New research undertaken by BDO on behalf of Fáilte Ireland has found that the 2025 NFL Dublin Game generated an estimated €104.5 million in total economic impact for Ireland.

The game, which featured the Pittsburgh Steelers and the Minnesota Vikings, was held at Croke Park on 28 September 2025. It marked the first NFL regular season fixture ever played in Ireland and drew a match day attendance of 74,512.

Discussions have also begun today on the prospect of the NFL returning to Dublin in the near future, a move which would be welcomed by Government and the NFL according to the positive commentary surrounding today’s launch

Analysis of ticket holders revealed the global reach of the event. Approximately 37 per cent of attendees travelled from the United States, 33 per cent were from Ireland and 30 per cent came from other international markets. The game also attracted a live US television audience of 9.2 million unique viewers, providing Ireland with a major international showcase.

Of the €104.5 million total impact, €76.8 million came from direct expenditure, including spending on accommodation, food and beverage, retail and transport, as well as event operational costs and associated activities.

A further €27.7 million was generated through indirect and induced impacts arising from multiplier effects across the wider economy.

The report also highlighted the fiscal return to the State. For every €1 of public funding invested in securing and hosting the game, €2.24 was returned to the Exchequer in tax receipts. The economic impact assessment was informed by attendance figures, visitor spending data, length of stay information, hotel occupancy data and operational expenditure supplied by the NFL, complemented by attendee intercept surveys and data from Fáilte Ireland and the Central Statistics Office.

Welcoming the findings, Patrick O’Donovan, Minister for Culture, Communications and Sport, said the Government’s decision to invest up to €9.95 million in the event had delivered a substantial return.

“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,” he said.

“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.”

Peter Burke, Minister for Enterprise, Tourism and Employment, said the tourism dividend extended well beyond Dublin.

“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,” he said. “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.”

Charlie McConalogue described the game as a showcase for Ireland’s capability to host major global events and highlighted its longer-term sporting legacy.

The report lands on the same day as College Football Ireland revealed another €132 million impact from the College Football Game played a few weeks before, with visitors for that game staying longer and spending more as part of a generational trip with family and firends as much as a sporting occasion.

Alongside the immediate economic impact, the Government and the NFL have confirmed a joint funding initiative to expand flag football in Ireland. Under the agreement, the Government will provide funding via Sport Ireland of up to €200,000 per annum over the next three years, matching NFL investment and focusing on building the capacity of American Football Ireland.

Flag football, the non-contact version of the sport, has seen rapid growth globally and will feature in the Olympic programme at the Los Angeles 2028 Games. Ahead of the Dublin fixture, the NFL delivered starter kits to more than 900 post-primary schools across the island. NFL Flag is now active in 100 schools — 45 primary and 55 post-primary — with more than 4,500 boys and girls participating regularly. The programme aims to reach 50,000 young people by 2027.

Henry Hodgson, NFL U.K. & Ireland General Manager, said hosting the first regular season game in Ireland demonstrated the strength of the league’s partnerships here and underlined its commitment to long-term development. AFI President Alan Lomasney added that the new collaboration would accelerate participation growth, particularly among women and girls, in one of the world’s fastest-growing sports.

Together, the economic return and the grassroots investment underline the broader value of Ireland’s first NFL regular season game — delivering immediate financial benefit while laying foundations for sustained sporting growth.
 

Image Credit: NFL UK and Ireland

 

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