Flutter Entertainment announced on Wednesday that it reached a deal for its sportsbook, Paddy Power, to become the Official Sportsbook Partner of the NFL within the U.K. and Ireland.
The one-year deal will give Paddy Power more opportunities with its NFL betting markets and will create a free-to-play NFL-themed game called “Paddy Power NFL Showdown.”
Key Takeaways
- The NFL’s first regular-season game in Ireland will be played in Week 4
- Paddy Power will host a fan experience and promote its brand at the game
- Flutter-owned FanDuel will also help promote the Ireland game
The NFL has been focused on growing its global profile with games this season being played in Brazil, England, Germany, Ireland and Spain.
The deal will grant Paddy Power the power to host promotional campaigns across the U.K. and Ireland, including the international games. Those include:
- Sunday, Sept. 28 (Dublin - Croke Park): Minnesota Vikings vs. Pittsburgh Steelers
- Sunday, Oct. 5 (London - Tottenham Hotspur Stadium): Minnesota Vikings vs. Cleveland Browns
- Sunday, Oct. 12 (London - Tottenham Hotspur Stadium): Denver Broncos vs. New York Jets
- Sunday, Oct. 19 (London - Wembley Stadium): Los Angeles Rams vs. Jacksonville Jaguars
Paddy Power will also offer weekly jackpots and a season-long leaderboard for its free-to-play NFL gamers. Customers just need to predict the outcomes of games before they kick off to participate.
“We are hugely excited to be coming on board as the NFL’s new sportsbook partner in the U.K. and Ireland,” said Paddy Power Marketing Director Michelle Spillane. “NFL as a sport is reaching new heights across the UKI, 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.”
Upcoming plans in Ireland
The upcoming battle at Croke Park will be the first regular-season game played in Ireland in NFL history.
The league’s only previous venture on Irish soil occurred in 1997, when the Steelers and Chicago Bears played at Croke Park in a preseason matchup.
FanDuel, which is also owned by Flutter Entertainment, will collaborate with the NFL to help promote the end-of-month showdown in Dublin. The North American sports betting giant’s logo will be shown on LED boards surrounding the field to reach U.S. viewers, though Paddy Power will also be prominently featured.
“We are delighted to partner with Paddy Power as the NFL’s official sports betting partner in the U.K. and Ireland,” said NFL U.K. & Ireland General Manager Henry Hodgson. “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.”
International expansion continues
To help promote the Vikings-Steelers matchup, Paddy Power will support NFL Fanzone at The Camden, a popular sports bar and venue in Dublin. Fans and guests will be treated to live coverage and activities from Friday, Sept. 26, through Sunday, Sept. 28.
The NFL is the most popular league for American sports bettors. While it doesn’t have quite the same appeal across the pond, the league’s International Series has grown its popularity and visibility for foreign audiences.
As part of the expansion, the league announced it will play its first game in Australia at the Melbourne Cricket Ground in 2026. A flight from Los Angeles, the city with an NFL team that is closest to Melbourne, is still around 16 hours. The Rams have been confirmed as the designated home team for that game.
