English soccer club Tottenham Hotspur have expanded their partnership with American football’s NFL through the 2029-30 season in a deal that will see the club’s stadium become the official home of all NFL games staged in the UK.
The club’s original 10-year deal was struck in 2015 and the renewal will see at least two regular season games per year played at Tottenham Hotspur Stadium in North London as part of the NFL’s internationalization strategy.
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In a statement, NFL commissioner Roger Goodell said: “Growing the game globally is a major strategic priority for the league.
“Our commitment to Tottenham Hotspur Stadium will allow us to continue to bring extraordinary NFL experiences to fans in London while creating a positive social and economic impact on the local community.”
The NFL, which invested £10 million ($12.5 million) in the initial building of the 62,850-seater Tottenham Hotspur Stadium, pays a rental fee to Tottenham for each game, while the club benefits through the sale of food, drink, and merchandise.
Spurs chairman Daniel Levy said: “Our partnership with the NFL has been integral to our wider vision for the stadium and delivering a sports and entertainment destination in London.
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By GlobalData“Creating additional recurring sources of revenue to reinvest in our football activities is a key part of the club’s financial model.”
The league is staging five international regular-season games this season, including two at Tottenham and another at London’s Wembley Stadium in October, while Frankfurt in Germany will host two more NFL games in November.
The London swing comes first with the Jacksonville Jaguars to take on the Atlanta Falcons at Wembley Stadium on October 1 as part of a separate deal that sees the London venue host one game per season. That deal is due to expire next year.
The Jaguars will then move on to playing the Buffalo Bills on October 8, while the Tennessee Titans will face off against the Baltimore Ravens on October 15. Both those games will be played at Tottenham Hotspur Stadium.
The NFL’s Germany games come as part of a deal running through 2025 and will see Super Bowl champions the Kansas City Chiefs play the Miami Dolphins on November 5 at Frankfurt Stadium. A match-up between the New England Patriots and the Indianapolis Colts will then follow on November 12.
Both the Chiefs and Patriots have been allocated Germany as an International Home Marketing Area (IMHA) through a program that began at the end of 2021.
The Jaguars, meanwhile, have been assigned the UK as an IHMA, with a long-standing association with that country. They will play their 10th and 11th fixtures there this year. In total, 33 NFL games have been held in London so far.
The league has prioritized increasing its international presence after awarding IMHAs to 18 of its 32 franchises across eight countries to build its brand appeal and fanbase globally.
The eight IHMAs are the UK, Germany, Mexico, Canada, Brazil, Spain, China, and Australia. Franchises are not limited to just one and indeed in some cases now have access to three.
