NFL Takes Over Carnaby Street with Exclusive London Pop-Up Shop

The National Football League (NFL), in collaboration with its official retail partner Fanatics, has unveiled an exclusive NFL Shop pop-up store on London’s iconic Carnaby Street. This strategic opening, located at Nos 5-7, precedes the league's inaugural international game at Wembley Stadium this Sunday, 5 October, offering fans an immersive retail experience until 20 October.

The temporary retail space is designed to be a prime destination for avid American football supporters, providing a unique opportunity to acquire official NFL jerseys and a comprehensive assortment of merchandise representing various NFL teams before game day. A highlight of the store's offerings includes exclusive 2025 NFL London game merchandise, alongside access to a range of limited-edition collaborations, such as the Minnesota Vikings x UNRL collection and the distinctive Football x Football jersey range.

The establishment of this pop-up store underscores the burgeoning enthusiasm for American football across the United Kingdom. Notably, the UK is ranked as the best-selling country globally for NFL merchandise sales outside of North America on the official NFL online store in 2025, a testament to the sport's rapidly expanding fanbase in the region.

Stephen Dowling, International President at Fanatics, emphasized London’s significance to the league. He stated, “London has become a key international home of the NFL, and the excitement around the International games when it visits the city is always incredible.” Dowling added that the store allows fans, even those not attending the Wembley game, to “get their hands on the widest range of official NFL gear and be part of the buzz around the sport.”

This initiative further extends Fanatics' successful retail activations across Europe, building on recent achievements such as the outlets launched in Dublin city centre during the first-ever NFL game held in Ireland. Salha Latif, Vice President, International Consumer Products, affirmed the strategic importance of the new store, commenting, “The launch of the NFL Shop pop-up store on Carnaby Street is another important step in bringing our sport even closer to fans.”