Since 2007, the NFL has brought games to London, introducing the sport to new audiences. This year, it took things up a notch with its first-ever game in Ireland, marking another step in its international expansion.
In the past, the NFL’s international approach often felt like it was trying to introduce a new sport rather than embed it within local culture. But to truly connect with audiences over here in the UK, you have to meet them where they are, not simply replicate how it’s consumed in the US.
This year, the NFL finally got that balance right. Its 2025 UK and Ireland campaign hit the cultural brief, speaking directly to fans on this side of the pond in ways that spark excitement, engagement and genuine connection.
It began with a social film narrated by Geoff Bell, the quintessential British “hard man” actor known for real British heritage films such as; Green Street, The Business and Mean Machine. His gritty delivery and recognisable voice set the tone perfectly. The message was simple but powerful: American football isn’t new here. It’s already part of our culture, in pubs, on screens and in conversation.
The campaign extended beyond screens with smart on-ground activations. The NFL’s celebrity flag football game, in partnership with YouTube, featured a blend of global and local names. Stars like Gunna, Deestroying and Chad “Ocho Cinco” Johnson lined up alongside UK figures such as Aitch, Eman SV2, Mabzkel, Jamie Laing, Sam Thompson and Nella Rose. The result was a high-energy experience that felt authentically British yet globally connected, streamed live to fans everywhere from the Copper Box Arena.
The creativity continued in Leicester Square, where the NFL and Fanatics partnered with UK artists Slawn and Nigel VMU for a large-scale public installation. The two 35-foot inflatable sculptures, called “Gameday Giants”, symbolised the shared traditions and unity between the US and UK sporting cultures. It was a visual statement of the league’s growing international footprint.
The NFL also teamed up with Starter and UK rap legend Giggs on a limited-edition capsule drop that fused American football with London street culture. The collection launched with a pop-up in Soho’s The Lobby by 777Stores, where they brought the energy of American football, fashion, and culture to the heart of London. A few days later Giggs performed at the Broncos vs NY Jets halftime show, joined by another cultural icon, JME, creating the perfect finale to a standout collaboration.
This year the NFL leaned into local identity in a way it hadn’t before, from tone of voice to collaborations, from local storytelling to cultural touchpoints. The 2025 International Games connected well with UK&Irish culture creating the perfect stepping stone for future games to come. Their presence wasn’t just visible but was definitely felt. A well-played move by everyone involved.