The National Football League and Fanatics, the league’s official retail partner, will open an NFL Shop pop-up retail store in central London ahead of the NFL’s first international game in the city on Oct. 5.
Located at 5-7 Carnaby Street, the pop-up store will open its doors from Thursday, Oct. 2, to Monday, Oct. 20, offering fans a unique opportunity to shop official NFL jerseys and an assortment of wider merchandise across NFL teams ahead of game day.
Fans are encouraged to visit the store early, where they will have the opportunity to buy exclusive 2025 NFL London game merchandise and have the chance to access a range of limited-edition collaborations and merchandise that include Minnesota Vikings x UNRL and the Football x Football jersey range.
The addition of the city-center London store reflects the rapidly growing passion for American football in the UK. Outside of North America, the UK ranks as the best-selling country for merchandise sales globally on the official NFL online store in 2025, a testament to the enthusiasm fans in the UK have for the sport.
“London has become a key international home of the NFL, and the excitement around the International games when it visits the city is always incredible,” said Stephen Dowling, international president at Fanatics. “Carnaby Street is such an iconic destination, and opening a store right in the heart of the West End while the games are in town means fans, even if they are not going to the game at Wembley, can get their hands on the widest range of official NFL gear and be part of the buzz around the sport”.
This opening builds on Fanatics’ recent activations across Europe, including successful retail outlets across Dublin city center during the first-ever NFL game in Ireland, as well as upcoming city-center retail store in Berlin to support the NFL game in Germany. It forms part of a wider European strategy by the NFL and Fanatics to bring the game closer to fans during and beyond the International games.
“The launch of the NFL Shop pop-up store on Carnaby Street is another important step in bringing our sport even closer to fans,” said Salha Latif, vice president, international consumer products. “With the International games returning to London, the store gives fans a unique opportunity to engage with the league, access exclusive merchandise, and be part of the excitement in the heart of the city”.
Location — 5-7 Carnaby Street
Dates — Oct. 2 to Oct. 20
Opening hours:
Monday to Saturday: 10 a.m.-8 p.m.
Sunday: 10 a.m.-4 p.m.
