Paddy Power named Official Partner of NFL Sportsbook in the United Kingdom and Ireland -

Flutter Entertainment says that its British and Irish brand Paddy Power has signed a year-round agreement to become the official NFL sports partner in the United Kingdom and Ireland.

The agreement means that Paddy Power can promote its brand around the events and content of the NFL in the two countries, in stores and online. It also covers a new free game called Paddy Power NFL Showdown, as well as promotional activity on NFL digital channels. Fans can also expect Paddy power activations during games in London and Dublin, as well as access to official images for customer engagement.

Flutter is proud to associate with @Nfl In the United Kingdom and Ireland for the Dublin 2025 match in Croke Park@paddypower joins as an official NFL sportsbook partner in the United Kingdom and Ireland, launching the new free NFL Formodown game.

@Fanduel will be exclusive advertising … pic.twitter.com/zkkzarutgi

– Flutter Entertainment (@Fluterent) September 3, 2025

Paddy Power and NFL Partnership “ reaching new heights ” through Uki

Michelle Spillane, MD Marketing at Paddy Power, said in a press release: “We are extremely delighted to come on board as a new NFL sports partner in the United Kingdom and Ireland. The NFL as a sport has new heights through Uki, and with the very first game in Ireland at the end of the month, it did not feel better on board.

“To celebrate, we are launching our new official NFL game free to entertain the bettors every week, and we are looking forward to improving the experience of fans around Dublin and London games with events, activations and the usual Paddy mischief.”

Henry Hodgson, Managing Director of NFL UK & Ireland, said: “We are delighted to associate with Paddy Power as an official NFL sports betting partner in the United Kingdom and Ireland. Their innovative approach to fans’ commitment and their passion for sporting entertainment align perfectly with our objectives when we continue to develop the game throughout the region. ”

The partnership comes before the Pittsburgh Steelers match against the Vikings of Minnesota at Croke Park in Dublin on Sunday, September 28, the first NFL match of the regular season to be held in Ireland.

In addition to the Paddy Power agreement, the NFL will also work with the North American brand of Flutter, Fanduel, which will serve as an exclusive advertising sponsor of the Croke Park game. Fanduel Branding will appear on LED boards on the ground, targeting the American public.

Star image: Flutter Entertainment

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