The NFL lands on London’s Oxford Street as Fanatics opens pop-up store for 2026 London games
The National Football League and Fanatics, the league's official retail partner, are set to open an NFL Shop pop-up retail store on London's Oxford Street, as American football returns to the capital for three games this October.
Located at 360-366 Oxford Street, the 1,000 sq ft store will be open from Thursday, 1st October, to Monday, 19th October, spanning all three 2026 NFL London games: the Indianapolis Colts vs. Washington Commanders on 4th October and the Philadelphia Eagles vs. Jacksonville Jaguars on 11th October, both at Tottenham Hotspur Stadium, followed by the Houston Texans vs. Jacksonville Jaguars at Wembley Stadium on 18th October.
Fans can shop official NFL jerseys and an assortment of merchandise across NFL teams, alongside a range of products available exclusively in London. The Oxford Street store will also host NFL Shop LIVE!, a programme of fan events. On opening night, Thursday, 1st October, NFL UK legend Efe Obada will sit down with broadcaster Neil Reynolds to talk about his NFL career and new charity project. On Thursday, 8th October, Phoebe Schecter and Neil Reynolds will record an NFL London Games special of "Inside the Huddle" in front of a live audience. Both events start at 6 p.m., with limited seating available on a first come, first served basis.
The store at Tottenham Hotspur Stadium will also become an official NFL Shop from Saturday, 3rd October to Sunday, 11th October, across both Tottenham games, with a number of exclusive collections available in-store. It opens with an NFL Shop Tottenham Family Day on Saturday, 3rd October, from 10 a.m. to 3 p.m., with games, prizes, exclusive merchandise and special guests.
"NFL Shop has become part of the London Games experience, and this year we're taking it further," says Salha Latif, Vice President of Global Consumer Products at the NFL. "Alongside a number of exclusive collections, fans can join our NFL Shop LIVE! events on Oxford Street and visit an official NFL Shop at Tottenham Hotspur Stadium, giving them more ways to connect with the game and the teams they love."
"Every October, London comes alive with fans from across the league as they travel to the city for these games," says Stephen Dowling, International President at Fanatics. "Oxford Street is one of the most famous shopping destinations in the world, and with three games across three weekends, our stores give every fan, whichever team they support, the chance to get official NFL gear and exclusive London products to add to their experience. Our best collaborations tell a story about the place they're made for, and this year's London range is no exception."
2026 RTIH Innovation Awards
Physical retail will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
