games in London

London’s games are part of the NFL’s international growth plan, but recent ticket-price complaints raise questions about demand and the league’s next steps.

SportsOctober 6, 20263 min readHow Sureno writes this

The short version

The NFL plays regular-season games in London as part of a wider effort to bring games to fans outside the United States and grow its international audience ²³.
London has hosted 43 NFL games, and the league says its UK fanbase is 18.6 million, including 4.5 million avid fans ¹.
In 2026, the NFL is playing a record nine regular-season games abroad, with three in London and new games in Melbourne and Rio de Janeiro ².
Ticket demand has not been uniform: one Tottenham game drew 60,907 after prices were cut, while a different game at the stadium sold out quickly ¹.

Why does the NFL play games in London?

The NFL uses London games to take regular-season football to fans beyond the United States. The league’s international series has also included games in Australia, Brazil, Germany, Ireland and Spain, with a return to Mexico planned in 2026 ²³.

London is a useful base for that effort: the league has staged games there repeatedly, and Sky Sports says the experience helped establish a model for bringing teams in, preparing them and getting them back out ¹². The sources describe international growth as the aim; they do not provide a breakdown of the league’s revenue from London games.

How many NFL games are being played in London in 2026?

Three London games are scheduled across the month, as part of a season with a record nine regular-season games outside the United States ². Two are at Tottenham Hotspur Stadium, followed by a game at Wembley Stadium on October 18 ¹².

The teams named in the schedule are the Washington Commanders, Indianapolis Colts, Philadelphia Eagles, Jacksonville Jaguars and Houston Texans ¹². The international schedule also reached Melbourne and Rio de Janeiro for the first time in 2026, according to Sky Sports ².

Are NFL London games still popular with fans?

There are signs of strong interest, but demand varies from game to game. The Eagles-Jaguars game at Tottenham sold out in hours, while tickets remained available for the Commanders-Colts game and the Wembley matchup ¹.

The Commanders-Colts crowd was 60,907 after ticket prices were reduced, according to the BBC. The league says it has 18.6 million fans in the UK, of whom 4.5 million are considered avid ¹. Those figures indicate a sizable audience, but they do not by themselves show how many people are willing or able to attend each game.

Why were ticket prices cut for an NFL London game?

Tickets for the Commanders-Colts game initially went on sale for £79 to £245. Prices were reduced twice, in late August and again the week before the game, and some people who paid £185 found themselves seated near fans who had bought tickets for £79 ¹.

That pricing difference drew criticism from some long-term fans. The available reporting describes the price changes and the uneven ticket sales, but does not establish exactly why the league lowered prices or whether this reflects a longer-term decline in interest ¹.

Could London get its own NFL team?

A permanent European team is raised as a question in the reporting, but the sources do not announce a plan or give a decision on whether one will happen ². Hosting games abroad is not the same as establishing a team that plays its regular schedule in Europe.

The league is expanding the number and spread of international games. Whether that leads to a European team remains uncertain in the material available here ².

What we don't know yet

Whether the NFL will establish a permanent team in Europe; the sources raise the possibility but report no decision ².
Whether ticket sales for the 2026 London games point to a lasting change in demand; the reports show different results between matchups ¹.
Why the NFL reduced prices for the Commanders-Colts game and how it will set prices for future London games ¹.

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Questions people ask

What is the NFL International Series?

It is a series of NFL regular-season games played outside the United States ³. Games have been held in countries including the United Kingdom, Australia, Brazil, Germany, Ireland and Spain ³.

Where are the 2026 NFL London games being played?

Two of the three London games are at Tottenham Hotspur Stadium, and the final game is at Wembley Stadium on October 18 ¹². The games feature the Commanders, Colts, Eagles, Jaguars and Texans ¹².

How many NFL games are outside the US in 2026?

The NFL is playing a record nine regular-season games abroad in 2026, according to Sky Sports ². The season includes games in London, Melbourne and Rio de Janeiro, as well as a game in Paris ².

Did the NFL lower ticket prices in London?

Yes. Ticket prices for the Commanders-Colts game were reduced twice after going on sale, with listed prices originally ranging from £79 to £245 ¹. The cuts meant some fans paid much less than others seated nearby ¹.

Is the NFL starting a team in London?

The available sources do not report a decision to create a London or European team. They describe more international games and raise a European team as a possibility, but leave the question open ².

Sources

NFL London: 'Money-grab' or celebration? London series begins amid anger over ticket prices — BBC Sport
The NFL returns to the UK more committed than ever to international growth after Rio and Melbourne games - but is a European team possible? — Sky Sports
NFL International Series — Wikipedia

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