First NFL Game in Ireland Delivers €104.5 Million for Irish Economy
- Published on: 23 February 2026
- Last updated on: 23 February 2026
- €104.5 million total economic impact, delivering a 10.5:1 return on public investment
- Over 51,500 international visitors travelled to Ireland for the game
- 9.2 million US television viewers, providing unprecedented broadcast exposure for Ireland
- More than 40,000 fans participated in free NFL fan-engagement events across Dublin throughout the weekend
- Government and the NFL announce a joint match funding initiative to support flag football in Ireland
New research undertaken by BDO on behalf of Fáilte Ireland shows that the 2025 NFL Dublin game held at Croke Park generated an estimated €104.5 million in total economic impact for Ireland. The game, which featured the Pittsburgh Steelers and the Minnesota Vikings, took place on 28 September 2025.
The game attracted a matchday attendance of 74,512. Analysis of ticket holders shows that approximately 37 percent travelled from the United States, 33 percent were from Ireland, and 30 percent came from other international markets. The game also captured global attention and drew a US TV audience of 9.2 million live unique viewers.
Of €104.5 million generated from Ireland’s hosting of the NFL game €76.8 million was direct spend driven by accommodation, food and beverage, retail and transport expenditure, along with event operational costs and associated activities. The €104.5 million figure also includes indirect and induced impact of €27.7 million arising from the wider multiplier effect across the economy.
The analysis confirmed that every €1 of public funding generated €2.24 in tax receipts for the Exchequer, demonstrating a strong and measurable fiscal return alongside the wider economic impact.
The economic impact assessment was informed by attendance figures, visitor spend data, length of stay information, hotel occupancy data and operational expenditure provided by the NFL. This was complemented by attendee intercept surveys conducted over the weekend of the game, along with data from Fáilte Ireland and the Central Statistics Office.
Flag Football Investment
Alongside the economic success of the 2025 game, the legacy of the fixture has led to growing enthusiasm and investment in flag football, the non-contact version of American football. The Government and the NFL have now, building on a commitment in the agreement that brought the 2025 game to Ireland, confirmed a joint funding approach to support the continued expansion of flag football across Ireland. The Government will provide funding via Sport Ireland of up to €200,000 per annum over the next 3 years, with a particular focus on supporting the capacity growth of American Football Ireland, to match NFL investment in growing the game.
Flag Football in Ireland falls under the umbrella of American Football Ireland (AFI), the Sport Ireland recognised National Governing Body for American Football in Ireland. The approach announced today will see the NFL and American Football Ireland working to develop a national structure for flag football to deliver sustained participation growth.
Aligning with the aims of the National Sports Policy to increase participation in sport, this approach will create additional opportunities for physical activity, for being part of a team, and for playing an enjoyable, entertaining sport which is growing at a remarkable rate globally.
The NFL delivered flag starter kits to more than 900 post-primary schools on the island of Ireland prior to the September 2025 game and NFL Flag is now active in 100 schools across the island of Ireland. This includes 45 primary and 55 post-primary schools, with more than 4,500 boys and girls now playing regularly. The programme aims to expand participation to more than 50,000 young people by 2027.
Building on this momentum, the Government and the NFL’s joint match funding initiative will help provide support to American Football Ireland, alongside coaching resources and programme support to accelerate this grassroots growth.
Commenting on the report’s findings and the Flag Football initiative, Minister for Culture Communications and Sport, Patrick O’Donovan TD, said:
“The Government agreed to provide up to €9.95m to secure and put on the game and these results show this was money well-spent and provided an excellent return on investment. In fact, the economic return was more than ten times the level of Government funding. The fixture significantly enhanced Irish tourism, strengthened our cultural and international links with the United States, and further strengthened Ireland’s international reputation as a leading destination for major global sporting and cultural events. Ireland is now well positioned for future NFL fixtures, and I look forward to further engaging with the NFL on this.
On foot of the tremendous success of the game, I’m delighted to announce this multi-year strategic collaboration with the NFL, Sport Ireland and American Football Ireland for the development of flag football in Ireland. Flag Football is an exciting sport, growing at a phenomenal rate globally. This partnership will create lots of opportunities for participation in sport around the country and continue to strengthen our relationship with the NFL.”
Regarding the tourism impacts of the event, Peter Burke TD, Minister for Enterprise, Tourism and Employment, said:
“The tourism dividend from the NFL game between the Pittsburgh Steelers and Minnesota Vikings was remarkable. More than 51,500 international visitors travelled to Ireland for the event, and the colour and atmosphere the fans brought was seen all over Dublin in the lead up to the game. The benefit was not just felt in the capital, as visitors spent time right across the country, supporting local businesses and communities in every region. The game also showcased Ireland to a truly global audience, with 9.2 million viewers in the United States alone tuning in and seeing Ireland at its best.”
Minister of State for Sport and Postal Policy, Charlie McConalogue TD, added:
“It was an honour to welcome the National Football League to Dublin for the first regular season game held in Ireland. Hosting a global sporting event of this calibre highlights Ireland’s growing reputation as a world-class sporting host. It was a magnificent spectacle and the product of a major collaborative effort, a true whole-of-Government ‘Team Ireland’ approach. Importantly the game will also deliver significant legacy benefits from a sporting perspective as it will support the growth of Flag Football in Ireland.”
NFL U.K. & Ireland General Manager, Henry Hodgson, said:
“Hosting the first NFL regular season game in Ireland was a significant milestone for the league. The atmosphere in Croke Park and across the city reflected the passion of our fans and the strength of the partnerships the NFL has developed in Ireland. “We are proud of the economic contribution this game delivered and excited to work with Sport Ireland and American Football Ireland to support the continued growth of flag football.
The combined economic impact and legacy investment underline the broader value of hosting the 2025 NFL Dublin Game, delivering immediate financial returns while supporting long-term sports development across Ireland.”
Welcoming the collaboration on Flag Football, AFI president Alan Lomasney said:
“Flag football is one of the fastest-growing sports in the world, with over 20 million players across 100 countries, where women and girls are driving the fastest growth. The sport will officially be included in the LA 2028 Olympic Games programme, led by the efforts of the International Federation of American Football and supported by the NFL. AFI is looking forward to working with the NFL to grow Flag Football in Ireland, and appreciates the support of Government to achieve this.”
