Paddy Power has been confirmed as the official sportsbook partner of the National Football League (NFL) in the U.K. and Ireland for the 2025 season.
The one-year agreement, announced by parent company Flutter Entertainment, grants the bookmaker rights to activate across retail and online sports betting, while also featuring in promotional campaigns through NFL digital platforms and live events.
“We are hugely excited to be coming on board as the NFL’s new sportsbook partner in the U.K. and Ireland. NFL as a sport is reaching new heights across the U.K., 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,” Michelle Spillane, MD Marketing at Paddy Power, said.
“We are delighted to partner with Paddy Power as the NFL’s official sports betting partner in the U.K. 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,” Henry Hodgson, NFL U.K. and Ireland General Manager, shared.
NFL Showdown headlines Paddy Power and NFL UK & Ireland collaboration
Central to the deal is the launch of Paddy Power NFL Showdown, a free-to-play game designed to engage fans with weekly prediction challenges, jackpots, and a season-long leaderboard.
The bookmaker will also roll out branded activations at NFL fixtures in London and Dublin, including the first-ever regular season game in Ireland on Sept. 28, when the Pittsburgh Steelers face the Minnesota Vikings at Croke Park.
For those without tickets, Paddy Power will host an NFL Fanzone at The Camden in Dublin across the game weekend.
“To celebrate, we’re launching our new official NFL free-to-play game to entertain punters every week, and we can’t wait to enhance the fan experience around the Dublin and London games with events, activations, and the usual Paddy mischief,” Spillane said.
The deal builds on Paddy Power and Flutter’s history of embracing U.S. sports. FanDuel, Flutter’s U.S. sportsbook and casino brand, will act as the exclusive advertising sponsor of the Dublin game, while the collaboration highlights Flutter’s Irish heritage at a time when the NFL’s fan base in the U.K. and Ireland is expanding rapidly.
Paddy Power is a prominent Irish gambling operator that provides a wide range of products, including sports betting, online casino, poker, and bingo. The platform also features dedicated esports betting markets covering titles such as League of Legends, Call of Duty, and FIFAe.
