With the Jaguars on the rise, UK fans nervous about team’s plan to reevaluate its England strategy

By the Editorial Team · Sunday, October 18, 2026

The Jacksonville Jaguars secured a 19-17 win over the Philadelphia Eagles in London, underscoring their long-standing connection to the UK since 2013. However, with stadium renovations in Jacksonville set to finish by 2028, the team plans to reduce their London games, potentially affecting their future presence and fan engagement in the British market.

Jacksonville Jaguars quarterback Trevor Lawrence highlighted the team’s enduring connection to London following a narrow 19-17 victory over the Philadelphia Eagles on Sunday at Tottenham Hotspur Stadium. Lawrence acknowledged the city’s “history and the feel and charm,” reflecting the Jaguars’ long-standing presence in the UK since they began playing annual games in London in 2013.

However, the Jaguars are reconsidering their strategy for playing in London. Team president Mark Lamping indicated prior to the season that the franchise plans to “totally reevaluate” its approach, particularly as renovations to their home stadium in Jacksonville are expected to conclude by the 2028 season. This upgrade could diminish the financial incentives to continue playing home games overseas. The Jaguars will shift most of their home games to Orlando in 2027 but still retain the option to play up to three games annually in London.

Under owner Shahid Khan—who also owns the London-based Premier League club Fulham—the Jaguars were among the first NFL teams to establish a consistent presence in the British market. Lamping noted the franchise’s early commitment to the NFL’s international expansion has benefited the league, the UK, and Jacksonville through increased business and tourism. Sunday marked the franchise’s 16th game to be held in London.

Despite this history, some UK fans express uncertainty about the Jaguars’ future appearances. Supporters such as Keir Robinson from Scotland remain hopeful, citing recent improvements under coach Liam Coen and outlooks for a playoff season. However, Robinson acknowledged that if the Jaguars scale back their London presence, his continued engagement with the team could wane over time. Similar sentiments were echoed by John Rawson of Dorset, who described it as “a shame” if the Jaguars curtailed their UK visits.

The Jacksonville Jaguars’ sustained presence in London has not uniformly galvanized local NFL followers. While attendance for most Jaguars games at Wembley has exceeded 86,000 fans, others in the UK NFL community display interest in a broader range of teams. Matt Cullen, a New York Jets supporter from England, stated that fans are growing weary of the Jaguars' repeated appearances. This view is supported by data showing the Jaguars ranked 28th among the most-watched NFL teams on NFL Game Pass in Britain and Ireland in 2025 and were relatively low in online searches by UK fans according to analytics data the same year.

In contrast, other NFL franchises are increasing their outreach efforts in the UK. The Minnesota Vikings recently hosted a scavenger hunt in London, engaging fans with prizes like Justin Jefferson jerseys. The Vikings also lead UK-based social media followers among NFL teams, followed by the Jaguars and Bears. The Chicago Bears are on a “UK grand tour,” participating in events across England, Scotland, Wales, and Northern Ireland, building on historic ties dating back to a 1986 preseason game at Wembley Stadium.

As the Jaguars reassess their international strategy ahead of the 2028 stadium completion, the NFL’s presence in the UK continues to evolve, balancing longstanding partnerships with new efforts to diversify fan engagement across multiple teams.

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.