Paddy Power, a leading bookmaker from Flutter Entertainment, has secured a one-year partnership with the National Football League (NFL) to become the official sportsbook partner for the 2025-26 season in the UK and Ireland. The agreement, which covers both retail and online sports betting, marks an exciting development in the growing relationship between the NFL and the UK/Ireland sports betting markets. It also introduces a new NFL-themed free-to-play game, “Paddy Power NFL Showdown,” aiming to boost fan engagement in both regions.
NFL’s Historic Dublin Game and Paddy Power’s Role
Under the terms of the agreement, Paddy Power will activate various promotional campaigns across NFL events, including games held in the UK and Ireland. As the NFL’s official free-to-play game partner, Paddy Power will offer fans the opportunity to engage with the game through weekly jackpots and a season-long leaderboard. The game, designed to allow players to predict match outcomes before each game, will be an engaging platform for sports fans to interact with the NFL experience.
The partnership announcement comes just days before the Pittsburgh Steelers and Minnesota Vikings face off at Dublin’s Croke Park on September 28, marking the first-ever NFL regular season game played in Ireland. This historic event provides the perfect backdrop for the partnership, with Paddy Power aiming to enhance the fan experience through in-market activations and events leading up to the game. These include the Paddy Power NFL Fanzone at The Camden, where fans can enjoy live coverage and fan activities from September 26 to 28.
In addition to its partnership in the UK and Ireland, the NFL will also collaborate with Flutter’s US-facing brand, FanDuel, for promotional support. FanDuel, a leading sportsbook and casino brand in North America, will serve as the exclusive advertising sponsor for the game, ensuring high visibility through in-stadium branding and digital activations. This cross-brand collaboration highlights the expanding influence of Flutter Entertainment in both the UK and US markets.
Exciting Opportunities for Fans and Punters
Michelle Spillane, Marketing Director at Paddy Power, expressed the company’s enthusiasm for the collaboration: “We are hugely excited to be coming on board as the NFL’s new sportsbook partner in the UK and Ireland. The 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.”
The partnership reflects a broader trend where sportsbooks are leveraging high-profile sports collaborations to engage fans more deeply. Through its free-to-play game and various fan-focused activations, Paddy Power is poised to capitalize on the growing popularity of the NFL in the UK and Ireland, while providing NFL fans with new and exciting ways to interact with the game.
Henry Hodgson, NFL UK & Ireland General Manager, also shared his excitement in Flutter Entertainment’s press release: “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.”
