Flutter Gears up for NFL Season with Tailored Strategies and New Bet Protect Feature

Flutter Entertainment has outlined how its global portfolio of operators – including FanDuel in the US, Sportsbet in Australia, and Paddy Power and Sky Betting & Gaming in the UK and Ireland – is preparing for the return of the NFL, highlighting both international expansion and product innovation.

In the US, FanDuel continues to lead the charge as the NFL’s official sportsbook partner. The brand has seen rising engagement since the roll-out of regulated betting and is doubling down on marketing and product development ahead of the 2025 season. Its platform will once again integrate with live NFL broadcasts, alongside in-app promotions around marquee fixtures.

Spencer Diaz, FanDuel’s senior trader for American football in New Jersey, said:

“We can now price the correlations between player and team futures properly… [This] gives customers the freedom to build the season exactly how they see it playing out.”

FanDuel has also launched Bet Protect, a safeguard for player prop bets impacted by early-game injuries. Under the initiative, customers who place straight wagers on NFL player props will receive Bonus Bets back if their chosen player is forced off during the first quarter. The protection also extends to parlays and Same Game Parlays, where affected selections are recalculated at adjusted odds. FanDuel confirmed that Bonus Bets will be credited within 24 hours of the fixture.

In other markets, Flutter’s regional brands are tailoring their approach to reflect local appetite for American football. In Australia, Sportsbet has expanded its NFL coverage with bespoke markets and content designed to connect with fans who are less familiar with the sport. Meanwhile, in the UK and Ireland, Paddy Power and Sky Betting & Gaming are capitalising on the NFL’s rising visibility, particularly through the London Games and the league’s first-ever regular-season match in Dublin on 28 September.

The NFL’s growing international presence underpins Flutter’s strategy. Germany, which hosted its first regular-season game in 2022, will stage another in Berlin this November, while Spain is set to host for the first time this season. Flutter said the league represents “a unique opportunity” to deliver consistent global brand messaging while adapting products to regional betting habits.

By leveraging the NFL’s scale and cross-market appeal, the operator sees scope to combine innovation in betting markets with enhanced fan engagement tools, using American football as a unifying sport across multiple jurisdictions.

Related News: Paddy Power Named Official Sportsbook Partner of the NFL in the UK and Ireland