Paddy Power Teams Up with the NFL in the UK and Ireland

International operator Flutter Entertainment announced that its UKI-facing brand, Paddy Power, has been selected as the National Football League’s (NFL) Official Sportsbook Partner. This agreement comes just in time for the new NFL season, which is set to kick off on September 4.

The Deal Comes Ahead of the Regular Season and the Croke Park Game

In its official announcement, Flutter said that the agreement will provide Paddy Power with the opportunity to unleash new NFL betting experiences for both retail and online sports betting enthusiasts in the United Kingdom and Ireland.

In addition to that, the partnership will position the betting brand as the free-to-play game partner of the NFL in the UKI region. This partnership will see the operator dazzle its local fans with the newly launched Paddy Power NFL Showdown game.

The partnership also allows Paddy Power to leverage NFL branding across its platforms, offer special activations at all NFL games in the UK and Ireland, and access NFL footage rights to bring UKI fans closer to the sport.

Flutter noted that the agreement with the NFL comes a few weeks prior to the clash between the Pittsburgh Steelers and Minnesota Vikings, which is set to take place at Dublin’s Croke Park on September 28. It will notably be the first regular-season NFL game to take place in Ireland, the operator emphasized.

In addition to the partnership with Paddy Power, the NFL has also agreed to team up with Flutter and its FanDuel brand in North America. As a result, FanDuel will act as the exclusive advertising sponsor of the Croke Park game.

Executives Are Looking Forward to Popularizing the Sport in the UKI

Michelle Spillane, Paddy Power’s managing director of marketing, expressed huge excitement about the new tie-up with the NFL. Spillane said that football has been growing in popularity in the UK and Ireland and noted that fans are incredibly excited about the upcoming September 28 game in Ireland.

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.

Michelle Spillane, MD of marketing, Paddy Power

Henry Hodgson, the NFL’s general manager for the UK and Ireland, was likewise pleased about the opportunity to promote the sport in the UKI region. He said that Paddy Power’s exceptional passion for sports echoed the NFL’s ethos.

Their [Paddy Power’s] 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.

Henry Hogson, GM for UK & Ireland, NFL

Flutter, which has a rich heritage and history in Ireland, concluded that it is bullish on the agreement and looking forward to the game in Croke Park.