Flutter Entertainment has announced that its UK and Irish brand Paddy Power has been appointed as the Official Sportsbook Partner of the National Football League (NFL) for the coming season. The one-year agreement covers retail and online betting activation across both markets.
The deal also designates Paddy Power as the NFL’s official free-to-play game partner in the region, coinciding with the launch of “Paddy Power NFL Showdown.” Rights under the agreement include promotional activity across NFL digital channels, in-market activations at UK and Irish fixtures, and access to official footage.
The announcement comes ahead of the Pittsburgh Steelers’ fixture against the Minnesota Vikings at Dublin’s Croke Park on 28 September, the first regular season NFL game to be staged in Ireland. In addition to the free-to-play arrangement with Paddy Power, the NFL will collaborate with Flutter and its US-facing FanDuel brand on activations around the event, with FanDuel serving as exclusive advertising sponsor and securing in-stadium visibility.
On the partnership announcement, MD Marketing Paddy Power, Michelle Spillane, said: “We are hugely excited to be coming on board as the NFL’s new sportsbook partner in the UK and Ireland. NFL as a sport is reaching new heights across the UKI, and with the first ever game taking place in Ireland at the end of the month, there felt like no better time to come on board.
To celebrate, we’re launching our new official NFL free-to-play game to entertain punters every week, and we can’t wait to enhance the fan experience around the Dublin and London games with events, activations, and the usual Paddy mischief.”
“We are delighted to partner with Paddy Power as the NFL’s official sports betting partner in the UK and Ireland,” said NFL UK & Ireland General Manager Henry Hodgson. “Their innovative approach to fan engagement and their passion for sports entertainment align perfectly with our goals as we continue to grow the game across the region.”
