The NFL has cut ticket prices for this weekend’s fixture between the Indianapolis Colts and Washington Commanders in a bid to fill the Tottenham Hotspur Stadium.
Some high-end category seats at Sunday’s game – the first of three across London in October – have been reduced to less than £80 each.
It follows concerns that this could be the first NFL match at the north London venue, which has a retractable pitch for NFL usage, with an attendance of below 60,000.
London matches are often hot tickets, with the NFL staging three matches in the capital for a number of years now – October’s fixtures will be the 43rd, 44th and 45th games to be played inside the M25.
NFL cut prices
After Sunday’s match between the Colts and the Commanders, which are co-owned by Crystal Palace shareholder David Blitzer, the Philadelphia Eagles will face the Jacksonville Jaguars at the Tottenham Hotspur Stadium.
The Jags, which are owned by Fulham owner Shahid Khan, will head across the capital to Wembley Stadium for their second London match of October, against the Houston Texans.
It comes as American Express data revealed that the trio of matches could generate £90m in extra spend, with the majority of attendees set to travel from outside of the capital and each spend an average £450 sum.
In addition to the three London matches in October, the 2026-27 NFL season has seen an expanded international calendar. Matches this year have so far been played in Brazil and Australia, while matches later in the season will take place in France, Spain, Germany and Mexico.
“The NFL London Games have become a major moment in the UK sporting calendar, and our research shows the experience for fans extends far beyond what happens on the field,” said Aaron Burke of American Express.
Less prestigious
Ticket-Compare.com analyst Alex Bird told City AM: “The Colts–Commanders game is cheaper because demand is lower than for the other NFL London fixtures this year. The NFL had already priced this match-up below Eagles–Jaguars in the original sale, and, following this week’s sudden discounts, even that pricing appears to have been a bit too ambitious.
“London NFL fans are still willing to turn out for these games, but this match-up looks less prestigious than the other Tottenham fixture, which pairs a recent Super Bowl winner with the Jaguars, who are more familiar to London fans.”