Paddy Power Named NFL’s Official UK and Ireland Sportsbook Partner for 2025-26 Season

Paddy Power, part of Flutter Entertainment, has been designated the official sportsbook partner for the NFL in the UK and Ireland for the upcoming 2025-26 season. This one-year agreement will allow Paddy Power to incorporate the NFL into its sports betting offerings. Additionally, the company will serve as the official partner for the NFL's free-to-play game in these regions, introducing the new Paddy Power NFL Showdown. This game lets players predict match outcomes through rapid questions, with weekly jackpots available. A season-long leaderboard will further enhance the competition, offering exclusive prizes to top participants. The announcement was made Wednesday, just before the NFL season kicks off with the Philadelphia Eagles facing the Dallas Cowboys. Under this agreement, Paddy Power will also engage in promotional activities via NFL digital platforms and gain access to footage rights. The bookmaker will set up activations at all NFL games in the UK and Ireland, with three contests planned in London and another at Croke Park in Dublin. Michelle Spillane, managing director of marketing at Paddy Power, expressed enthusiasm for the timing of the deal, noting the NFL's growing popularity in the region. "NFL as a sport is reaching new heights across the UK&I 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," Spillane said. She added that Paddy Power looks forward to enhancing the fan experience at the Dublin and London games with various events and activities. The game at Croke Park on September 28, between the Minnesota Vikings and the Pittsburgh Steelers, will be the first-ever NFL regular season game held in Ireland. For fans unable to attend, Paddy Power will sponsor a fanzone at The Camden sports bar in Dublin from September 26-28. NFL UK and Ireland general manager Henry Hodgson commented on the partnership, stating, "We are delighted to partner with Paddy Power as the NFL's official sports betting partner in the UK and Ireland. Their innovative approach to fan engagement and their passion for sports entertainment aligns with our goals as we continue to grow the game across the region."