The NFL kicked off its ticket sales for the 2025 London games on Thursday, and it’s safe to say the launch didn’t exactly go off without a hitch.
Early reports from the NFL’s U.K and Ireland Twitter account made it clear that the demand for those coveted tickets was through the roof. By 8:30 a.m. ET, fans were greeted with a message that read: “Due to exceptionally high demand for NFL London Games tickets, Ticketmaster has temporarily paused sales to monitor the queue and ensure genuine fans are able to purchase tickets. Your place in the queue is secure and there are still tickets available. We understand how frustrating this is and appreciate your patience.” That last part was likely a nod to all those hoping to snag tickets, while also acknowledging the shadow of ticket scalpers lurking in the background.
The term “genuine fans” has been thrown around frequently in discussions about ticket sales, especially when it comes to high-stakes events like these. The bots that scour the web for tickets have become a familiar enemy, swooping in to snatch up tickets before the average fan has a chance. Social media was buzzing with anecdotes that hinted the bots were still at it, purchasing tickets even as Ticketmaster paused the sale for “real” fans.
When attempting to join the queue ourselves, the wait time was daunting—over an hour—with a staggering 247,734 people already in line. Just think about that: a play for a handful of tickets, and you’re faced with nearly a quarter of a million fellow fans vying for the same prize.
In the midst of the chaos, the message from the NFL did provide some reassurance, stating, “Our tech teams spotted bad actors and we are working to keep them out.” That’s a small silver lining in a situation that has become all too common for high-demand events. Unfortunately, genuine fans often find themselves in a bind, as the bots and resellers inflate prices, making it tough to get tickets at face value without taking a hit to the wallet.
As the NFL continues to expand its global footprint with these London games, the challenge of ensuring fans have fair access to tickets remains an uphill battle. The league’s efforts to combat bad actors are commendable, but the struggle against tech-savvy resellers leaves many fans hoping for a smoother experience in the future.
