Dublin is buzzing with excitement as the NFL makes its regular-season debut in Dublin on Sunday, and the action is stretching far beyond the pitch at Croke Park.
From food and fashion to tech and tourism, the weekend has become a full-scale celebration of culture and sport.
Paul Galvin’s Routes Design clothing line is enjoying a moment in the spotlight, with Dunnes Stores giving the Kerryman’s range a prime push during the NFL festivities.
Just as American chefs bring a taste of the States to Croke Park, Galvin’s workwear-inspired style represents Irish creativity stepping confidently onto the global stage.
At Croke Park itself, Aramark Sports is going big with its Chefs on the Road programme. Last weekend, Irish chefs served spice bags and other favourites to fans in Minneapolis and Pittsburgh. Now, U.S. chefs are returning the favour, offering Dublin supporters brisket, wings, and loaded hotdogs — a culinary exchange to match the sporting one.
Across the city, Dublin is embracing the American tradition of tailgating. Squares, pubs, and outdoor venues are hosting BBQs, games, and music, giving fans a carnival atmosphere long before kickoff. For those without tickets, the NFL Fan Experience at Dublin Castle offers interactive games, memorabilia displays, and meet-and-greets with players in one of the city’s most historic settings.
The weekend isn’t just about fun — it’s also about innovation. At TUD Aungier Street, the NFL and AWS are running a Hackathon, where students and developers are building fan engagement apps and data tools.
Meanwhile, Enterprise Ireland is hosting a Sports Tech Showcase, introducing Irish startups to visiting U.S. executives and media in the hope of forging long-term links.
For visiting fans, Dublin’s pub culture is another highlight. Murray’s on O’Connell Street has been transformed into the Kansas City Chiefs House, buzzing with red and gold, while The Living Room on Cathal Brugha Street is hosting the Pittsburgh Steelers House, packed with black-and-gold supporters. Together, they anchor a citywide celebration that runs long into the night.
Tourism chiefs are already hailing the event as a €100 million touchdown for Ireland, with thousands of American visitors extending their trips to explore the Wild Atlantic Way and Ireland’s Ancient East. The global broadcast will beam images of Dublin into millions of U.S. homes, putting the capital firmly on the map for future visitors.
The weekend also highlights Ireland’s links to the NFL itself. Stories of pioneers like Neil O’Donoghue and current Green Bay Packers punter Daniel Whelan are inspiring young athletes at Q&A sessions and fan meetups. At the grassroots level, GAA clubs are welcoming American visitors to learn about Gaelic games, creating a cultural exchange that goes both ways.
From fashion and food to pubs and politics, Dublin’s NFL weekend has become more than just a game. It’s a showcase of how sport can connect communities, drive tourism, and create opportunities for business, innovation, and cultural exchange. In every sense, Dublin has scored big.
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Here’s your full ten point guide to immersion in the NFL weekend.
1. Paul Galvin’s Routes Design Scores Big at Dunnes
The NFL’s arrival in Dublin is sparking more than sporting excitement — it’s also delivering a boost for Irish fashion. Former Kerry footballer Paul Galvin has seen his Routes Design clothing line, stocked nationwide in Dunnes Stores, given pride of place in the retailer’s NFL weekend promotion.
Galvin’s brand, known for its minimalist aesthetic and nods to Irish workwear heritage, is being positioned as part of the cultural exchange between Ireland and the U.S. Just as American chefs are bringing their flavours to Croke Park, Galvin’s collection is blending local design sensibilities with the American game-day spirit.
For Galvin, who has long spoken about the intersections between Irish identity, culture, and style, it’s a high-profile moment. His jackets, knitwear, and casual pieces are being showcased to NFL visitors alongside domestic shoppers, aligning Irish creativity with one of the biggest global sporting events.
In a weekend about more than touchdowns, Routes represents how sport, fashion, and identity connect across the Atlantic — with Irish design stepping confidently onto the international stage.
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2. American Chefs Bring Flavour to Croke Park
Food is as much a part of NFL culture as touchdowns and tailgates, and this weekend Croke Park fans will get the full flavour of the States thanks to Aramark Sports. The company has launched a Culinary Exchange around the Dublin game and the recent home fixtures of both competing teams in the U.S. through its Chefs on the Road programme.
Last weekend, Chef Cian Irvine of Croke Park brought a taste of Ireland to Minneapolis, serving Vikings fans Irish-inspired favourites — including the ever-popular spice bag — at U.S. Bank Stadium. At the same time, Chef Ruairi Boyce was in Pittsburgh, offering Steelers supporters an Irish twist at Acrisure Stadium.
Now, it’s Dublin’s turn. U.S. chefs have flown in to deliver “the Taste of the States,” with BBQ brisket, buffalo wings, loaded hotdogs, and mac ’n’ cheese on offer at the concession stands.
The exchange highlights the NFL’s ambition to make the Dublin weekend about more than the game — it’s a celebration of culture, flavour, and shared fan experiences on both sides of the Atlantic.
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3. Tailgating, Dublin-Style
In the U.S., tailgating is as central to football as the game itself, and this weekend Dublin is embracing the tradition. Across the city, pubs and outdoor spaces are being reimagined as fan zones with BBQ grills, live music, and team colours. Merrion Square, Smithfield, and Camden Street are just some of the areas where supporters will gather before kickoff.
American visitors are bringing their own traditions — from cornhole games to college fight songs — while local pubs are adding Irish twists with trad sessions and craft stout tastings. Organisers expect the atmosphere to spill into the streets, creating a carnival vibe in the hours before the stadium gates open.
For Dublin businesses, it’s a welcome boost on one of the city’s busiest weekends of the year. And for Irish fans, it’s a chance to step into a slice of U.S. sporting culture without leaving home.
