While the product on field hasn't been anything to write home about, NFL games in London have been successful. The Jacksonville Jaguars, who have been a staple in recent London matchups, say they get 15 percent of their local revenue a year from international games. Fans in London have sold out stadiums to watch an NFL game. The league would be incompetent if it didn't bring a team to London to exploit this market.
Having a team in the English capital is a slam dunk. Fans in London are hungry for an NFL team. The NFL can only expand so much in the United States before it flatlines. London grows the brand internationally, and gives the league more opportunities to make money. This is a no-brainer—the NFL needs a team in London.
Much like a circus, the draw of an NFL team in London is the novelty. Any show can fill a venue if it's entertaining, and a limited engagement. In this case, the NFL is intriguing much like when Real Madrid or Manchester United roll through the United States every summer. Sure, people like it, but you don't see fans clamoring for an EPL team.
The NFL wants to think their numbers from the London games will scale if it has a team in London, but once the novelty ends, the league will find itself with another team with an empty stadium. Let's not forget what happened to NFL Europe, which officially folded in 2007 from lack of profits and marketable players.
The logistics of having an NFL team at least five hours away from any other NFL team is a nightmare, not worth the trouble. Would the London team have to make 10-hour flights to the West Coast for road games? Would other teams have to make that same trip, and not play to the best of their ability because they are jet lagged?
This is way too much trouble for one team internationally. No London teams, please.