NFL in London ‘worth £102m a year’


Published: Wednesday 29th October 2014 by The News Editor

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An NFL franchise in London could be worth more than £100million a year to the UK economy, according to a new report.

A report published on Wednesday by accountants Deloitte, and produced in cooperation with the NFL, said a London-hosted team could net the UK £102million every season.

It said the two NFL games at Wembley in 2013 had earned London an estimated £32million, while a four-game International Series would increase that figure to £58million.

Last Sunday’s match between the Atlanta Falcons and the Detroit Lions was the 10th NFL game to be staged in London, which hosted its first in 2007.

The report was launched by S ajid Javid, the secretary of state for culture, media and sport.

Chancellor George Osborne last week pledged Government support for the creation of a Wembley-based franchise after meeting with the NFL’s vice president international Mike Waller.

The franchise would mean at least eight games a season played at Wembley.

Of the £102million a London franchise could be worth, Deloitte’s report said £68million would come from spectator spending, £24million from teams, £5million from NFL operations, £4million from sponsors and £1million from media.

The report, though, questioned the economic impact of holding the Super Bowl at Wembley.

Referring to previous studies which have put the figure at around 400million US dollars (£248million), it said a London-based Super Bowl might be worth ” significantly lower”.

It highlighted “c onsideration of the UK market’s ability to maximise the commercial impact of the Super Bowl; l ogistical issues such as kick-off time and additional costs compared with a US-hosted Super Bowl; and the potential reaction from the core NFL market in the US”.

Published: Wednesday 29th October 2014 by The News Editor

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