At Touchdown Trips, we’ve been keeping a close eye on how British fans are embracing the NFL. But when we recently crunched the latest data, even we were blown away by some of the dramatic shifts in team popularity. Old favourites have slipped down the ranks, while a few surprise names have surged into the spotlight — and it’s not always the winning teams grabbing attention. The UK’s relationship with American football is evolving fast, and the 2025 rankings reveal just how much things have changed.
The NFL isn’t short on drama — both on and off the field. And while touchdowns and trophies get the headlines, they aren’t the only things driving team popularity. In the UK, fans are drawn to a mix of star power, historic connections, London appearances, and media exposure. The latest YouGov data (2023–2025) shows exactly how much these factors have reshaped the NFL’s most popular teams on this side of the Atlantic.
Big Shifts at the Top in 2025
Between 2024 and 2025, the NFL’s Top 5 most popular teams in the UK saw major changes. Three well-known names fell out of the rankings:
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Dallas Cowboys
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Chicago Bears
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New England Patriots
In their place, three new teams broke into the Top 5:
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San Francisco 49ers
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Las Vegas Raiders
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New York Jets
With 60% of the list turning over in just one year, it’s a reminder that UK fans aren’t always swayed by who’s winning in America — other factors carry just as much weight.
What Drives NFL Popularity in the UK?
While American fans might be heavily influenced by who lifts the Lombardi Trophy, UK fans follow a slightly different formula. Here’s what’s really driving the rankings:
1. Historic Legacy & Iconic Players
For many British fans, loyalty started years ago — often long before Sky Sports and social media made following the league easy.
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New York Giants: Two-time Super Bowl champion Osi Umenyiora, born in London, remains a household name thanks to his role as an ITV/Sky pundit. His UK presence, plus kicker Lawrence Tynes (born in Scotland), helps keep the Giants front of mind. The team’s four Super Bowl titles also cement their long-term appeal.
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Miami Dolphins: Dan Marino’s legendary 1980s career built one of the NFL’s first major UK fanbases. Even today, many older fans still wear Dolphins jerseys thanks to Marino’s influence.
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San Francisco 49ers: A history packed with names like Joe Montana, Jerry Rice and Steve Young continues to attract fans, even as new stars take centre stage.
2. London Games & International Exposure
The NFL’s International Series has had a huge effect on British fan loyalty.
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Giants: Played London’s first-ever regular season game in 2007 (beating the Dolphins at Wembley) and returned in 2016.
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Dolphins: No team (except Jacksonville) has played more games in London. Their 2007 debut plus regular appearances in 2013, 2017 and 2021 have kept them in the UK spotlight.
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Raiders: Made memorable trips to Wembley and Tottenham, including winning the first NFL game ever played at Spurs’ stadium in 2019.
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Jets: Scheduled for another London game in 2025 — their third since 2015 — and among the most visible franchises during London weeks.
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49ers: Though they’ve only played in London once (2010), strong playoff runs have kept them regularly on UK screens.
3. UK-Specific Marketing and Media
Some teams have gone further in building relationships with British fans:
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Jets: Hold formal marketing rights in the UK under the NFL’s Global Markets Program. They actively invest in growing British fan communities, hold events, and will host more London games.
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Dolphins: Also hold UK marketing rights under the same program. Their long London history, combined with official UK outreach, helps sustain and grow their British fanbase.
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Giants: Benefit hugely from Osi Umenyiora’s high-profile punditry work on UK broadcasts, even without a dedicated team-specific UK marketing campaign.
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Raiders & 49ers: Rely more on London appearances, global brand recognition, and international coverage rather than formal UK marketing rights.
4. Star Players (Even When Teams Struggle)
While team success helps, UK fans often follow personalities as much as records.
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49ers: Christian McCaffrey, George Kittle, Nick Bosa and Brock Purdy keep them firmly in highlight reels.
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Dolphins: Tyreek Hill and Tua Tagovailoa drive global recognition.
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Jets: Aaron Rodgers’ arrival brought huge attention, with Garrett Wilson and Sauce Gardner building on that.
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Raiders: Maxx Crosby and Davante Adams continue to generate media buzz with their “Renegade” image.
Consistent Fan Favourites
Two teams have proven to be particularly resilient in British hearts:
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Miami Dolphins
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New York Giants
Both have been in the UK Top 5 for three straight years (2023, 2024, 2025), showing how strong legacy, marketing, and international visibility combine to keep fan interest high.
Other teams held strong for much of the period:
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Dallas Cowboys (2023, 2024)
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Chicago Bears (2023, 2024)
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New England Patriots (2023, 2024)
But each of these powerhouses dropped out by 2025.
The Full 2023–2025 UK Top 5 Summary
Recent Performance: A Mixed Picture
Interestingly, many of these teams weren’t even playoff-bound last year. Here’s how they fared in the 2024 NFL season:
Only the Cowboys qualified for the 2024 postseason — yet several non-playoff teams still ranked highly in UK fan polls. UK popularity clearly isn’t driven purely by wins and losses.
What This Means for the NFL’s Future in Britain
The NFL’s long-term UK expansion means fan loyalty will continue to be shaped by more than just who’s holding the Vince Lombardi Trophy. Legacy, London appearances, marketing, and media exposure all remain key.
As UK-based sports marketing consultant Jamie Reynolds puts it:
“British fans are less tribal than American ones. A team’s global profile, its appearances on Sky, and those magical first Wembley or Tottenham experiences often stick with fans for life.”
Looking ahead, expect newer teams like the Jaguars or Jets to push further into British households as the NFL ramps up its international series.
FAQ: NFL Popularity Trends in the UK
Q: Why is the New York Giants’ popularity so high in Britain?
A: Strong UK connections (Osi Umenyiora, Lawrence Tynes), multiple Super Bowls, and regular UK TV exposure help keep them near the top.
Q: How did the Dolphins stay so popular despite missing the playoffs?
A: Long-standing UK fans from the Dan Marino era, frequent London games, and their exciting playing style all contribute.
Q: Are London games really that important for UK popularity?
A: Yes — teams who’ve played here multiple times tend to build stronger fanbases.
Q: Why are the Jets rising in the UK rankings?
A: An active UK marketing campaign, multiple London appearances, and media coverage around Aaron Rodgers have boosted their profile.
Q: Do British fans care less about recent NFL results?
A: Somewhat — many fans here support teams based on early exposure, family ties, or historic moments rather than weekly win-loss records.
