NFL’s London Experiment: From Fan Rallies to Australia, a Decade of Quirks adn growth
LONDON – The NFL’s commitment to international expansion reached a new milestone as the Los Angeles Rams announced they will play a game in Australia next year, building on a decade of experience cultivating a fanbase in London. While the league continues to refine its formula for success across the Atlantic, the London games have become a fixture of the NFL calendar, marked by unpredictable results, logistical challenges, and significant revenue generation.
The Rams are no strangers to London, holding a 2-2 record including victories in 2017 and 2019 under head coach Sean McVay.Thier initial London appearance came during their time in St. Louis. This expansion to australia underscores the NFL’s ambition to tap into new global markets.
The league’s foray into London,beginning in 2007,hasn’t been without its growing pains.Early efforts included elaborate fan experiences,such as rallies on Regent Street and a memorable (and soggy) appearance by the Dallas Cowboys roster at Trafalgar Square in 2014.
However, the path hasn’t always been smooth. The Athletic’s Michael Silver has documented the organizational changes that followed underwhelming results from the London games. Despite these challenges, statistical anomalies and peculiarities consistently emerge in transatlantic matchups.
The Jacksonville Jaguars have been the most frequent visitors to London, playing annually as 2013 (excluding the 2020 Covid-19 season). The Miami Dolphins (1-4) and Minnesota Vikings (5-0) have also participated in multiple London games. The Green Bay Packers were the last of the 32 NFL franchises to make the trip. Several teams, including the Cowboys, Pittsburgh Steelers, Kansas City Chiefs, Washington Commanders, Indianapolis Colts, Arizona Cardinals, Philadelphia Eagles, Carolina Panthers, Houston Texans, and Packers, have only played once in London. The San Francisco 49ers, despite holding international marketing rights in the UK, last played in London in 2013.
London games have delivered a wide range of outcomes, from low-scoring affairs to lopsided victories - notably Jacksonville’s 44-7 rout of Baltimore in 2017 – and high-scoring shootouts. Dramatic comebacks, like the Detroit Lions’ 22-21 victory over the Atlanta Falcons after trailing 21-0 at halftime in 2015, and even a tie between Washington and Cincinnati in 2016, have added to the unique narrative of NFL London.
