888sport has become the National Football League’s (NFL) official sports betting partner in the UK after signing a sponsorship deal with the league.

The partnership, which has been called the first between the NFL and a sports betting operator in the UK and Ireland, will also see 888sport become the official sports betting partner of the Super Bowl, and the NFL games that will take place in London during the 2021/22 season.

In addition, the deal features broadcast sponsorship of the playoffs, Super Bowl and Sunday and Monday Night Football, which will be aired on Sky Sports’ new NFL channel.

888 SVP, head of B2C, Guy Cohen said: “This is the start of an exciting chapter for 888sport. We pride ourselves on being at the forefront of live sporting experiences and we’re delighted to partner with an internationally adored brand such as the NFL.”

The deal sees 888 extend its NFL presence, expanding on the group’s sponsorship of the New York Jets. It also capitalises on the growing popularity of the sport in the UK, which has now staged 28 games in London.

The new NFL season begins tonight on 10 September, with defending champions Kansas City Chiefs, hosting the Houston Texans.