If you follow sports, use social media, or even just keep up with current affairs, chances are you’ve come across something about American football (or the National Football League – NFL) in the past week.
Maybe it was the buzz around rookie sensation Jayden Daniels, Taylor Swift cheering on her partner at a Kansas City Chiefs game, or, most importantly, the upcoming Super Bowl LIX, where the Philadelphia Eagles will face off against the Kansas City Chiefs in New Orleans.
That got us thinking: how does the UK public feel about the NFL? Do we love it, hate it, or even care about Super Bowl Sunday at all?
Our findings suggest a fair amount of interest, with 19% of the UK population following the NFL during the regular season. That figure jumps to 26% among men, but the most notable trend is the strong interest from younger audiences; 24% of 18–24-year-olds and 31% of 25–34-year-olds follow the NFL, compared to just 14% of 55–64-year-olds.
But here’s the real question: who in the UK is actually staying up past midnight on Sunday to watch Super Bowl LIX? While the NFL has a decent following, does the Super Bowl attract a broader audience?
According to our survey, 12% of the UK public plan to watch Super Bowl LIX. But certain groups are more likely to tune in:
- Millennials (21%) and Gen Z (18%) are the most engaged.
- 25% of the UK’s black community plan to watch – the highest likelihood among any demographic.
- Londoners are the most likely to stay up late, with 34% planning to watch or knowing someone who will.
- Those earning above the national average are also more likely to tune in, at 23%.
Clearly, the NFL and Super Bowl generate significant interest in the UK, particularly among younger audiences. But could that figure be even higher?
When we asked UK-based NFL followers which teams they support, neither of this year’s Super Bowl contenders cracked the top three. Instead, the Chicago Bears, Buffalo Bills, and Dallas Cowboys were the most popular choices. Could the number of UK viewers have been higher if the Bills hadn’t lost to the Chiefs in the playoffs? We’ll never know for sure.
What we do know, however, is that nearly half (49%) of UK-based NFL followers want to see more regular-season games held in London beyond the current three. That number jumps to 57% among those with children—an interesting angle for the NFL as it looks to expand its UK presence.
The NFL has built a steady following in the UK, with a growing appetite for more games on this side of the Atlantic. As for Super Bowl LIX, let’s hope there aren’t too many tired eyes in the office on Monday morning!
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