A 1,000 sq ft NFL Shop will open in central London for all three 2026 London Games, combining exclusive merchandise with live events and a second temporary store at Tottenham Hotspur Stadium.
The NFL’s annual London visit is spreading well beyond the turnstiles this October. For 19 days, Oxford Street will have its own NFL Shop, giving supporters a central London base for official merchandise, limited-edition releases and live events across all three game weekends.
The 1,000 sq ft NFL Shop Oxford Street, at 360-366 Oxford Street, opens on Thursday, 1 October and runs until Monday, 19 October. That neatly brackets a run of three games involving the Indianapolis Colts, Washington Commanders, Philadelphia Eagles, Jacksonville Jaguars and Houston Texans.
For fans travelling into London, particularly those supporting teams not playing until the second or third weekend, it turns the retail side of the NFL London experience into something considerably more accessible than a hurried raid on a stadium shop before kick-off.
Three NFL London Games, one central shop
The timing is deliberate.
Tottenham Hotspur Stadium hosts the Indianapolis Colts against the Washington Commanders on 4 October, followed by the Philadelphia Eagles against the Jacksonville Jaguars on 11 October.
The final game moves across London to Wembley Stadium on 18 October, where the Houston Texans face the Jaguars.
The Oxford Street store remains open throughout, meaning it covers the entire three-game stretch rather than being tied to an individual fixture.
Inside, supporters will find official jerseys and merchandise from teams across the league, but the more interesting part of the proposition is the material that cannot simply be picked up from an ordinary NFL store.
Game-patched jerseys will be sold exclusively at NFL London Games retail locations, alongside a London city jersey and official 2026 NFL London Games merchandise.
There will also be limited-edition collaborations with Peace Collective, Mitchell & Ness and New Era, plus the return of the Football x Football collection. Match-up merchandise and memorabilia will complete the range, with further product drops planned during the shop’s run.
For collectors, that last detail may be the one that prompts an earlier visit rather than a leisurely appearance on the final weekend.
NFL Shop LIVE! adds something beyond merchandise
The Oxford Street space is also being used for NFL Shop LIVE!, a programme of in-store events that gives the pop-up a purpose beyond selling jerseys.
On opening night, 1 October, former NFL player Efe Obada will join broadcaster Neil Reynolds to discuss his career and a new charity project.
A week later, on Thursday, 8 October, Phoebe Schecter and Reynolds will record a London Games edition of Inside the Huddle in front of a live audience.
Both events begin at 6pm and seating is limited, with places available on a first-come, first-served basis.
It is a relatively simple idea, but a sensible one. The NFL’s London audience does not arrive neatly at the stadium an hour before kick-off and disappear afterwards. Three games across three weekends create a much longer period in which supporters are in the city, wearing team colours, meeting other fans and looking for something connected to the event.
“NFL Shop has become part of the London Games experience, and this year we’re taking it further,” said Salha Latif, vice president of global consumer products at the NFL.
Tottenham Hotspur Stadium gets its own NFL Shop
There is a second temporary retail operation for supporters attending the two Tottenham fixtures.
The existing Tottenham Hotspur Stadium store becomes an official NFL Shop from Saturday, 3 October until Sunday, 11 October.
It opens with an NFL Shop Tottenham Family Day on 3 October from 10 am to 3 pm, featuring games, prizes, special guests and exclusive merchandise.
During its run, the store opens Tuesday to Friday from 9.30 am until 5.30 pm and on Saturday from 10 am until 6 pm. It is closed on Monday.
On the two game days — 4 and 11 October — it will open before and after each fixture.
Wembley will also carry one of the largest official NFL merchandise collections available at its stadium stores for the Texans-Jaguars game on 18 October.
NFL Shop Oxford Street opening hours
The Oxford Street pop-up is at 360-366 Oxford Street, London, W1C 1JN.
It opens from 1-19 October 2026.
Monday to Saturday opening hours are 10am-9pm, while Sundays run from noon-6pm.
The Tottenham NFL Shop is at Tottenham Hotspur Stadium, 746 High Road, London, N17 0AP, and operates from 3-11 October 2026.
Taken together, the two stores underline how much the NFL London Games have grown beyond the games themselves. A three-hour fixture can be contained inside a stadium.
Three weekends of supporters descending on the capital is something rather larger — and Oxford Street is about to get its share of it.
