The first International Series Game between the Miami Dolphins and New York Giants was played at Wembley in 2007.
In 2013, the annual fixture increased to two games. The NFL London Games has since grown with four games being played to sell-out crowds in 2019 at Wembley Stadium and the new purpose-built Tottenham Hotspur Stadium in Northumberland Park.
In addition, free to attend events take place when the NFL London Games are on. These included NFL on Regents Street and NFL Kick-off at Piccadilly Circus. The Tail Gates also take place on an annual basis at Wembley.
- £6.1m in direct economic benefit.
- 15 million viewers in the US watched the NFL London Games.
“London and its stakeholders have played a huge part in the success of the NFL games we have staged in the UK since 2007. As well as operating in world-class stadia at Wembley, Tottenham and Twickenham, we have been able to stage large-scale fan events in Regent Street, Trafalgar Square and Piccadilly; have had access to some of the capital’s most iconic venues for more intimate events; enjoyed long-term partnerships with outstanding hotels and practice facilities; and worked closely with transportation, health and police services. All of this has enabled us to make the London Games a highlight of the NFL calendar and an established part of the UK sporting landscape.”Chris Halpin
Executive Vice President, Chief Strategy & Growth Officer
What we did
Business case development
We worked with the National Football League (NFL) to bring its first international competitive game to London. This included providing mayoral endorsement, use of the mayor's venues and marketing support.
We targeted media and leisure campaign activity in New York and Miami, including media promotion in New York with black taxis and a "London-hosted" game screening in Miami. We've also hosted the Jacksonville Jaguars home team picks during the live televised NFL Draft since 2015.
Event marketing strategy and city animation
We have supported the NFL with ticket marketing and social media campaigns targeting UK, Germany and US audiences via Visit London channels, as well as additional fan experiences on Regent Street and Piccadilly Circus.
We provided support on a detailed Economic Impact study and explored the feasibility of more permanent training and accommodation facilities in London (in conjunction with GLA).