Paddy Power named NFL’s official UK and Ireland sportsbook partner for the 2025-26 season
Summary
Flutter Entertainment’s Paddy Power has been named the National Football League’s official sportsbook partner for the UK and Ireland for the 2025-26 season. The one-year deal covers sportsbook rights and sees Paddy Power become the NFL’s official free-to-play game partner in those markets with the launch of the Paddy Power NFL Showdown.
The agreement includes promotional activity across NFL digital channels, access to footage rights and on-site activations at UK and Ireland fixtures — notably the first ever NFL regular season game in Ireland at Croke Park on 28 September. Paddy Power will also run a fanzone at The Camden in Dublin for those unable to attend the game.
Key Points
- One-year official sportsbook partnership between Paddy Power and the NFL for the UK & Ireland (2025-26 season).
- Paddy Power becomes the NFL’s official free-to-play game partner in the UK & Ireland, launching Paddy Power NFL Showdown.
- Paddy Power NFL Showdown lets customers answer quick-fire questions with weekly jackpots and a season-long leaderboard for prizes.
- Deal includes promotional activity across NFL digital channels and access to footage rights for marketing and engagement.
- On-ground activations planned at UK & Ireland games: three London contests and the historic regular-season fixture at Croke Park, Dublin.
- Paddy Power will sponsor a Dublin fanzone at The Camden from 26–28 September for fans without match tickets.
- The partnership comes as NFL popularity grows in the region; the first Ireland regular-season game marks a milestone for the league’s expansion.
Context and relevance
This deal is significant for the sports-betting and sports-marketing sectors. The NFL’s expanding footprint in the UK & Ireland offers bookmakers new customer-acquisition opportunities and high-visibility activation moments. For rights-holders and operators, the package — footage access, digital promotion and on-site fan experiences — is valuable for driving engagement, product usage and brand salience during a period of rising NFL interest.
Operators, affiliates and sports marketers should note the emphasis on free-to-play mechanics and live activations as ways to convert casual viewers into engaged customers without relying solely on wagering sign-ups. The tie-in also underscores the growing commercial appeal of hosting regular-season NFL fixtures outside the US.
Why should I read this?
Quick and blunt: if you work in betting, sports rights, sponsorship or fan engagement, this matters. Paddy Power just scored prime NFL visibility in two key European markets right as the league launches its first-ever regular-season game in Ireland. It’s a neat combo of marketing, product (the Showdown) and on-the-ground activations — the kind of move that can shift market share and create headline moments. We’ve cut through the press release so you don’t have to.
Source
Source: https://igamingbusiness.com/sports-betting/paddy-power-nfl-sportsbook-partner-uk-ireland/
