The NFL has built a serious fanbase north of the border. New Vividata research shows 10.5 million Canadian adults identify as NFL fans, with more than 5.1 million describing themselves as avid or super fans.
The deeper the fandom, the more the NFL experience extends well beyond live games into pre- and post-game coverage, podcasts, sports-related television series and documentaries, merchandise and sports betting.
“What stands out is not simply the size of the NFL audience in Canada, but how much the relationship changes as fandom deepens,” said Pat Pellegrini, president and CEO, Vividata. “The most committed fans are watching more, consuming football content across more platforms and participating in more of the activities surrounding the sport.”
Among NFL super fans, 29.3% place sports bets at least weekly, compared with 18.7% of NFL fans overall, with 23.2% of respondents saying the opportunity to earn money from betting is one of the reasons they follow football.
Source: Vividata SCC/Sports 2026
Published October 2026
