The NFL’s internal research found that the UK has a base of 13 million fans American Football fans, around 4 million classed as ‘avid’. Participation at youth level has grown at 15% every year for the past decade. The league is confident that the number of fans in the UK will continue trending upwards, so much so they’ve invested in even more fixtures being played in London in the upcoming years.
It’s the biggest sport in the US; the super-bowl regularly tops out at well over 100 million American viewers and many more around the world. Over the pond, 18-34-year-olds are the most likely age group to have an interest in the sport, something we see on our shores too. Younger consumers are driving interest in the UK and it’s therefore easy to see that general awareness will continue to grow. More people watched the Super-Bowl in the UK last year than some big Champions League fixtures.
If the statistics haven’t excited you, consider that the average game runs for around 3/4 hours. With all that time needed to watch, there is plenty of need for drinks, food and snacks. In the US, American Football occasions are a key driver of lager volumes and finger foods; 1.3 billion chicken wings are eaten during the Super-Bowl alone. Burgers, hot dogs, nachos, chicken wings and ribs are easy to produce, popular and offer good margins.
The 99th season of the NFL will kick off on the 6th of September 2018, with fixtures running right through until the Super-Bowl on the 3rd of February. With the games typically played during Sunday evenings, there is a significant opportunity awaiting licensees to attract customers on what is usually the quietest night of the week.
Head back here in July to find our complete guide to making American Football work for your outlet. You will find the ideas, insight, and tools you need for you to get the ball rolling - if you have any questions, comments or require any extra assistance, get in touch with us below;