The Kansas City Chiefs’ Super Bowl LVIII win against the San Francisco 49ers was watched by 3.7m viewers in the UK, marking an 18% year-over-year (YoY) increase.
The showpiece game, which saw the Chiefs become back-to-back champions at the Allegiant Stadium in Las Vegas, generated an average of 1.2m viewers across the UK.
Overall, the Chiefs’ 25-22 victory delivered a global TV audience of 62.5m, while international viewership increased by 10% YoY.
By comparison, last year’s matchup between the Chiefs and the Philadelphia Eagles generated global viewership of more than 56m.
Coverage on NFL Game Pass on DAZN rose by 61% YoY throughout the Super Bowl week, in the first year of the streaming giant’s partnership with the NFL. The 10-year deal enables DAZN to deliver all NFL games to fans outside of the US.
Through the NFL’s Global Markets programme, more than 50 in-market activations were launched internationally for this year’s Super Bowl, including watch parties in the UK, as well as in Australia, Brazil, France, Germany, Ghana and Mexico. These were hosted by teams involved in the programme, partners and broadcasters.
Peter O’Reilly, the NFL’s EVP of Club Business, Major Events & International, said, “The Super Bowl is a moment that fuses sport and entertainment like nothing else, and Super Bowl LVIII was no exception, bringing together fans in every time zone around the world for a football and cultural spectacle.
“The global growth of the game is a major strategic focus for the league and the 32 teams, and we look forward to continued momentum in the coming years.”
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