Flutter’s Paddy Power Announced as Official NFL Sportsbook Partner in UK and Ireland

Flutter Entertainment’s UK and Irish brand, Paddy Power, has been announced as the Official Sportsbook Partner of the National Football League (NFL) for the 2025/26 season in the UK and Ireland.

The one-year agreement provides Paddy Power with category exclusivity to activate around both retail and online sports betting, while also becoming the NFL’s official free-to-play game partner in the market. The newly launched ‘Paddy Power NFL Showdown’ is central to the activation, designed to engage fans throughout the season and drive digital interaction.

New Opportunities for Brand Visibility

The deal grants Paddy Power promotional opportunities across NFL digital channels, brand visibility at all UK and Irish fixtures, and access to exclusive NFL footage rights. Branded activations will feature at the London and Dublin games, aligning Paddy Power’s trademark entertainment-driven approach with the NFL’s growing European presence.

Noting how the timing was a strategic play from both organisations, Paddy Power’s MD of Marketing, Michelle Spillane, said: “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.”

“We’re launching our new free-to-play game to entertain punters every week, and can’t wait to enhance the fan experience around the Dublin and London games with events, activations, and the usual Paddy mischief,” Spillane said.

NFL UK & Ireland General Manager, Henry Hodgson, added: “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.”

Strategically Timed Partnership

The partnership is strategically timed ahead of the Pittsburgh Steelers’ clash with the Minnesota Vikings at Croke Park on September 28, the first-ever NFL regular-season game to be hosted in Ireland. The fixture marks a major milestone for the league’s International Series, with both Flutter and its U.S. sportsbook brand FanDuel set to play a prominent role.

FanDuel will act as the exclusive advertising sponsor of the Croke Park game, with LED board visibility designed to resonate with U.S. audiences tuning in, extending the commercial reach of the activation.

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