With the NFL London Games returning to the capital this coming weekend, American Football is fast becoming more than just attending a match for UK fans.
New research from American Express, the Official Payments Partner of the NFL, reveals that the average UK fan surveyed planning to attend a game expects to spend £453* per game across their NFL London experience. This includes spending across tickets, travel, accommodation, food and drink, merchandise and entertainment.
The findings are supported by American Express Cardmember data** which shows Amex Cardmember spending across the capital was, on average, 10% higher during the 2025 NFL Games Weekends compared with the previous year. Cardmember spending on entertainment, lodging and dining increased markedly over that period, highlighting the positive economic contribution associated with the NFL London Games.
42 NFL regular season games have been played in London since 2007, welcoming over 3 million fans to stadiums, and creating more than £2 billion in economic impact.***
Aaron Burke, Vice President, Global Brand Sponsorships and Experiential Marketing at American Express said: “The NFL London Games have become a major moment in the UK sporting calendar, and our research shows the experience for fans extends far beyond what happens on the field. Fans are making the most of the occasion, and dining, hotel stays, shopping and more are all part of their experience. As the Official Payments Partner of the NFL, we’re proud to help fans get closer to the experiences they love while celebrating the incredible growth of the sport in the UK.”
Nine in ten (91%) UK NFL fans surveyed who plan to attend a London Games match travel from outside the capital for the fixture, while seven in ten (70%) plan to stay in London for at least two to three nights, turning the game into a wider city break.
Almost half (46%) of match-attending fans have previously bought or expect to buy official NFL merchandise, such as team jerseys, hats and souvenirs, while a third (34%) expect to spend on American-style food and drink. Spending also extends well beyond the stadium, with fans planning to visit the capital’s pubs and restaurants, spend in retail stores and enjoy London’s attractions as part of their experience.
