Wembley's American Sunday: How London Embraced the NFL's Finale
A persistent London drizzle did nothing to dampen the spirit of Petal Kaddu on Wembley Way. The brand ambassador, wrapped in a poncho and a half-Jaguars, half-Rams scarf, was all energy, seeking high-fives from the thousands streaming toward the stadium. 'My family in New York are crazy for the Jets,' she explained. 'So I am, too.' Her enthusiasm was a perfect snapshot of the scene: a distinctly American spectacle has found a fervent British home.
The 2025 London Games concluded that day at Wembley, capping another season where the NFL's international push filled UK stadiums. The league's strategy to cultivate fans abroad is clear, with games now routine in São Paulo, Berlin, and Madrid, and Melbourne and Rio de Janeiro scheduled for 2026. In Britain, an estimated 6 million fans help ensure instant sell-outs.
London itself plays along. Pubs near Victoria station were awash in Jacksonville Jaguars teal, serving themed drinks and food. In Soho, pop-up shops sold limited-edition merchandise. The Jaguars, with strong local ties through owner Shahid Khan's Fulham FC, enjoy a slight edge in loyalty, but Rams colors were everywhere, too.
At Boxpark Wembley, the air smelled of Philly cheesesteaks and beer as a cover band played. The crowd was a mosaic of jerseys—devoted Brits alongside visiting Americans. 'More bars than back home,' noted one fan from Tampa, though she missed the traditional tailgating.
The commitment was undeniable. Fans like Glaswegian Chris Fellowes, his face painted in Rams blue and yellow over a kilt, spoke of a lifelong passion born from a televised game. Near the stadium concourse, Southampton's Simon Singleton held court in a full jaguar-print outfit, a bowler hat atop his head. 'If you're going to do it, you might as well go for it,' he said, a sentiment that echoed throughout the day.
On the field, the Los Angeles Rams dominated, winning 35-7 behind a record-setting performance from quarterback Matt Stafford. Yet, the final score felt almost secondary. As the crowd dispersed into the wet night, a loud, drawn-out chant—'Duuuval!'—hung in the air, a testament to a tradition that now feels firmly planted on British soil.