With the news that Ireland is set to host its first regular season game from the NFL, Paddy Power have jumped at the opportunity to become the league official sportsbook partner of the UK and Ireland for the 2025-26 season.
The deal details are a one year partnership agreement with the Flutter Entertainment Groups Paddy Power. The company will launch a game called NFL Showdown where fans can predict results, win weekly prizes and compete on a season long leaderboard which will be a free to play game. What the deal also covers is advertising on NFL digital channel, footage rights as well as brand activations at all the UK and Ireland fixtures.
There will be three NFL regular season games played in London this season. The first fixture to be played in Ireland will be on the 28th September at Croke Park with the Minnesota Vikings taking on the Pittsburgh Steelers. For NFL fans that don’t have tickets the betting company will run a fanzone at the Camden sports bar 26-28th September.
The marketing director of Paddy Power Michelle Spillane said the timing or the deal was perfect:
“With the first ever NFL game in Ireland, there felt like no better time to come on board. We can’t wait to enhance the fan experience with events, activations, and the usual Paddy mischief.”
The spokesmen for NFL UK & Ireland general manager Henry Hodgson added:
“Paddy Power’s passion for sports entertainment aligns with our goal of growing the game across the region.”