Why the Jaguars’ London Games Are the NFL’s Biggest Money Play
TL;DR: Summary
The Jacksonville Jaguars took a massive risk when they started playing one home game a year in London. Now, that gamble earns them up to $50 million every trip, turning Wembley Stadium into the NFL’s most profitable road game — and rewriting the league’s playbook for global success.
Key Takeaways
- 🏈 The Jacksonville Jaguars earn $35–50 million per London game, more than most home games.
- 💼 Their unique deal lets them keep all ticket, food, and merchandise revenue abroad.
- 🌍 Shad Khan’s long-term bet on international expansion made London their second home market.
- 🚀 The NFL’s global growth plan aims for 16 international games per season, with Jacksonville as the blueprint.
- 💰 While most teams break even overseas, the Jaguars profit big thanks to their early investment.
From Florida to Fortune: The Jaguars’ $50M London Game Explained
When most NFL teams dreaded giving up a home game, Shad Khan and the Jacksonville Jaguars saw an international opportunity.
Twelve years later, that bold bet on London has turned into the NFL’s most profitable road trip — one that nets Jacksonville $35–50 million per game, builds its brand abroad, and cements its place at the heart of the league’s global expansion.
🌍 The Risk That Redefined a Franchise
When Khan bought the Jaguars in 2011, the NFL’s international experiment was still a novelty. Teams didn’t want to lose home-game revenue for an uncertain payday overseas.
But Khan — who also owns English Premier League club Fulham FC — saw London as an untapped market. In 2012, the Jaguars became the first and only franchise to commit to multiple seasons of London games.
Since then, they’ve played 14 times internationally, far more than any other team, and built a fan base of 80,000+ members across the U.K. and Ireland.
💼 A Financial Deal Unlike Any Other
Most teams hand over control of ticketing and in-stadium sales to the NFL when they play abroad. The Jaguars don’t.
Their deal allows them to:
- Keep 100% of ticket, merchandise, food, and suite revenue.
- Set their own prices and manage stadium operations.
- Market exclusively in the U.K. and Ireland under NFL “home market” rules.
In practical terms, that means the Jaguars generate $35–50 million in revenue each London game — a massive boost compared to what they make at home in Jacksonville.
Even with travel costs and logistics, the margins are unmatched. London now makes up roughly 15% of the team’s local revenue, and premium ticket sales rose 55% year-over-year in 2024 alone.
🏟️ Wembley: Their Home Away from Home
The Jaguars’ annual game at Wembley Stadium has become an event.
The 2024 matchup against the Patriots drew 86,651 fans — the largest NFL crowd ever in London. More than a quarter of those attendees flew in from outside the U.K., turning the game into a weekend tourism boom.
Beyond the field, the Jaguars have built the “Union Jax” community initiative, complete with youth flag football programs, fan clubs, and full-time staff in London.
For many British fans, the Jaguars are the local NFL team.
Behind the Scenes: The Business of Going Global
An international NFL game is a logistical marathon. Each team ships 40,000 pounds of equipment, secures hundreds of hotel rooms, and charters wide-body aircraft like Boeing 777s or Virgin Atlantic A350s for players and staff.
To save hundreds of thousands in customs duties, the NFL uses ATA Carnets — a “passport for goods” system that exempts imported gear from taxes.
Teams can spend over $1 million on travel for a single international game, though the NFL provides stipends to offset those costs.
But while other teams break even, the Jaguars turn a profit — thanks to their unique control of the London operation.
Why the NFL Lets It Happen
Every other NFL team’s international revenue is pooled into the league’s shared revenue pot — TV rights, sponsorships, and hosting fees — and divided equally among all 32 teams.
The Jaguars are the outlier. Their London arrangement was a reward for being the first team willing to make a long-term commitment to help the NFL grow globally.
In other words: while most teams will eventually profit from international games, the Jaguars are already cashing in.
The Future: From Experiment to Blueprint
The Jaguars’ international model has influenced how the NFL views global growth.
Starting in 2025, the league will allow up to six international home games per team through 2027 before limiting it to one annually.
Meanwhile, the $1.4 billion “Stadium of the Future” in Jacksonville guarantees the team’s presence through 2055 — even as its London chapter expands.
The NFL wants to grow to 16 international games per season, which could become a $1 billion media rights package. When that happens, every team benefits — but the Jaguars will have had a decade-long head start.
Lessons From the Jaguars’ Global Playbook
- Play the long game. Khan traded short-term losses for long-term control.
- Think like a brand, not a team. The Jaguars built a lifestyle presence in London — not just an annual event.
- Own your market. Exclusive rights in the U.K. and Ireland make them the default “home team” for millions of European fans.
What started as a risk has become a roadmap for small-market teams trying to compete in a league of billion-dollar brands.
🏁 The Bottom Line
The Jaguars didn’t just bring the NFL to London — they made it profitable. From private jets to merchandising, fan culture to tax strategy, the Jaguars’ transatlantic play has turned a marketing experiment into a business empire.
And as the NFL eyes its future overseas, one thing is clear: The Jaguars aren’t following the global playbook — they wrote it. Love stories like this? Stay in the loop with Sports News U.S.A — your home for fresh takes, breaking scores, and the business behind the game.
