Paddy Power has been confirmed as the official sportsbook partner of the National Football League (NFL) in the UK and Ireland for the upcoming season. 

The one-year deal gives the Flutter Entertainment brand rights to activate across retail and online betting, as well as promotional opportunities through NFL digital channels and live game experiences.

The sport has cultivated a dedicated following in the UK, with more than 13 million fans and approximately four million ‘avid’ supporters, according to new research. In 2024, Super Bowl LVIII attracted 3.4 million viewers in the UK, marking a 47% increase from the previous year.

Michelle Spillane, MD Marketing at Paddy Power, 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.”

NFL showdown and fan activations

As mentioned, central to the partnership is the new Paddy Power NFL Showdown which is a free-to-play game allowing fans to predict NFL match results through quick-fire questions before kick-off. The bookmaker detailed that players compete for weekly jackpots and a season-long leaderboard with the chance to win prizes. 

The deal also includes in-stadium activations at NFL fixtures in the UK and Ireland, culminating with the first-ever regular season NFL game in Ireland at Dublin’s Croke Park on 28 September where the Pittsburgh Steelers will play the Minnesota Vikings. 

For those without tickets, the operator assured that its NFL Fanzone will run at The Camden in Dublin from 26-28 September.

NFL UK & Ireland General Manager Henry Hodgson added: “We are delighted to partner with Paddy Power as the NFL’s official sports betting partner in the UK and Ireland. 

“Their innovative approach to fan engagement and their passion for sports entertainment aligns with our goals as we continue to grow the game across the region.”

Expanding American sports engagement

Paddy Power continues to make American football feel more accessible to fans in the UK and Ireland. Back in 2019, it rolled out its first NFL Daily Fantasy Sports game. Since then, the bookmaker hasn’t been shy about getting creative.

Paddy Power has run campaigns around the Super Bowl and other major NFL moments, often with challenges or boosted odds. On top of that, it has built out a full slate of NFL betting markets.

In 2018, the National Basketball Association (NBA) and FanDuel – then a newly acquired asset of Paddy Power Betfair prior to its rebranding as Flutter Entertainment – also expanded their existing partnership to include US sports betting, with FanDuel having previously been the fantasy sports partner of the NBA.

Outside of America, the operator’s links to major sporting events are extremely strong. The company sponsors the Paddy Power World Darts Championship, the Gold Cup at Cheltenham and the Future Champions Novice Hurdle, to name a few.

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