888sport has provided another boost to its sports marketing in the UK and Ireland, renewing its regional agreement with the National Football League (NFL).

The contract extension will see 888Holdings wagering brand continue as the NFL’s sports betting partner in the UK and Irish markets until 2025, with the arrangement having been in place for the past two seasons.

This will see the 888sport logo visible on the exterior of the Tottenham Hotspur Stadium and Wembley Stadium during the NFL’s London fixtures over the next three years. 

Kieran Spellman, 888Sport’s VP – Head of Sport, said: “We are really delighted to be the official sports betting partner of the NFL and playing our part in the continuing growth and success of such an amazing brand and sport in the UK & Ireland. 

“Our partnership will bring 888sport closer to the heart of live sport and continue to inspire us to create great content-rich and entertaining experiences for our customers. 

“We are really looking forward to continuing our work with the NFL and cannot wait for the start of the new season.”

Additionally, the operator’s logo will also be featured at fan zones and on LED advertising boards during the NFL London fixtures themselves, alongside a ‘strong brand presence’ on TV and highlights shows. 

There will also be a fan engagement element, as 888sport looks to develop content for players as the exclusive presenter brand of the NFL’s apps and fantasy products such as Pick’em, the Super Bowl Challenge and Draft Predictor.

Lastly, 888sport will utilise social media to broadcast video content filmed in partnership with the NFL and offer exclusive prizes such as Super Bowl event tickets and official merchandise to fans via its channels. 

Michelle Webb, NFL UK Senior Director of Commercial , commented: “We are very pleased to be continuing and expanding our partnership with 888sport. We look forward to working with them on innovative ways to create touchpoints that will resonate with our fans and help us to reach a broadening audience.”

The agreement marks 888’s second major sports partnership of 2022, following on from the brand’s deal with German Bundesliga club RB Leipzig, which will be in place until at least next year.

An additional marketing push by 888Holdings has seen it launch the ‘Made to Play’ advertising campaign, described by the company as a ‘global master campaign’ which ‘unites the 888casino, 888sport and 888poker brands under a single brand position’.

Although the firm first partnered with the NFL in 2020, it began to explore the business potential of American football earlier, having come to an agreement with the New York Jets. 

“This partnership is another great step forward for 888sport, in strengthening our presence across our core markets of the UK and Ireland and making us the NFL’s official betting partner for many years to come,” concluded Pedro Barreda, Director International Marketing and Head of Sponsorships, 888sport.