For years, American football was seen as a niche sport in the UK — something you’d stumble across late at night on TV but never really pay attention to.
That’s definitely not the case today. In fact, the NFL has built a growing fanbase, packed out Wembley and Tottenham Hotspur Stadium, and even inspired British universities and local teams to take up the sport. But how did it go from being an afterthought to a genuine part of British sports culture? While it’s unlikely to overtake our love of traditional footy anytime soon, here’s how the NFL gained a foothold on this side of the pond, and why we’re likely to see more of it in the months and years to come.
1. The NFL started bringing games to London.
The biggest push for American football in the UK came when the NFL decided to bring games across the pond. In 2007, the first regular-season game was played at Wembley, and since then, the International Series has exploded, with multiple games held each year at Tottenham Hotspur Stadium and Wembley. These live games gave UK fans a chance to experience the sport up close, creating new supporters and strengthening the existing ones. It turned what was once just a TV spectacle into something people could physically be part of, and seeing tens of thousands of Brits in jerseys proves how much the sport has embedded itself here.
2. Sky Sports and BBC gave it a permanent home.
For years, the only way to watch the NFL in the UK was through obscure late-night broadcasts or expensive satellite packages. Now, Sky Sports has made it a regular fixture, offering full coverage, analysis, and a dedicated NFL channel. The BBC has also jumped on board with “The NFL Show,” making the sport more accessible to casual viewers. With more exposure and quality commentary, British fans are becoming more invested in the league and its storylines. Whether it’s watching a full game or just catching RedZone for all the action, it’s now easier than ever to follow the NFL in the UK.
3. Fantasy football has hooked more fans.
Fantasy football has been a huge part of the NFL’s success in the US, and now it’s taking off in the UK. Thanks to apps like NFL Fantasy and ESPN, more Brits are getting involved, learning about players and teams they might not have cared about before. Even people who didn’t grow up watching the sport now find themselves glued to RedZone on a Sunday, tracking their fantasy points and suddenly caring about whether a backup running back scores a touchdown. It’s transformed casual viewers into dedicated fans, even if half of them only joined their fantasy league because their mate pressured them into it.
4. The Super Bowl has become a major UK event.
It wasn’t that long ago that the Super Bowl was just a random late-night event that only hardcore fans stayed up for. Now, it’s a full-blown spectacle in the UK, with bars, cinemas, and even major brands hosting viewing parties. More Brits are staying up until 4 am to watch the big game, and the half-time show alone has helped bring in casual viewers. Whether people are watching for the sport, the commercials, or just the excuse to eat a ridiculous number of wings, the Super Bowl is now a proper UK event, especially when big-name artists like Rihanna and The Weeknd are performing (or, as is the case in 2025, Kendrick Lamar and Sza).
5. British players are making it to the NFL.
Seeing British players succeed in the NFL has helped boost interest in the sport. Players like Efe Obada, Jay Ajayi, and Jordan Mailata have shown that the UK can produce top talent in American football. With the NFL’s International Player Pathway Programme, more young British athletes are getting a chance to break into the league, giving fans over here more reasons to watch and follow the sport. Seeing someone from London or Birmingham playing on an NFL team makes it all feel a bit more real for Brits.
6. Universities and local teams are growing the game.
American football used to be something you only saw in American high schools and colleges, but now it’s gaining real traction at British universities. More unis now have competitive American football teams, and local clubs are popping up across the UK. The British American Football Association (BAFA) has helped grow grassroots participation, giving young athletes a chance to get involved. With better coaching, facilities, and pathways, the sport is becoming more than just a novelty—it’s becoming a genuine option for young athletes.
7. The Taylor Swift effect is a big thing.
Let’s be honest — if anyone can make British people care about American football, it’s Taylor Swift. Since she started dating Kansas City Chiefs tight end Travis Kelce, NFL viewership has skyrocketed, including among casual UK fans who previously had no reason to watch. Her appearances at games have turned matchday coverage into a pop culture event, with Swifties suddenly knowing what a touchdown is and why Kelce is a big deal. Even if some traditional NFL fans roll their eyes at it, there’s no denying that Taylor’s presence has brought a whole new audience to the sport, including British fans who previously had no interest in the Chiefs, the NFL, or any American sports.
8. The rise of social media and streaming has a lot to do with it.
Social media and YouTube have made it easier than ever for British fans to follow the NFL without having to stay up until ridiculous hours. Highlights, analysis, and player interviews are available instantly, helping newcomers understand the game and stay engaged. Platforms like Twitter, TikTok, and Instagram have also played a big role in getting younger fans involved. Whether it’s viral clips of crazy plays, hilarious NFL memes, or even clips of Travis and Taylor together, the league has found a way to reach new audiences in the UK.
9. The international fan culture is growing.
It used to be that if you were an NFL fan in the UK, you were part of a niche group. Now, major cities have dedicated NFL fan groups, bars showing games, and full-blown tailgate parties before London games. Seeing more people wear NFL jerseys in the streets, chat about their teams in pubs, and make the trip to the US for live games shows just how much the sport has embedded itself in British culture. It’s gone from being a weird American thing to a proper, growing fandom over here.
10. The sport offers something different from football.
Let’s be honest, British football can sometimes feel repetitive, with the same teams dominating and the same controversies happening every season. The NFL, with its unpredictable games, draft system, and unique playoff format, offers something fresh. The excitement of ‘any team can win it’ (unless you’re a Jets fan), combined with the sheer spectacle of the sport, has given British fans an alternative to the usual football routine. And for many, it’s becoming a new Sunday tradition, whether they fully understand the rules yet or not.
