The National Football League’s international growth continues to accelerate, with London, Madrid and Dublin now forming key pillars of its global expansion. London remains at the heart of this movement, hosting three regular-season games in 2025, while Madrid and Dublin each staged fixtures as part of the league’s ever-widening international calendar. Together, these cities highlighted the NFL’s deepening connection with European fans and its commitment to bringing world-class American football experiences to new audiences.

Since the first London game in 2007, the UK has hosted more than 40 matchups, with average attendances exceeding 87,000 per game. The demand for live American football experiences continues to grow, and 2025 marks another record year for fan engagement.

In response to this momentum, Seat Unique took a leading role across all three 2025 London fixtures, delivering its most extensive premium ticket and hospitality offering for NFL to date. At Wembley Stadium, home of the Jacksonville Jaguars’ annual London game, Seat Unique provided its largest-ever inventory of premium experiences, underlining its commitment to enhancing how fans engage with the sport.

Across all fixtures, Seat Unique delivered a range of elevated premium spaces - including multiple Seat Unique Clubs at each venue, the newly refurbished Number Nine Lounge, and the immersive Shadows Tunnel Experience at Wembley - alongside premium seating options. Each space was crafted to blend world-class sporting action with exceptional comfort, service, and atmosphere.

The upward trajectory of fan interest is clear: the 2025 London Game at Wembley drew 86,152 fans, reflecting the NFL’s surging popularity across the UK. Every year, the London Games sell out, increasingly recognised as standout occasions for both fans and corporate guests.

Commenting on Seat Unique’s involvement, Robin Sherry said:“The UK market for the NFL is thriving, and we’re proud to be leading the way in premium fan experiences. Our offerings across London this year demonstrate Seat Unique’s commitment to elevating live sport hospitality and creating unforgettable moments for NFL fans.”

Scott Massey, SVP of Corporate Partnerships at the Jacksonville Jaguars, added: 

“We are consistently looking for ways in which we can enhance the fan experience at our games in London, and the partnership with Seat Unique allows us to elevate the game-day experience each year.  We see more supporters embracing the excitement of the NFL internationally and the Jaguars as London's team - which was even more apparent at our Wembley home game this year.  Through Seat Unique’s premium offerings, we are able to deliver unforgettable moments for our fans and bring them even closer to the team, and the sport we all love.” 

As the NFL continues its global expansion - with more international fixtures than ever before - Seat Unique remains at the forefront of delivering premium access for fans in the UK and beyond. With a blockbuster year of NFL action in London 2025 marked a new chapter for live American football in Europe.

About Seat Unique
Seat Unique is the premium ticketing platform that provides fans with access to the very best experiences at the very best live events, across sport, music, and culture. It works directly with world-renowned venues such as Wembley Stadium, Tottenham Hotspur Stadium, and Manchester’s Co-op Live, and is trusted by top rights holders including Arsenal, Everton, and Jacksonville Jaguars UK.

Backed by high-profile ambassadors and investors including Harry Kane, Matt Dawson, and Richard Flint, Seat Unique has seen revenue growth of more than 7,921% over the past four years. It ranked 4th in the Sifted 100: UK & Ireland 2024 and 5th in the 2024 Deloitte UK Technology Fast 50.

For more information, visit https://www.seatunique.com or contact [email protected]