NFL slashes London ticket prices as Colts-Commanders sales lag

The NFL has dramatically cut ticket prices for Sunday’s game between the Indianapolis Colts and Washington Commanders at Tottenham Hotspur Stadium after sales failed to match the demand normally seen for the league’s London games.

Some fans who waited are getting quite a bargain. Those who bought early aren’t nearly as happy.

Prices tumble ahead of kickoff

Tickets originally sold for as much as £245 ($325), but the NFL has now dropped remaining seats to roughly £79 ($105) — including some that had previously been considerably more expensive.

The reductions did not happen all at once. Some upper-level seats originally priced at £185 had already been lowered to £115 before the latest cut.

Ten days before kickoff, more than 2,000 seats appeared to remain available through Ticketmaster. The NFL has also offered university students tickets at half price as it attempts to fill the stadium.

Early buyers left frustrated

The problem is obvious for fans who purchased tickets when they first went on sale.

London-based Commanders fan Andy Burrows, named the NFL’s International Fan of the Year in 2025, paid £235 for a lower-level seat near the 15-yard line. Comparable seats have subsequently been offered at heavily reduced prices.

Burrows told the Associated Press that the strategy was “a bit shambolic,” while other longtime British NFL followers have questioned whether the original prices were simply too high.

London sellout streak under threat

There is another reason the NFL wants those empty seats filled.

Since Tottenham Hotspur Stadium began hosting NFL games in 2019, none of its 12 games has officially drawn fewer than 60,000 spectators. The league is now facing the possibility of dropping below that mark for the first time.

The sluggish sales do not necessarily signal a broader loss of appetite for the NFL in London, either.

The Philadelphia Eagles–Jacksonville Jaguars matchup at the same stadium the following week sold out quickly despite higher ticket prices. Meanwhile, thousands of seats also reportedly remain for the Jaguars’ game against the Houston Texans at Wembley Stadium on October 18.

For the NFL, which continues to expand its European footprint with games in Munich, Madrid and Paris this season, the lesson may be straightforward: London still wants NFL football.

Just perhaps not every matchup at any price.