Seahawks' Canadian Fan Base Expands Despite Geopolitical Challenges
In a surprising trend, the Seattle Seahawks have witnessed a notable increase in Canadian season ticket holders, even as political tensions have led many British Columbians to reduce cross-border travel. According to Seahawks director Isabelle Van Coevorden, the team now boasts over 4,000 season-ticket holders from Canada, with the majority hailing from British Columbia. This marks a rise from approximately 3,500 last season, defying a broader 40 percent drop in vehicle crossings from B.C. to the U.S. between January and November 2025.
Fans Prioritize Football Connections Over Border Concerns
Despite the frosty relations between Canada and the U.S., dedicated fans like Surrey's Fred Gunn and Tsawwassen's Ryan Strachan have maintained their loyalty. Gunn, a season ticket holder since 2001, recently won a Super Bowl ticket lottery, expressing euphoria at attending his fifth Super Bowl. Strachan, who has held tickets since 2004, emphasized the deep friendships forged over years of game attendance, stating that these connections transcend football and justify the continued trips south.
Van Coevorden noted that the Seahawks proactively adapted their strategy, creating experiences in Canada to accommodate fans uncomfortable with border crossings. "Sports does bring people together," she said, highlighting the team's efforts to ensure Canadian fans feel welcome in Seattle.
NFL's Polished Product Outshines Local Hockey
Richmond's Trent Gustafson, a 19-year season ticket holder, praised the Seahawks' entertainment value, describing it as a "polished product" with superior presentation compared to other sports. He contrasted this with the Vancouver Canucks, whose brand has struggled this season, leading fans to question the value of local hockey games. Gunn echoed this sentiment, citing the NFL's quality entertainment and better bang for the buck.
The Seahawks have bolstered their presence in B.C. through initiatives like the 12 North Bar Alliance, watch parties, and flag football camps. Partnering with Vancouver-based Blackfin Sports Group, the team aims to deepen its Canadian market share, especially as the Canucks face challenges.
NFL's Strategic Advantages and Fan Engagement
The NFL's dominance in sports entertainment is evident, with Forbes listing 30 NFL teams among the world's 50 most valuable. Key factors include the once-a-week game schedule, making it more accessible than the NHL's 41 home games, and the social aspect of tailgating. The Seahawks' "12s" branding, retiring the No. 12 jersey to honor fans, has created a powerful sense of community, with head coach Mike Macdonald recently crediting the fan base after the NFC title win.
Tom Mayenknecht of The Sport Market Show praised the Seahawks' branding as a "master class," while B.C. Lions play-by-play man Bob Marjanovich highlighted the NFL's efforts to connect with diverse demographics. Anecdotal evidence, such as Gustafson's social media engagement and neighborhood Seahawks gear sightings, underscores the growing fan enthusiasm in B.C.
As the Seahawks prepare for Super Bowl LX against the New England Patriots, their Canadian fan base appears poised for further growth, leveraging the NFL's appeal and the team's dedicated outreach efforts.
