NFL regular season ticket sales double as UK interest and International Games fuel global growth
On the eve of the new National Football League (NFL) season, data from the world’s leading ticket marketplace, viagogo, shows how American Football fandom in the UK, and around the world, continues to grow, helping total league ticket sales double ahead of the 2023 season.
Such is the sport’s standing in the UK, based on ticket sales for the 2023 NFL regular season*, the territory now ranks third overall for total NFL ticket purchases globally, behind only the US and Canada.
These numbers are driven by the huge demand for the NFL’s International Games, which has seen London host 33 regular season games since 2007, with three more matches scheduled this October.
Indeed, viagogo has registered a 90% increase in sales for the 2023 International Games – which also includes two further games in Frankfurt, Germany – compared to the same fixtures last year.
Ahead of the 2023 NFL season kick-off on Thursday, September 7, when the Detroit Lions take on the Kansas City Chiefs, the defending Super Bowl champions, transaction data from viagogo’s marketplace shows:
INCREASE IN DEMAND FOR INTERNATIONAL GAMES IS DRIVING THE GLOBALISATION OF THE SPORT
Fans buying tickets for NFL games this season come from 74 different countries – 50% more than 2022 (49 countries).
Fans from 47 countries have purchased tickets to the international games in Frankfurt and London, 36 for the London game alone.
The game in Frankfurt is this season’s #2 most in-demand game – across all league games, with a strong trend of fans traveling for the games.
LAS VEGAS RAIDER THE MOST IN-DEMAND TEAM FOR 2023, AS AARON RODGERS PROPELS JETS SALES
With the Super Bowl set to take place in Las Vegas for the first time, the hometown Raiders are the most in-demand team – up almost 3x from last season – based on cumulative ticket sales for the 2023 season, ahead of the Dallas Cowboys and the Miami Dolphins.
The Jets have witnessed the highest rate of increase in cumulative ticket sales for the 2023 season, seeing a 5.5x (451%) jump in sales compared to last season as fans take the opportunity to see legendary Aaron Rodgers in New York.
The Kansas City Chiefs have seen the second biggest jump in sales (317%) as they try to become the first repeat Super Bowl champions since 2004.
Pittsburgh Steelers at Las Vegas Raiders on September 24 is the most coveted game ticket based on total sales, followed by Miami Dolphins vs. Kansas City Chiefs in Frankfurt on November 5.
Regarding the insight into NFL ticket sales, Cris Miller, Global Managing Director of viagogo, said, “Sales for this NFL season follow a broader trend in surging sales for live events, with double the transactions compared to this time last year, bolstered by quarterback shuffles and rising international popularity.
“As our data proves, the NFL really has cracked the UK fanbase, which is now the third biggest ticket selling market for NFL games globally.
“The UK’s love affair with the NFL is further evidenced by the fact that this year, for the very first time, the majority of spectators for NFL London games will be UK-based enthusiasts, and not visiting fans. This represents a significant 28 per cent swing since 2019 and now stands at 58 per cent for all ticket buyers.
“The increased globalisation of the league’s fanbase is a trend we’ve observed year-over-year. Buyers from more than 74 countries have purchased tickets to NFL games this year, proving the leagues tremendous popularity overseas, with the London and Frankfurt games attracting buyers from 47 countries, alone. The burgeoning interest from foreign fans follows an overall global trend we’re seeing – people using live events as a motivation to travel.
“The NFL has done a fantastic job in creating excitement amongst international fans over a sustained period of time.”
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