Trafalgar Square will be transformed into a huge free NFL fan festival this week as London counts down to the 2026 NFL London Games. The NFL Experience London, presented by American Express, takes over the square on Friday, October 9 and Saturday, October 10, bringing a mini American football field, the Vince Lombardi Trophy, 60 Super Bowl rings, former players, cheerleaders, games and giveaways to the heart of the capital.
The festival runs from 1pm to 7pm on Friday and from 12pm to 7pm on Saturday, with a packed programme of sport, entertainment and hands-on activities for fans of all ages. Entry is completely free, but everyone attending must register in advance through the NFL OnePass app, which issues the QR code needed for entry. The app also carries event updates, security information and the list of prohibited items, and all visitors and their belongings will go through security screening and bag searches on arrival.
What’s on at the NFL Experience
The centrepiece of the festival is a mini NFL Flag Field set up between the square’s famous fountains, hosting coaching clinics and appearances from NFL ambassadors, former players, influencers, mascots and cheerleaders. Live music and DJ performances will keep the atmosphere going across both days.
Visitors will be greeted by a five-metre NFL ball art installation created by artist Raj Dhunna in partnership with Wilson, and can take part in NFL-themed warm-up drills or create their own memorabilia to take home. American Express cardholders benefit from priority entrance lanes and additional perks across the site.
Trophies, rings and a time capsule of NFL in London
Fans will get up close to genuine pieces of NFL history, with the Vince Lombardi Trophy on display alongside a showcase of 60 Super Bowl rings. The NFL History Lockers provide a walkthrough charting the story of the NFL London Games since they began in 2007, while all 32 team helmets will be lined up on the North Terrace for photographs. The NFL Glam Studio adds themed beauty treatments, from tooth gems and nail art to hair and body stencils, face gems and temporary tattoos.
Games, challenges and giveaways
Competitive visitors are well catered for. The Play Big in California Kicking Challenge lets fans aim at digital targets to score points, the McCoy’s Crunch Time Cam invites a dive into a foam pit for a touchdown photo opportunity – with a free pack of crisps thrown in – and the Madden NFL 27 Gaming Booth caters to gamers. The Miami Dolphins NFL Flag Grab Challenge gives participants 30 seconds to grab as many flags as possible, while Topps will be on site with complimentary Topps Flagship NFL packs and other giveaways.
How to get in, and tips for the day
Registration is the essential first step: download the NFL OnePass app and sign up for a QR code before heading to the square. The FanScan feature in the app unlocks digital badges and entry into prize draws when you scan QR codes at the different activations, and food and drink will be available from on-site vendors throughout the event.
With airport-style bag searches in place, travel light and arrive early to beat the queues. Keep the app on a charged phone, dress for October weather, and use public transport – the nearest stations are Charing Cross, Leicester Square and Embankment, all a short walk from the square.
London’s love affair with the NFL
The festival celebrates 19 years since international NFL football first came to London, and this season’s action is already under way: the Indianapolis Colts beat the Washington Commanders 30-13 at Tottenham Hotspur Stadium on Sunday to open the capital’s latest triple-header of games, and the league has opened an official pop-up shop on Oxford Street for the October fixtures. American football’s footprint keeps growing here – last month Wembley hosted the first-ever Union Jack Classic college game. Match tickets for the London games are available at nfl.com/london.
“London has hosted international football for 19 incredible years, and the passion of the fans here never ceases to amaze us,” said Henry Hodgson, general manager of NFL UK & Ireland, calling the event a free, world-class celebration of that fandom in the heart of the capital. The Mayor of London, Sadiq Khan, described the capital as “the sporting capital of the world” and said the two-day festival was a great opportunity for more Londoners to experience the best of the NFL.
Whether you are a die-hard fan or have never watched a down in your life, two free days of trophies, trick plays and touchdown photos in one of London’s most famous squares is hard to beat.
