How We Converted International NFL Demand Into Premium Revenue
London has become one of the NFL’s most established international markets, hosting more than 40 regular-season games since 2007 with sustained attendances exceeding 80,000 per game. For rightsholders, the opportunity is not just attendance, it’s in converting growing global demand into structured premium revenue.
Since 2023, we have operated as the Jacksonville Jaguars’ Official Premium Ticketing Partner for their annual game at Wembley Stadium, forming a central part of the broader international premium strategy across the NFL London Games.
Our role goes beyond distribution.
Through our digital infrastructure and international audience reach, we capture and monetise demand from both UK-based supporters and travelling fans. By combining data-led distribution with expanded premium inventory, including immersive experiences such as Seat Unique Clubs, the Number Nine Lounge and the Shadows Experience, we have transformed global interest into measurable commercial growth.
Scott Massey, SVP of Corporate Partnerships at the Jacksonville Jaguars“Seat Unique has enabled us to evolve the premium fan experience in London year after year, delivering measurable growth and deeper engagement with our international fanbase.”
In 2024, our impact across the NFL London games was reflected in the following results:
- 50%+ year-on-year increase in premium and hospitality sales compared to the same period in 2023
- 128% growth in UK customer demand
- 55% increase in Jaguars-specific premium sales compared to the same period in 2023
- 40% of premium purchasers travelling internationally, led by the United States, Germany and South Africa
Momentum continued into 2025, when a record breaking 86,651 fans attended the Jaguars’ Wembley game and we delivered our largest-ever premium inventory across all three London fixtures. By aligning premium access to global demand, we have converted international interest into revenue.
For the Jaguars, London has become a critical international market for both the franchise and the wider NFL. As SVP of Corporate Partnerships Scott Massey notes, our partnership has helped evolve the premium fan experience year after year - delivering measurable growth while strengthening engagement with an increasingly international fanbase.
Through international reach, digital distribution and scalable premium product deployment, we have helped position NFL London not only as a global sporting showcase, but as a sustainable premium revenue platform.
