Paddy Power has confirmed a one-year partnership agreement with the NFL, becoming its official sports betting partner for the 2025-26 season in the UK and Ireland. The agreement covers both retail and online channels, allowing the betting company to further expand its market presence in both regions through the NFL's event influence.
The partnership includes not only sports betting rights but also involves the development of official NFL free games. Paddy Power has launched the Paddy Power NFL Showdown, where players can participate by answering a series of predictive questions before the game starts, with weekly cumulative prizes and a season-long leaderboard to enhance fan interaction.
Under the agreement, Paddy Power will gain promotional resources on NFL digital channels, rights to use event imagery, and opportunities for brand display at game venues in the UK and Ireland. This partnership reflects the industry trend of sports betting companies strengthening fan engagement through major league collaborations.
Paddy Power's Marketing Director Michelle Spillane said: "We are thrilled to be the new partner of the NFL in the UK and Ireland. For this, we have launched a brand new official NFL free game and will further bridge the gap between the brand and fans through various activities and unique Paddy-style experiences at games in Dublin and London."
NFL UK and Ireland General Manager Henry Hodgson added: "We are delighted to partner with Paddy Power to create a more engaging and entertaining NFL experience for local fans."
