A data profile of the people who buy, follow and care about American football in United Kingdom — modelled from more than twelve digital signal sources. American football has an estimated audience of 10,029,688 people in United Kingdom.
The average American football fan in United Kingdom is 38.7 years old, more male, and lives primarily in England.
The audience is concentrated in England, South East, North West.
Top brand affinities include Soccer, BBC Sport, Sporting Life (British newspaper), with strongest over-indexing on Soccer (1.58× the country average).
Demographically, the American football audience skews more male with an average age of 38.7, and over-indexes on personality traits such as Need for Security, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical American football fan in United Kingdom is more male, around 38.7 years old, with strong Need for Security tendencies and a notable affinity for Soccer.
The key figures that characterise the American football profile in United Kingdom.
41.1% are female, 58.9% are male, average age 38.7.
| Metric | Value |
|---|---|
| Female | 41.1% |
| Male | 58.9% |
| Average age | 38.7 |
| Estimated audience size | 10,029,688 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 20% | |
| 20-29 | 22% | |
| 30-39 | 20% | |
| 40-49 | 19% | |
| 50+ | 20% |
of the worldwide American football audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 34.4% |
| Japan | 4.5% |
| Italy | 4.4% |
Where the American football audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~7.5M | 1.33× | |
| 02 | North West | ~1.5M | 1.27× | |
| 03 | East Midlands | ~800K | 1.13× | |
| 04 | East of England | ~1M | 1.10× | |
| 05 | South West | ~900K | 1.09× | |
| 06 | South East | ~1.5M | 1.04× | |
| 07 | Greater London | ~1.5M | 1.00× | |
| 08 | Northern Ireland | ~300K | 0.96× | |
| 09 | Wales | ~500K | 0.92× | |
| 10 | Scotland | ~800K | 0.89× | |
| 11 | North East | ~300K | 0.88× | |
| 12 | Yorkshire and the Humber | ~600K | 0.77× | |
| 13 | West Midlands | ~300K | 0.73× |
The strongest cross-interests of the American football audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Buffalo Bills | Sports | 2.85× | ||
| 02 | Ligue 1 | Sports | 2.70× | ||
| 03 | Jamie Vardy | Sports | 2.34× | ||
| 04 | Marcus Rashford | Sports | 2.22× | ||
| 05 | Crystal Palace F.C. | Sports | 2.11× | ||
| 06 | Sporting Life (British newspaper) | Sports | 2.02× | ||
| 07 | Nottingham Forest | Sports | 1.92× | ||
| 08 | Match of the Day | Movies & TV | 1.81× | ||
| 09 | Boylesports | Games | 1.76× | ||
| 10 | Ricky Hatton | Sports | 1.66× | ||
| 11 | BBC Sport | Sports | 1.65× | ||
| 12 | PGA Championship | Sports | 1.65× | ||
| 13 | Claudia Winkleman | Movies & TV | 1.63× | ||
| 14 | Young Sheldon | Movies & TV | 1.61× | ||
| 15 | At the Races | Sports | 1.59× | ||
| 16 | Soccer | Sports | 1.58× | ||
| 17 | Rugby union | Sports | 1.57× | ||
| 18 | Luke Littler | Sports | 1.53× | ||
| 19 | Georgie & Mandy's First Marriage | Movies & TV | 1.52× | ||
| 20 | Euro Car Parts | Cars & Mobility | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.06× | |
| Patriotism | CONSERVATISM | 1.05× | |
| DIY Mentality | THRILL | 0.97× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 0.84× | |
| Creativity | OPEN | 0.85× | |
| Pet Ownership | JOY | 0.86× |
American football has an estimated audience of 10,029,688 people in United Kingdom, concentrated in England and South East.
41.1% of American football fans are female, 58.9% are male, with an average age of 38.7 years.
American football fans show strongest brand affinity for Soccer (1.58×), BBC Sport (1.65×), and Sporting Life (British newspaper) (2.02×) over the country average.
American football fans in United Kingdom are most concentrated in England (reach ~7.5M), South East (reach ~1.5M), and North West (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond American football itself, the audience over-indexes on BBC Sport (1.65×), Sporting Life (British newspaper) (2.02×), Rugby union (1.57×), and Nottingham Forest (1.92×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom who actively search for American football. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across United Kingdom. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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