NFL UK (also referred to as NFL UK & Ireland) is the British subsidiary and operational office of the National Football League (NFL), responsible for managing the league's business, marketing, and developmental activities in the United Kingdom and Ireland. It is headquartered in London, with offices located at 30 Panton Street, London SW1Y 4AJ, and additional premises at 1-9 Hills Place, London W1F 7SA.
History and Background
The NFL has maintained offices in the United Kingdom since the early 1990s. The league's initial foray into the European market came through the World League of American Football (later NFL Europe), which operated from 1991 to 2007 and included the London Monarchs franchise. Following the closure of NFL Europe, the league shifted its strategy to bringing regular-season NFL games to the UK. The first regular-season NFL game in London was held at Wembley Stadium in 2007 between the Miami Dolphins and the New York Giants.
Organizational Structure
NFL UK is led by a General Manager. Notable past and present leadership includes:
- Alistair Kirkwood – Served as Managing Director of NFL UK from approximately 2000 to 2021. He played a pivotal role in establishing the NFL London Games, growing the fanbase, and launching the International Player Pathway program.
- Brett Gosper – Served as Head of UK and Europe from 2021, succeeding Kirkwood. Gosper previously served as CEO of World Rugby.
- Henry Hodgson – Current General Manager of NFL UK & Ireland (as of 2022 onward). Hodgson previously spent 12 years working in international marketing and fan development at the NFL's Los Angeles office.
As of available data, NFL UK employs approximately 27 people and reports an annual revenue of approximately $13.4 million.
Key Activities and Responsibilities
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NFL London Games (International Series): NFL UK is responsible for organizing and promoting regular-season NFL games held in London. Since 2007, the league has staged 39 regular-season games in the UK (as of 2024). Games have been held at Wembley Stadium, Twickenham Stadium, and Tottenham Hotspur Stadium. Tottenham Hotspur Stadium was designated the "Official Home of the NFL in the UK" under an expanded partnership extending through the 2029–2030 season, with a minimum of two regular-season games per year.
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Broadcast Partnerships: NFL UK manages broadcast rights agreements in the UK market. As of the 2025 season, the NFL has multi-year broadcast partnerships with:
- Channel 5 – Free-to-air partner broadcasting Sunday evening games, the Super Bowl, and London/Dublin international games.
- Sky Sports – Pay-TV partner broadcasting more than half of all NFL games live per season, including NFL RedZone, Thursday/Sunday/Monday Night Football, playoffs, and the Super Bowl. Sky Sports has been an NFL partner since 1995.
- DAZN – Operates NFL Game Pass in the UK for live and on-demand streaming.
- talkSPORT – Radio broadcaster for over 25 live games per season.
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Grassroots and Community Development:
- NFL Flag UK: A flag football program reaching over 75,000 participants in more than 1,000 schools across the UK and Ireland.
- NFL Academy: An elite football development program for international student-athletes aged 16–19, based in partnership with Loughborough University and Barnet and Southgate College. Over 40 NFL Academy alumni have earned US college scholarships.
- NFL Foundation UK: The league's charitable arm, which committed £1 million in partnership with the Greater London Authority (2022–2024) to support community organizations and youth development.
- International Player Pathway (IPP): A program identifying elite international athletes for opportunities to earn spots on NFL rosters.
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Commercial Partnerships: NFL UK manages local sponsorship deals, including partnerships with brands such as Flutter Entertainment (Paddy Power), Samsung, and McCoys.
Fanbase and Market Position
According to NFL UK, the league has more than 13 million fans in the UK and is watched by over 20 million unique television viewers per season. No NFL London game has drawn fewer than 60,000 attendees. The Jacksonville Jaguars are the only NFL franchise with a permanent commercial presence in London, having played annual games in the UK since 2013 and maintaining a dedicated UK fan club (Union Jax). Seven NFL teams hold marketing rights in the UK through the NFL's Global Markets Program: the Jacksonville Jaguars, Chicago Bears, New York Jets, Minnesota Vikings, Miami Dolphins, San Francisco 49ers, and Pittsburgh Steelers (Northern Ireland only).
Future Prospects
NFL UK's stated ambition is for American football to become a top-three sport in the UK. Discussions regarding a potential permanent NFL franchise in London have been ongoing for years, though no formal relocation or expansion plans have been announced. NFL UK General Manager Henry Hodgson has stated that the fanbase, government support, and commercial infrastructure exist to support a London franchise, but the league has not confirmed any timeline for such a move.
