The Rise of NFL Stadium Takeovers in Europe

When the New York Giants faced the Miami Dolphins at Wembley Stadium in 2007, few imagined it would spark a long-term shift in American football’s global footprint.

Over 80,000 fans turned out and braved the dismal autumn weather in London to witness the first NFL regular season game ever played outside North America. And what started as a one-off experiment has since become a cornerstone of the league’s annual calendar.

The upcoming 2025 season will feature games in four European countries, including first-time appearances in Dublin and Madrid. This marks another major step forward in the league’s effort to grow the sport on the European stage.

A One-Off to Main Event

While the game of American football had been contested around the world prior to its regular season introduction at Wembley via pre- and post-campaign exhibition fixtures, London was the testing ground for the clashes that truly count.

Initially pitched as a single event, the UK capital quickly proved it had both the appetite and infrastructure for more. Since that debut game, London has hosted a total of 39 NFL regular-season matches across three stadiums: Wembley, Twickenham, and now Tottenham Hotspur Stadium.

The latter even includes a purpose-built NFL surface underneath the pitch, underscoring the league’s long-term ambitions.

These games in England’s capital transcend beyond the field; they mimic the whole set-up you’d expect to see at grounds like the MetLife Stadium or FedEx Field. They include fan festivals, pre-game tailgates, and immersive city-wide events that attract thousands from across the UK, Europe, and further afar.

Tickets sell out quickly, and the experience blends American flair with authentic game-day energy while being essential on both the NFL and British sporting calendars.

But the league didn’t stop at London. Germany joined the schedule in 2022 with a memorable debut at Munich’s Allianz Arena. Frankfurt followed in 2023. Now, Berlin’s Olympiastadion will host its first NFL game in November, with the Atlanta Falcons facing the Indianapolis Colts.

The Most Ambitious Season Yet

The 2025 International Series is set to be the most extensive so far, featuring six games across four different European countries:

Dublin and Madrid are the latest additions. Croke Park, a revered venue in Irish sport, especially for the Gaelic Athletic Association, and with a huge 82,300 capacity, will host the Steelers and Vikings.

Meanwhile, Real Madrid’s Santiago Bernabéu Stadium is set to welcome the Dolphins and Commanders.

Loyal Fans and a Lasting Impact

The typical European NFL fan has changed dramatically over the past two decades. Today, they are deeply invested in all aspects of the sport. They follow teams, buy merchandise, play fantasy football, keep up-to-date with the latest NFL football odds, and stay informed through podcasts, YouTube channels, and social media. Ultimately, the NFL audience in Europe is now homegrown and highly engaged.

That enthusiasm is being matched by infrastructure and outreach. Tottenham Hotspur Stadium was designed with the NFL in mind. The Jacksonville Jaguars, who have played regularly in London since 2013, continue to lead in community engagement.

Their presence includes school visits and partnerships with local groups, which have been streamlined courtesy of their shared ownership with Fulham FC by businessman Shahid Khan.

In 2023, they made history by playing two consecutive games in the UK. These efforts have helped make the Jaguars one of the UK’s most recognisable NFL teams.

As previously mentioned, game day in London or Frankfurt now mirrors the experience fans expect in Dallas or Kansas City. Tailgating, live music, interactive zones, and merchandise stalls create a festive atmosphere that extends far beyond the stadium.

Attending a game in Europe is a complete NFL experience for many fans, even if they never have the opportunity to travel to the United States.

Economic and Cultural Benefits

While official figures are always difficult to fully confirm, the financial boost from hosting an NFL weekend is substantial. When Munich hosted the Buccaneers and Seahawks in 2022, the city recorded a significant spike in local spending.

Frankfurt saw similar gains in 2023. Hotels fill up months ahead of time, while local restaurants, shops, and transport services enjoy major increases in footfall and revenue.

Tourism boards are increasingly eager to bring the NFL to their cities. The economic upside, combined with global exposure, makes these games an attractive proposition.

And crucially, the NFL has found a way to blend its authentic American identity with local culture. It’s a formula that makes fans feel part of something global yet tailored to their city.

Broadcasting, Technology, and Accessibility

Television and digital platforms have played a vital role in expanding the NFL’s European reach. Sky Sports broadcasts weekly live games, and the BBC provides highlights and occasional live showings, too.

NFL Game Pass and other streaming services give fans access to every piece of action. And thanks to online clips and expert explainers, complex rules that once alienated newcomers are now part of the common vocabulary.

This accessibility has been transformative. For example, a young fan in Madrid or Berlin can now follow the league just as closely as someone in New York or Los Angeles. The knowledge gap has narrowed significantly, helping to build smarter, more dedicated bases overseas.

Players, Profiles, and Future Possibilities

Players often speak highly of their time in Europe. Many describe the atmosphere as unlike anything they experience in the United States. These games offer a chance to showcase their talent to a global audience, and their social media engagement often spikes after European appearances.

Brands and sponsors are beginning to take notice of this added exposure, and stars are often able to spend their downtime visiting their supported English football club, too. For example, New York Giants’ Russell Wilson has regularly been seen sporting Liverpool gear and is also part of the Fenway Sports Group, who own the English outfit.

Of course, there are logistical challenges. Long-haul travel, time differences, and changes in training routines can complicate preparations. However, teams have adapted well. Travel schedules are tightly managed, and there’s little evidence that international fixtures have an impact on on-field performance.

Conclusion

What started at Wembley in 2007 has grown into one of the NFL’s greatest achievements. The International Series has successfully introduced American football to millions across Europe and done so with respect for local culture, careful planning, and plenty of spectacle.

By 2025, the league’s reach will span from London to Berlin, and from Dublin to Madrid. Each game strengthens the bond between the NFL and its European supporters. This isn’t just a marketing initiative. It’s a movement. And it shows no signs of slowing down.