Flutter Entertainment’s flagship brand, Paddy Power, has announced a landmark agreement with the National Football League (NFL), becoming the official sportsbook partner for the UK and Ireland during the 2025-26 season. The announcement comes at a pivotal time, as Ireland prepares to host its first-ever NFL regular season game on September 28, when the Minnesota Vikings face the Pittsburgh Steelers at Dublin’s Croke Park.
As part of the deal, Paddy Power will also act as the NFL’s official free-to-play game partner in the region, launching Paddy Power NFL Showdown. The new interactive game invites fans to predict match outcomes through quick-fire questions, with the chance to win weekly jackpots and compete on a season-long leaderboard for exclusive prizes.
The partnership also includes extensive promotional activity, with Paddy Power securing rights across NFL digital channels, access to official footage, and brand activations at all UK and Ireland fixtures. With three NFL games scheduled in London and one in Dublin, fans will experience enhanced engagement opportunities both inside and outside the stadiums. For those unable to secure tickets, Paddy Power is hosting a dedicated fan zone at The Camden sports bar in Dublin, ensuring fans can still take part in the historic occasion.
Commenting on the collaboration, Michelle Spillane, Paddy Power’s MD of Marketing, highlighted the significance of the timing, noting that NFL’s rapid growth in the region made this partnership a natural fit. NFL UK & Ireland General Manager Henry Hodgson echoed this sentiment, emphasising the alignment between the league’s fan engagement goals and Paddy Power’s innovative brand approach.
The agreement reinforces Paddy Power’s position as a leader in sports betting while supporting the NFL’s mission to expand its European footprint, making the 2025-26 season a landmark chapter for both organisations.
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