A data profile of the people who buy, follow and care about NFL in United Kingdom — modelled from more than twelve digital signal sources. NFL has an estimated audience of 7,695,931 people in United Kingdom.
The average NFL fan in United Kingdom is 35.6 years old, more male, and lives primarily in England.
The audience is concentrated in England, Greater London, North West.
Top brand affinities include FIFA World Cup 2026, Soccer, BBC Sport, with strongest over-indexing on FIFA World Cup 2026 (1.66× the country average).
Demographically, the NFL audience skews more male with an average age of 35.6, and over-indexes on personality traits such as Patriotism, Social Media Usage.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical NFL fan in United Kingdom is more male, around 35.6 years old, with strong Patriotism tendencies and a notable affinity for FIFA World Cup 2026.
The key figures that characterise the NFL profile in United Kingdom.
40.8% are female, 59.2% are male, average age 35.6.
| Metric | Value |
|---|---|
| Female | 40.8% |
| Male | 59.2% |
| Average age | 35.6 |
| Estimated audience size | 7,695,931 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 27% | |
| 20-29 | 24% | |
| 30-39 | 19% | |
| 40-49 | 16% | |
| 50+ | 14% |
of the worldwide NFL audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 60.1% |
| Canada | 4.3% |
| China | 3.2% |
Where the NFL audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Northern Ireland | ~300K | 1.37× | |
| 02 | North West | ~900K | 1.30× | |
| 03 | Greater London | ~1M | 1.22× | |
| 04 | East of England | ~700K | 1.10× | |
| 05 | Scotland | ~600K | 1.03× | |
| 06 | East Midlands | ~500K | 1.03× | |
| 07 | South East | ~900K | 1.02× | |
| 08 | South West | ~600K | 1.01× | |
| 09 | North East | ~200K | 0.91× | |
| 10 | Wales | ~300K | 0.88× | |
| 11 | Yorkshire and the Humber | ~400K | 0.74× | |
| 12 | England | ~4.5M | 0.72× | |
| 13 | West Midlands | ~200K | 0.68× |
The strongest cross-interests of the NFL audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Aaron Rodgers | Sports | 9.66× | ||
| 02 | Dallas Cowboys | Sports | 7.25× | ||
| 03 | Tom Brady | Sports | 5.73× | ||
| 04 | Ligue 1 | Sports | 3.14× | ||
| 05 | Betway | Games | 2.34× | ||
| 06 | Crystal Palace F.C. | Sports | 2.15× | ||
| 07 | Rugby union | Sports | 2.00× | ||
| 08 | BBC Sport | Sports | 1.98× | ||
| 09 | Hip hop music | Music & Radio | 1.82× | ||
| 10 | Soccer | Sports | 1.79× | ||
| 11 | Nottingham Forest | Sports | 1.73× | ||
| 12 | FIFA World Cup 2026 | Sports | 1.66× | ||
| 13 | Betfair | Games | 1.61× | ||
| 14 | Broadway theatre | Travel & Leisure | 1.60× | ||
| 15 | Betfred | Games | 1.59× | ||
| 16 | Paddy Power | Games | 1.57× | ||
| 17 | Ladbrokes | Games | 1.57× | ||
| 18 | William Hill (bookmaker) | Games | 1.55× | ||
| 19 | Wikipedia | Internet & Social Media | 1.55× | ||
| 20 | Sky Bet | Games | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.29× | |
| Social Media Usage | JOY | 1.08× | |
| Healthy Lifestyle | BALANCE | 1.07× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 0.78× | |
| Design Affinity | PREMIUM | 0.79× | |
| Creativity | OPEN | 0.85× |
NFL has an estimated audience of 7,695,931 people in United Kingdom, concentrated in England and Greater London.
40.8% of NFL fans are female, 59.2% are male, with an average age of 35.6 years.
NFL fans show strongest brand affinity for FIFA World Cup 2026 (1.66×), Soccer (1.79×), and BBC Sport (1.98×) over the country average.
NFL fans in United Kingdom are most concentrated in England (reach ~4.5M), Greater London (reach ~1M), and North West (reach ~900K). These three regions account for the largest share of the active audience.
Beyond NFL itself, the audience over-indexes on Soccer (1.79×), BBC Sport (1.98×), Hip hop music (1.82×), and Rugby union (2×) 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 NFL. 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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