America’s National Football League and its official retail partner Fanatics have opened an NFL Shop pop-up store in London’s Carnaby Street ahead of the the league’s first international game at Wembley Stadium on Sunday (5 October).

Located at Nos 5-7, the pop-up store, which will remain in situ until 20 October, offering fans “a unique opportunity to shop official NFL jerseys and an assortment of wider merchandise across NFL teams ahead of game day”.

Key will be the exclusive 2025 NFL London game merchandise and access a range of limited-edition collaborations and merchandise that include Minnesota Vikings x UNRL and the Football x Football jersey range.

The addition of the store “reflects the rapidly growing passion for American football in the UK” which, outside of North America, is ranked the best-selling country for merchandise sales globally on the official NFL online store in 2025”.

Stephen Dowling, international president at Fanatics, added: “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.

“Even if [fans] are not going to the game at Wembley, can get their hands on the widest range of official NFL gear and be part of the buzz around the sport.”

This opening builds on Fanatics’ recent activations across Europe, including successful retail outlets across Dublin city centre during the first-ever NFL game in Ireland.

“The launch of the NFL Shop pop-up store on Carnaby Street is another important step in bringing our sport even closer to fans,” said Salha Latif, vice president, international consumer products.