Paddy Power named NFL sportsbook partner for UK and Ireland
Agreement includes free-to-play game and activations around upcoming fixtures.
Key points:
– Paddy Power has entered a one-year agreement with the NFL as its Official Sportsbook Partner in the UK and Ireland
– The bookmaker has launched a free-to-play game, Paddy Power NFL Showdown
Paddy Power has been confirmed as the Official Sportsbook Partner of the NFL in the UK and Ireland for the 2025–26 season. The partnership, which runs for one year, allows the bookmaker to activate around retail and online sports betting in both markets.
As part of the agreement, Paddy Power will also serve as the official NFL free-to-play game partner in the region. The game, titled Paddy Power NFL Showdown, enables users to predict match outcomes through a series of questions before kick-off with weekly jackpots and a season-long leaderboard.
The partnership includes promotional rights across NFL digital channels, branded activations at games in the UK and Ireland and access to NFL footage. This partnership reflects the broader trend of sportsbooks using high-profile collaborations for fan engagement.
The announcement precedes the NFL’s first regular season fixture in Ireland, scheduled for Sunday 28 September at Croke Park in Dublin. The match will feature the Pittsburgh Steelers and the Minnesota Vikings
Those without tickets can attend the Paddy Power NFL Fanzone at The Camden from 26 to 28 September, where live coverage and fan activities will be available.
Good to know: The NFL’s match at Croke Park marks the first time a regular season game will be held in Ireland
Michelle Spillane, Paddy Power Marketing MD, stated: “We are hugely excited to be coming on board as the NFL’s new sportsbook partner in the UK and Ireland.
“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.”
Henry Hodgson, NFL UK & Ireland General Manager, added: “We are delighted to partner with Paddy Power as the NFL’s official sports betting partner in the UK and Ireland.”
Gambling Insider delivers the latest industry news, in-depth features, and operator reviews that you can trust. Our team combines rigorous editorial standards with decades of specialized expertise to ensure accuracy and fairness. We are committed to delivering clear, impartial, and dependable coverage across the global gambling sector.
