NFL reduces ticket prices amid slow sales in London

By the Editorial Team · Wednesday, September 30, 2026

The NFL has lowered ticket prices for the Colts versus Commanders game in London due to slower sales, cutting costs from £245 to as low as £79 to fill remaining seats. This price reduction highlights challenges in sustaining demand amid expanding European games and fan criticism over pricing strategies, with potential attendance below the typical 60,000 mark at Tottenham Hotspur Stadium.

The National Football League (NFL) has reduced ticket prices for the Indianapolis Colts versus Washington Commanders game scheduled for Sunday at Tottenham Hotspur Stadium in London after experiencing slower-than-expected sales. The league initially priced tickets as high as £245 ($325), but has cut prices to as low as £79 ($105) for remaining seats, including some premium locations, in an effort to fill the stadium.

This marks a departure from previous years when NFL games in London consistently attracted robust crowds. Attendance concerns have prompted the price adjustments, with the league hoping to avoid an attendance figure below 60,000 for the first time at Tottenham since it began hosting games there in 2019. The stadium’s capacity for NFL events is slightly reduced to accommodate game logistics, but typical attendance has hovered above 60,000, with a peak of 61,273 at a 2023 matchup between the Jacksonville Jaguars and Buffalo Bills.

Some fans have expressed frustration over the league’s ticketing approach. Andy Burrows, a London native and 2025 NFL International Fan of the Year, criticized the NFL for the initial high pricing and subsequent cuts, saying the league prioritizes appearances on television over fan experience. Burrows noted that he paid £235 ($312) during the presale for a lower-bowl seat near the 15-yard line, only to see nearby seats later offered at the discounted rate. “They don’t care about the fans. As long as that place sells out and it looks good on TV, the NFL won’t care about us,” he said.

Others have cited broader factors contributing to sluggish sales. Matt Cullen, a New York Jets fan, pointed to “team fatigue” in London and said the initial pricing was unrealistic. Ticket prices for the Colts-Commanders game had already been reduced in stages—from an upper-tier price of £185 ($245) to £115 ($152) before dropping further to £79. Cullen argued that lowering prices earlier could have avoided frustration among fans priced out at the outset.

Industry observers suggest the NFL’s expanded European presence this season may also have diluted demand. In addition to the London games, the NFL is hosting matches in Paris, Madrid, and Munich. Ten days before the Colts-Commanders matchup, more than 2,000 tickets priced at £79 remained available on Ticketmaster, the league’s official platform.

The NFL has held 12 games at Tottenham Hotspur Stadium since 2019, which has become a centerpiece of its international growth strategy. The league discontinued its “season tickets” program, which previously allowed fans to purchase bundles covering all London games, a move cited by longtime supporters as a turning point leading to escalating prices and diminished fan loyalty.

Despite the challenges with the Colts-Commanders game, other London matches have seen stronger demand. The Philadelphia Eagles versus Jacksonville Jaguars game in Week 5 at Tottenham has already sold out, likely buoyed by the Eagles’ broad popularity. However, the October 18 Wembley Stadium game between the Jaguars and Houston Texans, operated by the Jaguars rather than the NFL, has thousands of unsold seats weeks before kickoff.

The NFL did not provide a comment in response to a request.

This article was reported by synthesizing coverage from multiple independent news outlets to present a balanced, unbiased account. Read about our editorial standards. Spotted an error? Let us know.