For millions of NFL fans across the United States, Sunday is sacred — a day for football, tailgates, and late-morning brunches before the games begin. But this Sunday, Week 7 of the 2025 NFL season, fans of the Los Angeles Rams and Jacksonville Jaguars will need to set their alarms early. Their highly anticipated matchup kicks off at 9:30 a.m. ET / 6:30 a.m. PT, an unusually early start that has raised plenty of questions: Why so early? The answer lies across the Atlantic — in the heart of London, where the NFL’s global ambitions are on full display.
A Morning Game for U.S. Fans, an Afternoon Event in London
The Rams and Jaguars’ clash is part of the NFL International Series, a growing initiative designed to expand the league’s global reach and fan base. This Week 7 showdown is taking place at Tottenham Hotspur Stadium in London, a city that has become the unofficial European home of American football.
Because of the time zone difference — London is five hours ahead of the U.S. East Coast and eight hours ahead of the West Coast — the NFL scheduled the kickoff for 2:30 p.m. local time. That’s a comfortable mid-afternoon slot for London fans but translates to a bleary-eyed start for Americans waking up to watch football with their morning coffee.
It’s not the first time this has happened. The NFL has been hosting early games in the UK since 2007, and these early broadcasts have become somewhat of a tradition — a rare opportunity for fans to enjoy an entire day of football that stretches from dawn to night.
The NFL’s Global Expansion Strategy
At its core, this early-morning matchup represents something much larger than just a quirky kickoff time. It’s part of the NFL’s strategic push to grow its global audience, particularly in Europe.
The NFL International Series began in 2007 with a single game at Wembley Stadium. Since then, the league has significantly ramped up its overseas presence, with regular-season games played annually in London, Germany, and now expanding to countries like Spain and Brazil. The goal? To turn American football into a truly international sport — and to give international fans a taste of the NFL’s excitement live and in person.
This year, the London game between the Rams and Jaguars is the fifth international matchup on the 2025 schedule. Earlier games have already been held in Munich and Madrid, drawing sold-out crowds and record-breaking viewership numbers in Europe.
The NFL’s London experiment has been so successful that the league now refers to the Jaguars as London’s “home team.” Jacksonville has played in the UK almost every season for the past decade, with owner Shad Khan (who also owns the Premier League’s Fulham FC) championing the team’s British fan base.
The Jaguars: London’s Adopted Team
For the Jacksonville Jaguars, playing in London feels almost like home turf. Since 2013, the Jaguars have built a steady and passionate following in the UK, helped by consistent appearances at Wembley and Tottenham Hotspur Stadium.
The team’s partnership with the NFL UK office includes fan engagement events, youth clinics, and community initiatives. According to league officials, the Jaguars’ UK fan base has grown to rival some mid-market U.S. franchises in size and merchandise sales.
For Jacksonville, these London games also make financial sense. The team earns substantial revenue from international ticket sales and sponsorships, often surpassing what they would make from a typical home game in Florida.
Head coach Doug Pederson recently commented on the team’s comfort with the overseas trip, saying, “We’ve done this before. We know how to handle the travel, the time zone change, and the atmosphere. It’s almost a second home game for us.”
The Rams’ Turn on the Global Stage
While the Jaguars are veterans of London matchups, this is the Los Angeles Rams’ first trip across the pond since 2019. For the Rams, this game is an opportunity to showcase their star power to a European audience eager for elite-level football.
The team’s marketing and fan engagement teams have spent the week leading up to the game hosting events across London, including youth flag football sessions, autograph signings, and pop-up merchandise shops in central London.
“Playing internationally is a privilege,” said Rams head coach Sean McVay. “It’s a chance to represent not just our team but the league and the sport we love. The time difference doesn’t bother us — it’s part of something bigger.”
The Rams’ ownership group has also been supportive of the NFL’s international push. Their focus is on building a global fan identity, especially since the team already enjoys a strong brand presence in Hollywood and beyond.
Behind the Early Kickoff: Logistics and Broadcast Strategy
For U.S. fans, the early kickoff might feel inconvenient, but from the NFL’s perspective, it’s a broadcasting goldmine.
A 9:30 a.m. ET start creates an all-day NFL viewing marathon. Fans can tune in to the London game in the morning, then continue with the standard slate of 1 p.m. and 4:25 p.m. games, capped by Sunday Night Football in prime time. It’s a full day of wall-to-wall football coverage that keeps viewers locked into the NFL brand for nearly 12 straight hours.
Networks like ESPN, CBS, and NFL Network have embraced these early games, often using them as a way to boost Sunday morning ratings. In previous years, London games have consistently drawn strong viewership numbers, even with the early start.
There’s also the advantage of expanding the NFL’s global broadcast window. A London kickoff allows European and Asian audiences to watch live games during their daylight hours, creating more international engagement and advertising potential.
The Player Experience: Jet Lag and Game Readiness
While fans might enjoy the novelty of breakfast-time football, for players, the London trip presents real challenges. Traveling across five time zones disrupts sleep patterns, affects performance, and complicates preparation.
Most teams arrive in London early in the week to adjust to the time difference. Coaches plan lighter practices, recovery sessions, and mandatory rest periods to ensure players are physically ready for game day.
“It’s not just another road trip,” said Rams quarterback Matthew Stafford. “You have to manage your body differently. Sleep becomes the most important thing.”
The Jaguars, having done this many times before, are better acclimated to the London environment — which could give them an edge on the field.
Fans React: From Pajamas to Pints
Back in the U.S., reactions to the early kickoff have been mixed. East Coast fans have joked about “mimosas and football”, while West Coast fans face the more brutal 6:30 a.m. wake-up call.
Social media has filled with memes of sleepy-eyed supporters setting alarms and brewing coffee before dawn. Meanwhile, UK fans are thrilled to host another meaningful NFL matchup in their backyard — and not just a preseason exhibition.
For diehard followers, these London games have become a cherished part of the NFL calendar, an annual reminder that the sport’s reach now spans continents.
The Bigger Picture: A Global Future for the NFL
The early kickoff for Rams vs. Jaguars is more than just a scheduling quirk — it’s a symbol of the NFL’s future direction. Commissioner Roger Goodell has made it clear that international expansion remains a top priority.
The league has already floated ideas for a European division and even hinted at potential international franchises in the coming decade. London remains the leading candidate, thanks to its existing infrastructure, enthusiastic fan base, and strong attendance figures.
As the NFL continues to globalize, these early-morning games might soon become a regular feature rather than a novelty. For fans, it means adjusting breakfast plans — but for the league, it’s a step toward a truly worldwide sport.
Conclusion: Football Without Borders
The Los Angeles Rams vs. Jacksonville Jaguars matchup in Week 7 isn’t just another regular-season game — it’s a showcase of how far the NFL has come in its mission to bring American football to the world stage.
While U.S. fans might grumble about the early alarm, the London game offers something unique: a shared global experience that connects fans from Los Angeles to London and beyond.
So as the sun rises over American homes and the crowd roars in London’s Tottenham Hotspur Stadium, one thing is clear — football is no longer just America’s game. It’s the world’s game in the making