Paddy Power Named NFL’s UK & Ireland Betting Partner Ahead of Historic Dublin Game
Paddy Power, the UK and Ireland-focused brand of Flutter Entertainment, has become the new official sportsbook partner of the National Football League (NFL) in the United Kingdom and Ireland. The partnership will focus heavily on fan engagement, with a new free-to-play game at the center of the collaboration, and will see Paddy Power’s parent company, Flutter, leverage the event for its U.S. brand, FanDuel.
A Focus on Fan Engagement and Free-to-Play
A central component of the new partnership is the launch of an official, free-to-play NFL game called “Paddy Power NFL Showdown.” This initiative is designed to engage fans and build a connection with the Paddy Power brand in a way that goes beyond traditional betting.
In addition to the free-to-play game, the partnership grants Paddy Power the right to use NFL branding in its sports betting marketing, run promotions across the league’s digital channels, and create on-site activations at the NFL’s games in London and Dublin. The company will also gain access to footage rights to enhance its content offerings.
A Perfectly Timed Partnership
The announcement is strategically timed, coming just weeks before the Pittsburgh Steelers and Minnesota Vikings are set to play in Dublin on September 28, marking the first time an NFL regular season game will be held on Irish soil.
“NFL as a sport is reaching new heights across the UKI, 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,” said Michelle Spillane, MD of Marketing at Paddy Power. “We can’t wait to enhance the fan experience around the Dublin and London games with events, activations, and the usual Paddy mischief.”
A Broader Strategic Play for Flutter
The partnership is not just a UK and Ireland-focused initiative; it is part of a broader, global strategy for Paddy Power’s parent company, Flutter Entertainment. The company is using the historic Dublin game as a major marketing opportunity for both its international and U.S. operations.
FanDuel, Flutter’s market-leading U.S. brand, will be the exclusive advertising sponsor for the U.S. broadcast of the Dublin game. This will place FanDuel’s branding on the LED boards around the field, providing high-profile visibility to the American audience watching from home.
For the NFL, the partnership is a key part of its ongoing effort to grow its international footprint and deepen its connection with fans in the UK and Ireland. The league sees Paddy Power’s brand and approach as a strong fit for its goals.
“We are delighted to partner with Paddy Power as the NFL’s official sports betting partner in the UK and Ireland,” said Henry Hodgson, NFL UK & Ireland General Manager. “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.”
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