The Super Bowl has always been a key annual sporting fixture in the US, and now it is spreading in popularity across the world. In fact, millions of people in the UK alone tune into the event every year.
Let’s take a look at some of the key statistics, to understand the Super Bowl’s meteoric rise in popularity across the UK.
Super Bowl UK TV Viewership Statistics
- 3.4 million viewers in the UK tuned into Super Bowl LVIII in 2024
- 1.1 million more Brits tuned into the Super Bowl in 2024 vs 2023
- Super Bowl LVIII was available to view on ITV, Sky Sports, and DAZN
- ITV was the most used platform, with 996k viewers at its peak
- Sky Sports peaked at 761k simultaneous viewers
- Super Bowl LVIII saw 13% more female viewers than the previous year
How Has The Super Bowl Become So Popular In The UK?
Part of the success of the Super Bowl and the NFL in the UK can be linked to the increased number of matches taking place at British sports stadiums. Every year, key players and iconic teams travel across the pond to play in front of their UK fanbase. Until the mid-2000s, NFL fans in the UK and Europe had to embark on a pilgrimage across the pond just to be able to attend the coveted Super Bowl. High attendance and an incredibly high demand for tickets for these matches have helped to increase the NFL’s profile in the UK.
The NFL in the UK is now more accessible than ever. Platforms like DAZN and Sky Sports allow subscribers to tune in to watch their favourite teams live and Youtube has become a fantastic resource for UK fans looking to watch highlights – especially when live matches are shown well into the early hours of the morning most weekends.
Super Bowl LVIII also saw record numbers of female viewers tuning in, with an increase of 13% over the year prior. With superstar Taylor Swift becoming closely involved with key Kansas City player Travis Kelce, it’s no surprise that female interest in the event has seen a sharp rise. In fact, the good looks of many star players have helped to give the event that extra visual appeal!
How Many People Play American Football In The UK?
The increased popularity of the NFL in the UK has also seen a number of local players taking up the sport. In fact, in 2016, it was found that 29,000 people in England took part in playing American football! [2]
The UK also now plays host to a number of local American Football teams associated with various cities across the country. Teams include the Bristol Aztecs, the London Hornets, and the Solent Seahawks. These teams are recognised by the British American Football Association (BAFA) which represents 60 individual teams across the UK.
Top 10 Most Popular NFL Teams In The UK
We looked at the average monthly Google searches for each NFL team in the UK to see which teams are the most popular among UK NFL fans:
| # | NFL Team | UK Monthly Search Demand |
|---|---|---|
| 1 | Dallas Cowboys | 58,000 |
| 2 | Kansas City Chiefs | 56,000 |
| 3 | Miami Dolphins | 47,000 |
| 4 | San Francisco 49ers | 40,000 |
| 5 | Chicago Bears | 34,000 |
| 6 | Green Bay Packers | 30,000 |
| 7 | Buffalo Bills | 28,000 |
| 8 | Philadelphia Eagles | 24,000 |
| 9 | Detroit Lions | 23,000 |
| 10 | New England Patriots | 23,000 |
By contrast, some of the least popular teams included the Indianapolis Colts, boasting only 2,700 Google searches per month on average.
How Can You Watch The Super Bowl In The UK?
In the UK, NFL fans can enjoy the action by tuning into platforms like ITV 1, ITX, Sky Sports, and DAZN. ITV 1, and ITX are free to access but will display ads midway through coverage. Subscription platforms like DAZN and Sky Sports, on the other hand, require a membership in order to access coverage. However, these platforms offer more in-depth coverage, and let you enjoy all of the action without being interrupted by ads.
What Time Does The Super Bowl Start In The UK?
Live coverage of the Super Bowl will usually begin at around 11.30 PM in the UK. This is because, on American shores, kick-off is scheduled for 6.30 PM Easter standard time. Of course, this has been a barrier to entry for many viewers looking to get into the event, but the most dedicated of viewers will easily make the time!
However, the Super Bowl naturally covers much more than the sporting action itself. Before kick-off, there are plenty of other live festivities to take in, such as the American national anthem, and the coin toss. So, it’s worth tuning in a little bit earlier if you want to enjoy the event in its entirety.
The world-famous half-time show takes place roughly 90 minutes after kick-off, so you can expect it to start at around 1 AM in the UK. The match will then continue for a further 90 minutes after the half-time show, going on until around 3 AM!
2025 Super Bowl LIX – Everything You Need To Know
With the current 2025 NFL season proving so popular, it’s no surprise that UK NFL fans are waiting with bated breath for Super Bowl LIX!
Super Bowl LIX is set to be held at the historic Caesars Superdome, located in New Orleans, on February 9, 2025. Currently, fan favourite team The Detroit Lions are the favourites to win Super Bowl LIX, thanks to their continued performance in the league. Over the past year, the team has dominated the competition in a number of key matches. It’s likely that the Super Bowl will be a truly nail-biting match to behold!
Super Bowl LIX is also set to have a truly amazing halftime show, as world-renowned rapper Kendrick Lamar is planning to take the stage! This is likely to bring even more international attention to the event!
Will The UK Ever Host The Super Bowl?
At this point, you might wonder if the UK has any chance of hosting the Super Bowl. After all, UK viewership is up, and key matches hosted on UK shores have already sold record-breaking numbers of tickets. In fact, matches have already been held in historic UK venues, like the Tottenham Hotspurs Stadium, and even Wembley Stadium!
Unfortunately, it’s not clear whether the Super Bowl will ever take place in the UK. We already know that Super Bowl LIX will be hosted in New Orleans, so avid fans will have to keep their fingers crossed and hope that Super Bowl LX takes a chance on the UK!
References
[1] NFL.com
[2] teamukfl.com
