"The NFL's been flirting with London for ages, but 2025 had a different vibe. More games, bigger crowds, and a betting scene that finally felt alive suddenly, London didn't just feel like a side quest for American football. The season felt like a turning point. So, was 2025 actually a standout? Did bettors see it that way? Let's dig into what really happened, from the stands to the top online sportsbooks in the UK and across the globe."
"If you want proof, just look at the viewership. The 2025 overseas games broke every record the NFL had set for its international push. More than six million people watched the London games on TV or online. Streaming got a huge boost, especially with fans in the UK and Europe. Even in the U.S., fans started treating those early kickoffs like must-see TV."
Seven regular-season NFL games were held overseas in 2025, a record, with three hosted in London between Wembley and Tottenham. Matchups featured playoff contenders and marquee quarterbacks, giving the games meaningful stakes for fans. Over six million viewers watched the London games across TV and streaming, driving a significant streaming surge in the UK and Europe and attracting strong U.S. interest for early kickoffs. Broadcasters expanded pregame coverage and social media engagement around the London fixtures. Crowds filled stadiums and atmosphere intensified. The betting market in the UK showed renewed activity as sportsbooks offered broader markets and in-play options tied to the London schedule.
Read at London Business News | Londonlovesbusiness.com
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