American Football in the UK
3.4 million Brits tuned in, put on NFL jerseys and enjoyed the 74 minutes and 57 seconds (excluding ad breaks) of the 2024 Super Bowl. Usher’s headline performance was sandwiched between a thrilling game, where the Kansas City Chief won dramatically in overtime, breaking San Francisco 49er fans hearts.
The NFL (National Football League) has grown in popularity with British sports fans in recent years, helped by the excitement of games being played in London venues. Yet, American football is an anomaly, when it comes to American sports, being watched by millions in the UK. Steph Curry, Basketball superstar, made headlines when he walked around London completely unrecognised, before travelling to the Olympics last summer. But why is it the UK has taken the NFL pill over the likes of Basketball, Baseball or Hockey alternatives?
“Football” is played by two teams of eleven, who score points by running or throwing, the ball into an endzone, like rugby’s forward throwing American cousin. The NFL season, their FA Cup and Premier League blended together, has teams who have battled through the playoffs to play in the Super Bowl. It has brought in football fans who are disillusioned with how teams with the biggest budgets dominate the footballing pyramid, and Rugby fans who want to explore a game with similar characteristics to their beloved sport. Older viewers may remember the Channel 4 weekly highlights, leading to the 1986 Super Bowl being watched by 4 million Brits.
Yet, there have been alternative leagues closer to home for supporters to watch. In 1984, the first idea of a league was discussed in a hotel in Bedford. The next year, 7,000 watched the British Championship Final at Villa Park, where the London Ravens won. For 16 years, NFL Europe was a sufficient alternative, with franchises ranging from Montreal to Frankfurt. Sadly, the league failed due to its unprofitability and fans easy access to live NFL games in Europe.
Now the British American Football Federation (BAFA) organise the domestic game. Their goal is in the next ten years to professionalise British American Football. They run the BAFA National Leagues, headquartered in Kidderminster, where 60 teams play to be in the BritBowl. To develop players, BAFA offer opportunities to get involved in their leagues for all ages, contact or flag (non-contact). If more and more players can get into the sport, there is a real opportunity for the UK to have a nationally popular league and show why they deserve an NFL franchise.
The question of an NFL franchise in London has been looming for a while now. In 1986, a preseason game was first hosted in the London. The London Monarchs, who were a part of the World League of American Football and won the inaugural edition of the competition. So, the city knows how to have a winning team, but would the Londoners be able to build a fanbase?
Since 2007, no game has received an attendance less than 60,000, constantly packing out the Tottenham Hotspur Stadium and Wembley Stadium. London fans aren’t bothered about watching the best teams either. The Jacksonville Jaguars have played in London every year since 2012, with their best season being 2017 when they won 10 games. Since then, they could be compared to a mid-table Premier League side, the Crystal Palace of the US.