Last week, the San Francisco Giants played the Denver Broncos at Wembley Stadium in London. It was the fourth attempt at the “NFL goes to Europe” campaign, which is a plan to increase American football’s popularity across the pond. Much like other attempts, this one wasn’t much of a success.

The 49ers beat the Broncos 24-14, but it was a poorly played game. In my opinion, if the NFL wants to showcase American football to an entirely new and lucrative demographic, they shouldn’t do it with the 49ers and Broncos. There are better franchises to choose from. Currently, there are no more NFL games scheduled at Wembley in the future.

NFL UK managing director Alistair Kirkwood said a return to London will be decided after the collective bargaining agreement is signed. That could pave the way for a potential International Series. However, American football doesn’t seem to be catching on in Europe. Why take interest in a sport you didn’t grow up on and likely never played?

To locals, it’s like a carnival passing through town. But it does draw onlookers. The Broncos practiced at the 165-year-old cricket shrine, The Oval, which also held the first FA Cup Final in 1872 and first international football match between England and Scotland in 1870. American football simply doesn’t fit into the lifestyle. The pigskin sport actually peaked in the 1980s in the UK with Sunday night highlight shows.

One could argue that soccer is conquering America faster than American football is conquering Europe. Major League Soccer (MLS) attendance increased 4% this season and college soccer attendance is spiking as well, while the NFL can’t schedule more than one game per season abroad. Put simply, these sports could cross over, but it definitely won’t happen anytime soon.