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4. NFL Fan Experience at Dublin Castle
This weekend, the historic Dublin Castle courtyard will host something entirely new: an NFL Fan Experience Zone. The venue, more associated with state ceremonies than sport, will become a playground for football fans of all ages.
Interactive games like quarterback challenge stations and 40-yard dash tracks will let fans test their skills, while VR headsets will offer immersive “on-the-field” experiences. Memorabilia exhibitions will display rare Super Bowl rings and iconic jerseys, giving visitors a tangible connection to the NFL’s rich history.
The fan zone will also host appearances from current and former players, plus cheerleading squads bringing high-energy entertainment to the heart of the city.
For Dublin, it’s a striking cultural crossover — 18th-century walls echoing with American football chants. For fans without tickets, Dublin Castle is set to be one of the weekend’s must-visit spots.
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5. Tech Hackathon at TUD Aungier Street
The NFL’s partnership with Amazon Web Services (AWS) takes centre stage this weekend in Dublin, not just on the pitch but in the classroom. Technological University Dublin’s Aungier Street campus is hosting an NFL Hackathon, bringing together students, developers, and data scientists for a 24-hour sprint of innovation.
The challenge: to design apps and tools that could enhance fan engagement, data analysis, or even player performance. With AWS technology powering much of the NFL’s advanced stats and broadcasts, the hackathon offers a hands-on chance for Irish tech talent to impress global executives.
Winners will get the chance to pitch their ideas to senior NFL and AWS leaders. It’s a rare opportunity for Irish students to showcase innovation on a global stage, with football acting as the spark for creativity.
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6. Enterprise Ireland Showcases Sports Tech
While the NFL game is the weekend’s headline, Enterprise Ireland is making sure Irish innovation gets its moment in the spotlight. The agency is hosting a Sports Tech Showcase, designed to introduce visiting U.S. teams, executives, and media to homegrown companies working at the cutting edge of sport.
From AI-driven performance analysis tools to fan engagement platforms and wearable health trackers, Irish startups will demonstrate how they are shaping the future of sport and fitness. For Enterprise Ireland, the showcase is about more than products — it’s about forging relationships and opening doors to the lucrative U.S. sports market.
With the NFL’s global footprint expanding, Irish sports tech firms see a chance to ride the wave. The showcase is a reminder that major events can create opportunities far beyond the field, linking sport with enterprise and turning a one-off game into a long-term legacy.
Join us on Monday for a report on the global position of Irish Sports Tech, and on Tuesday for a Sport for Business podcast with Stephen Smith, Founder of Kitman Labs.
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7. Kansas City Chiefs House at Murray’s
The heart of the fan action this weekend will be at Murray’s on O’Connell Street, officially designated as the Kansas City Chiefs House. The popular sports bar has been decked out in red and gold, with giant screens, themed décor, and a menu tailored for gridiron fans.
Chiefs legends and fan groups are expected to make appearances across the weekend, turning the venue into a rallying point for supporters who’ve travelled from the U.S. as well as Irish fans adopting Patrick Mahomes’ team. From live music to late-night screenings of classic NFL games, Murray’s will be a hub of activity long after the final whistle at Croke Park.
For Dublin’s hospitality sector, the Chiefs House is more than just a busy bar — it’s a showcase of how Irish venues can adapt to U.S. sports culture. For fans, it’s a little piece of Kansas City in the middle of O’Connell Street.
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8. Pittsburgh Steelers House at The Living Room
Steelers Nation will feel right at home in Dublin this weekend with The Living Room on Cathal Brugha Street designated as the official Pittsburgh Steelers House. The sprawling sports venue, already famed for its giant outdoor screen and party atmosphere, will become a black-and-gold stronghold as fans gather in their thousands.
With appearances from Steelers alumni, live DJs, and exclusive fan giveaways, The Living Room will be buzzing day and night. Irish fans who have followed the Steelers since the Franco Harris era will be mixing with American visitors, creating a festival of football spirit right in the centre of Dublin.
From American-style tailgate food to Irish craft beers, the venue promises a cultural mash-up to almost match anything happening at Croke Park.
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9. Tourism Touchdown for Ireland
Fáilte Ireland is predicting a €100 million tourism boost from the NFL weekend, with thousands of U.S. fans extending their stay to explore the country. Hotels across Dublin have been booked out for months, while tour operators are reporting a surge in bookings for trips along the Wild Atlantic Way and Ireland’s Ancient East.
Many fans are tying the game into a wider holiday, taking in golf courses, castles, and cultural landmarks. The NFL’s global spotlight also provides invaluable marketing for Ireland as a destination, with TV broadcasts beaming images of Dublin and Croke Park into millions of American homes.
Tourism chiefs say the event is proof of Ireland’s ability to host major international spectacles and to use sport as a gateway to showcasing the nation’s culture and scenery. For Irish tourism, the NFL is a global shop window.
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10. Irish Roots and Gridiron Meets Gaelic
The NFL weekend is also shining a light on Ireland’s historic and modern links to the sport. From Neil O’Donoghue, the Clondalkin-born kicker who played in the league in the 1970s, to Daniel Whelan, the Enniskerry-raised punter currently with the Green Bay Packers, Irish players have always carried the dream of making it Stateside.
This weekend, fan events and Q&As will celebrate those connections, offering young Irish athletes the chance to meet role models who’ve crossed the Atlantic divide. At the grassroots level, GAA clubs are hosting open training sessions and cultural evenings for U.S. fans, showcasing Gaelic football and hurling to curious visitors.
Time to buckle up and enjoy the moment…
Image Credit: Sport for Business
Further Reading for Sport for Business members:
Read our Sport for Business Coverage on American Football
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