Paddy Power has been announced as the official sportsbook partner of the NFL in the UK and Ireland.
The firm, one of the most popular betting sites in the UK, inked a one-year deal with the American football league which will feature promotional activity across all NFL digital channels and Paddy Power branding at the four games between London and Dublin.
The partnership coincides with the launch of Paddy Power’s NFL Showdown where bettors predict match results through a series of quick-fire questions with all picks locked in before kick-off for a chance to win or share a weekly jackpot and prizes.
The International Games on the British Isles begin on Sunday, September 28 with the Minnesota Vikings taking on the Pittsburgh Steelers at Croke Park in the Irish capital.
In the following three weeks, the Tottenham Hotspur Stadium will host the Vikings against the Cleveland Browns and Denver Broncos vs New York Jets before the LA Rams face the Jacksonville Jaguars at Wembley.
Paddy Power’s managing director of marketing, Michelle Spillane, 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 UK and Ireland, 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.”
NFL Betting In UK And Ireland Expected To Grow Once Again
Last October, Entain’s sports betting apps Ladbrokes and Coral reported a significant rise in NFL betting activity in the UK and Ireland.
The number of Brits and Irish betting on American football has risen by 65% year-on-year. It is now the third most popular sport to bet on in the region behind only soccer and horse racing, up from tenth spot in 2019.
Broadcaster Sky Sports recently announced a new three-year deal with the NFL and more games than ever will be shown on TV screens in the UK and Ireland.
Joe Lyons is a betting industry writer for GamblingIndustryNews with years of experience on reputable gambling websites. Joe specialises in long form content in the world of sports betting and gambling. Joe is recognised as an expert in sports fields such as horse racing, soccer, NFL and NBA.
