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The NFL is heading into new territory this season, and Paddy Power will be right alongside it. Flutter’s leading UK and Irish brand has been named the Official Sportsbook Partner of the National Football League in both markets. The deal, which runs for one year, gives Paddy Power the chance to engage fans online and in retail, while also rolling out a free-to-play game tied directly to NFL action.
Good to Know
Michelle Spillane, MD of Marketing at Paddy Power, called the timing perfect:
“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.”
The agreement covers much more than logo placement. Paddy Power gets promotional rights across NFL digital channels, activations at UK and Irish games, and use of official footage. The new free-to-play “NFL Showdown” is also a key part of the strategy, designed to keep fans engaged beyond the stadium.
Henry Hodgson, General Manager for NFL UK & Ireland, praised the tie-up:
“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 align perfectly with our goals as we continue to grow the game across the region.”
The timing coincides with a milestone moment. On September 28, the Pittsburgh Steelers will face the Minnesota Vikings at Croke Park in Dublin, in what will be the first NFL regular season game ever played on Irish soil. The event is part of the International Series, which continues to grow year after year in London and now in Dublin.
Flutter’s global reach adds another layer. FanDuel, the company’s U.S. powerhouse brand, will be the exclusive advertising sponsor of the Dublin match. Its sportsbook branding will appear on LED boards during the game, ensuring visibility both for fans inside the stadium and for millions watching across the United States.