NFL cuts ticket prices for London game at Tottenham Hotspur Stadium

Initial commercialization saw tickets listed for as much as 245 pounds (around $460 CAD). However, with sales moving slower than previous London fixtures, the league initiated progressive price cuts. Upper-tier seats that originally started at 185 pounds ($347 CAD) were reduced to 115 pounds ($216 CAD) in late August before reaching the 79-pound floor, according to reporting detailed by RDS.ca.

The sudden reductions have drawn frustration from early buyers who paid full price months in advance. Andy Burrows, a prominent Commanders fan recognized as the NFL’s international fan of the year in 2025, told RDS.ca that he spent 235 pounds ($441 CAD) on a lower-bowl ticket near the 15-yard line during the summer. He noted that an adjacent seat sold last week at the heavily discounted rate, which he characterized to RDS.ca as a chaotic ticketing strategy that risks training fans to wait until the final weeks before purchasing.

Matt Cullen, a New York Jets supporter based in London, told RDS.ca that the initial pricing structure priced out a portion of the local community and pointed to a potential “team fatigue” among European fans. Alongside the London series, the league has scheduled European matches in Paris, Madrid, and Munich this season, spreading out demand across multiple territories.

To spur late uptake, the league emailed supporters directly regarding the new pricing tiers and made discounted inventory available through UniDays for university students, as reported by RDS.ca. The commercial effort is designed to prevent attendance from slipping below 60,000, which would mark a first for an NFL regular-season game hosted at the Tottenham venue.

The NFL did not respond to requests for comment regarding the ticketing strategy.