Inside a London television studio, excitement fills the air as NFL fans erupt in cheers when the Denver Broncos score a touchdown during the opening minutes of the AFC Championship game. This lively scene is part of the United Kingdom’s newest NFL show, Big Game Night, which premiered on free-to-air Channel 5 in September 2023.
Hosted by popular television figure Dermot O’Leary and Olympic gold medalist Sam Quek, the show aims to blend entertainment with sports analysis. It features a panel that includes Osi Umenyiora, a London-born Super Bowl champion, alongside regular celebrity guests and NFL players like Efe Obada. The show seeks to attract both casual viewers and devoted fans, incorporating family-friendly games while providing in-depth analysis.
During a recent episode, The Athletic observed the audience as the New England Patriots ultimately defeated the Broncos 10-7. The studio, located at the expansive Riverside Studios in Hammersmith, is decked out with memorabilia, including Stars and Stripes decorations and a large plastic football set against goalposts in the center of the stage.
The show has generated mixed reactions. While some viewers appreciate its attempt to introduce American football to a broader audience, others feel that the format compromises traditional sports analysis. The audience for this particular episode included members from the University of Bristol’s American football team, the Bristol Barracudas, who were treated to snacks and drinks during the show.
As the show prepared to go live at 19:30 GMT, a countdown began, creating palpable anticipation. A hype man, Stuart Holdham, energized the crowd, prompting claps and cheers. The set, bustling with around 25 crew members, featured multiple cameras focused on both the panel and the audience, who donned NFL jerseys for the night.
The show combines American football-themed games with the game itself, providing entertainment during commercial breaks. One segment, titled “Let’s Get Ready to Fumble,” involved audience members attempting to catch as many footballs as possible. O’Leary explained that the goal is to engage viewers during the breaks that often characterize American broadcasts.
Quek, who has served as an in-stadium host for NFL games in London for the past seven years, emphasized the importance of introducing new fans to the sport. She noted that being next to someone knowledgeable can significantly enhance the viewing experience. “It can be quite overwhelming,” Quek remarked, referring to the complexities of the game, “but our show aims to make it more accessible.”
Despite the appeal of its unique format, Big Game Night has struggled to capture a large viewership compared to its competitors. According to the television news outlet Broadcast, the show began with an average of 166,000 viewers, significantly below the timeslot’s typical 522,000. In contrast, NBC’s Sunday Night Football averaged a record audience of 23.5 million viewers during the same period in the United States.
As part of its outreach efforts, the show invites five fans from the featured NFL teams onto the set during regular-season games for a chance to win a trip to the United States. This initiative aims to deepen the connection between UK viewers and the American football experience.
O’Leary, a lifelong Miami Dolphins fan who began his football journey at a young age, acknowledged the challenges of balancing entertainment with genuine sports analysis. “We don’t take as many commercial breaks as they do in the States,” he explained. “The premise is to fill those breaks with engaging content while providing insight for viewers who might not be familiar with the game.”
The show’s dynamic format also allows for analysis from seasoned players like Umenyiora, who expressed his goal of making the sport relatable to those unfamiliar with it. He remarked, “I just want a broad overview and to help people enjoy the game in a fun way.”
As O’Leary and Quek prepare to host the upcoming Super Bowl from Santa Clara, California, expectations are high. The absence of a live audience may provide a different experience, but it could also be an opportunity to reach a larger audience.
The challenges of attracting new fans while satisfying traditional enthusiasts are significant, but Big Game Night continues to strive for a balance. With ongoing efforts to engage viewers and enhance their understanding of American football, the show represents an innovative approach to sports broadcasting in the UK. As O’Leary aptly stated, “You’re never going to please all the people because it is a game show within a game.”
The quest for a perfect formula continues, as Big Game Night aims to bridge the gap between casual and dedicated NFL fans while fostering enthusiasm for American football in the UK.
