Paddy Power brand has been named as the official sportsbook partner of the National Football League (NFL) in the United Kingdom and Ireland.
The one-year agreement for the upcoming season will see Paddy Power promoted across NFL digital channels and in-stadia at the four NFL matches taking place in the UK and Ireland.
The partnership also designates Paddy Power as the official NFL free-to-play game partner in the UK and Ireland.
The collaboration comes ahead of the first ever regular NFL season game to take place in Ireland, when the Pittsburgh Steelers take on the Minnesota Vikings at Dublin’s Croke Park on Sunday 28 September.
“We are hugely excited to be coming on board as the NFL’s new sportsbook partner in the UK and Ireland,” said Paddy Power marketing managing director Michelle Spillane. “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.
“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.”
Henry Hodgson, UK and Ireland general manager for the NFL, commented: “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.”
Shares in Paddy Power parent Flutter Entertainment plc (NYSE:FLUT) closed 1.53 per cent lower at $294.43 per share in New York Wednesday.