Paddy Power Named Official Sportsbook Partner of the NFL in the UK and Ireland
The deal grants Paddy Power promotional rights across NFL digital platforms as well as activation opportunities at live fixtures in both markets.
Paddy Power has been announced as the official sportsbook partner of the NFL in the UK and Ireland, under a one-year agreement that aligns with the league’s international expansion strategy.
The deal grants Paddy Power promotional rights across NFL digital platforms as well as activation opportunities at live fixtures in both markets. Central to the partnership is the launch of the Paddy Power NFL Showdown, a free-to-play game where fans can predict match outcomes through quick-fire questions. Players will compete for weekly jackpots while tracking their progress on a season-long leaderboard.
The announcement comes ahead of a landmark moment for American football in Ireland: the first-ever regular-season NFL game on Irish soil. On 28 September, the Pittsburgh Steelers will take on the Minnesota Vikings at Dublin’s Croke Park.
In the build-up to the match, Paddy Power will host a series of fan activations, including a Fanzone at The Camden sports bar from 26–28 September for supporters unable to attend the stadium.
Michelle Spillane, Managing Director of Marketing at Paddy Power, said the 2025 season provided the perfect opportunity to expand the brand’s involvement in the sport:
“The growing popularity of the NFL across the UK and Ireland makes this the ideal time to connect with fans. With our new free-to-play game and a series of fun, engaging activations, we’re excited to bring something fresh to supporters this season.”
Henry Hodgson, General Manager of NFL UK & Ireland, added:
“Partnering with Paddy Power is a natural step in our mission to grow the NFL’s presence across the region. Their imaginative approach to creating fan-centric experiences aligns perfectly with our ambition to broaden the league’s appeal locally.”
As part of the agreement, Paddy Power will also benefit from access to official NFL content and footage, extending engagement opportunities across retail, digital, and online betting platforms throughout the season.
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