Flutter Entertainment’s Paddy Power has been named the official sportsbook partner of the National Football League for the 2025-26 season.
Paddy Power aims to utilise the one-year agreement to leverage the NFL within its sport betting portfolio.
The Irish bookmaker also becomes the official NFL free-to-play game partner in the UK and Ireland, launching its new game Paddy Power NFL Showdown.
Paddy Power NFL Showdown will give customers the opportunity to predict match results through a number of quick-fire questions, with weekly jackpots on offer. Players will also enter a season-long leaderboard to win even more exclusive prizes.
The deal was announced on Wednesday, with the NFL season set to get underway Thursday when the reigning champions, the Philadelphia Eagles, host the Dallas Cowboys.
The agreement will also include promotional activity for Paddy Power across NFL digital channels, as well as access to footage rights.
Additionally, there will be Paddy Power activations at all UK and Ireland games, with three contests to be played in London this season and another at Croke Park in Dublin.
With the NFL’s popularity rapidly increasing in the UK and Ireland, Paddy Power’s managing director of marketing, Michelle Spillane, feels this is the right time for such a deal.
“NFL as a sport is reaching new heights across the UK&I 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,” Spillane said.
“We can’t wait to enhance the fan experience around the Dublin and London games with events, activations and the usual Paddy mischief.”
Paddy Power fanzone for first NFL game in Ireland
The game at Croke Park between the Minnesota Vikings and the Pittsburgh Steelers on 28 September will mark the first NFL regular season game ever held in Ireland.
For those unable to get tickets for the game, Paddy Power will sponsor a fanzone at The Camden, a sports bar in Dublin, between 26 and 28 September.
Henry Hodgson, the NFL’s UK and Ireland general manager, said: “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 aligns with our goals as we continue to grow the game across the region.”
With Ireland set to host an NFL regular season game for the first time, Paddy Power has struck a deal to become the league’s official UK and Ireland sportsbook partner.