NFL Commissioner Rules Out London Super Bowl, Focuses on Local Markets
During his recent address at the Leaders Week conference in London, NFL Commissioner Roger Goodell addressed the long-standing speculation regarding the possibility of hosting a Super Bowl in the city. While he has occasionally hinted at the potential for international games in the future, Goodell firmly indicated that England would not be hosting NFL’s premier event anytime soon.
Economic Impact Remains a Key Factor
Goodell stated, “It’s hard for me to look down the path, but I would say our major focus for us is to play the Super Bowl in markets where we have franchises. It’s a huge economic impact. Last year’s Super Bowl in New Orleans was over a billion-dollar economic impact.” This acknowledgment underscores the NFL’s commitment to prioritize cities with existing franchises when selecting Super Bowl locations, highlighting the significant economic benefits that such events provide to local communities.
Currently, London does not have an NFL franchise, and Goodell emphasized this as a primary reason for the NFL’s decision-making process. He mentioned, “There are markets that could certainly support a team,” and noted ongoing assessments regarding placing a franchise in international cities like London. However, he confirmed that this is "not close to happening yet.”
International Games: An Expanding Landscape
Despite the setback regarding the Super Bowl, the NFL continues to push into international territories. This season, the Minnesota Vikings are set to participate in consecutive international games, first in Dublin and then in London. Goodell remarked on the league’s goal to host 16 international games per year, with plans already in progress for matches in Rio de Janeiro and Melbourne in 2026.
Goodell stated, “We are serious about being a global sport. We would like to get to 16 games so everyone is playing one game a year internationally.” This ambition illustrates the NFL’s commitment to broadening its appeal beyond American borders.
Political Pressure and Future Speculation
Recent speculation regarding a London Super Bowl intensified due to vocal endorsements from British politicians. Peter Mandelson, the British ambassador to the U.S., has actively advocated for the Super Bowl to be hosted in the U.K. He stated, “I want that Super Bowl in Britain. I don’t care when it takes place, but I want it announced while I’m ambassador." Similarly, London Mayor Sadiq Khan emphasized the significance of securing the Super Bowl for London, connecting it to the city’s desire to attract American sports fans.
These political ambitions, however, appear to have prompted Goodell to clarify the NFL’s position on hosting events without a franchise, dismissing suggestions that London could be considered in the near future.
Upcoming Super Bowl Locations
The NFL has already confirmed locations for the next three Super Bowls:
- Super Bowl LX (February 2026): Santa Clara, California
- Super Bowl LXI (February 2027): Inglewood, California
- Super Bowl LXII (February 2028): Atlanta, Georgia
Looking beyond these events, Las Vegas is emerging as a frontrunner to host Super Bowl LXIII, with discussions also anticipated regarding new stadiums in Nashville and Washington, D.C.
Conclusion: A Shift Towards Global Expansion
In conclusion, while London’s ambitions for hosting the Super Bowl have hit a wall, the ongoing expansion of the NFL’s international games indicates a significant shift in the league’s strategy. By concentrating on locations that have established franchises, the NFL aims to maximize economic benefits and build stronger local connections. As the league targets more international cities, it raises questions about the future of franchises beyond U.S. borders. The prospect of seeing an NFL team in London remains uncertain, but Goodell’s commitment to global growth suggests that the NFL’s international aspirations are just beginning.
