LONDON — NFL’s Ticketing Woes
Andy Burrows, a devoted fan, describes the NFL’s ticketing approach for the upcoming game at Tottenham Hotspur Stadium as “a bit shambolic.”
Initially, tickets for the Indianapolis Colts versus the Washington Commanders went for as much as 245 pounds ($325). However, after struggling with sales relative to previous years, the league opted to lower prices in an effort to ensure a full stadium in north London.
For those who purchased tickets at full price earlier this summer, it’s quite frustrating. And this issue arises as the NFL pushes forward with its plan for international expansion.
“It’s clear they don’t really care about the fans. As long as there are fans in the stands to make it look good on TV, that’s all that matters to the NFL,” Burrows stated, adding that he’s not the only one feeling this way. “I talk to fans daily.”
With concerns about attendance dipping below 60,000 for the first time, the league recently slashed the remaining ticket prices to 79 pounds ($105), the lowest in 2026, even affecting some premium seating options.
Burrows himself paid 235 pounds ($312) for a seat near the 15-yard line during an early sale, primarily motivated by his passion for the Commanders. Yet, just last week, an empty seat next to him was sold at the discounted rate.
The London native isn’t just an average fan; he was named the NFL international fan of the year in 2025 for his dedication to supporting the Commanders.
NFL’s Last-Minute Discounts
Historically, the league has enjoyed robust ticket demand for its London games. Recently, they reached out to fans about the price drops and partnered with UniDays, offering tickets at half price for students.
“Now people might just think, ‘I’ll wait for the discounts.’ And that’s the risk they’ve created—it’s like rolling the dice on ticket purchases,” Burrows commented.
Matt Cullen, a local fan who’s been vocal about rising prices and feeling overwhelmed by the sheer number of games, argued that tickets should have been priced more reasonably from the start.
“I get the need to sell out, but it really highlights that the initial pricing was off,” said Cullen, who feels priced out as a New York Jets fan.
Even earlier in the ticketing process, the price for some seats in the upper tier had been reduced from 185 pounds ($245) to 79 pounds, creating confusion regarding the game’s true demand.
The NFL’s decision to host three additional games across Europe this season—specifically in Paris, Madrid, and Munich—could also play a part in affecting attendance and demand.
As the game approaches, there were reportedly over 2,000 tickets at 79 pounds available on Ticketmaster, the official outlet for the NFL.
While the stadium can accommodate 62,850 for Premier League matches, that number is less for NFL events due to logistical requirements. The league has put on 12 games at Tottenham since the stadium opened in 2019, with attendance always exceeding 60,000; the peak was 61,273 for a Jaguars-Bills game in 2023, heavily attended by Buffalo fans.
Jonathan Fry, a lecturer in business and management, noted that this ticket price reduction might lead fans to delay purchasing in future sales or push the NFL to rethink their pricing structure next season. Fry also pointed out the potential reputational risks of dissatisfied fans.
Longtime followers of the NFL argue that scrapping the “season tickets” program, which allowed fans to buy tickets for multiple games at once, marked a significant shift in the relationship between the league and U.K. fans. Following that change, ticket prices surged significantly.
The fan complaints have been quite vocal on social media platforms associated with NFL U.K.
Eagles’ Popularity
Despite these pricing troubles, it seems that if the right team is on the field, tickets tend to sell out quickly. This Sunday, the Philadelphia Eagles will take on the Jacksonville Jaguars, a game that sold out almost immediately, reflecting the Eagles’ popularity.
Interestingly, the prices for that Eagles-Jags matchup were higher than those for the Colts-Commanders game.
The final London game features the Jaguars facing off against the Houston Texans at Wembley Stadium on October 18. Tickets for that game are managed by the Jaguars and not the NFL, and several thousand remain unsold as the date approaches.
