NFL

Since staging its first regular-season Game in 2007, the NFL has had a regular presence in London and established a London-based office, steadily growing its presence. The League sought to evaluate the cumulative total economic and social impact delivered to London over the 2007–2024 period, covering Games, operations and community initiatives.

We assembled a longitudinal dataset that combined operational records, survey results, and external data. This enabled us to construct a robust picture of the economic and social value created by 17 years of NFL activity in the city. Our approach ensured methodological consistency across multiple years and venues, allowing for meaningful comparisons and a reliable overall figure. We also assessed community programmes, capturing both direct and wider legacy benefits.

The analysis demonstrated that the NFL generated £2.2 billion of economic impact in London between 2007 and 2024. This body of evidence has been instrumental in strengthening the League’s partnership with the city, supporting discussions on future Games, and showcasing the NFL’s long-term contribution to London’s economy and communities.