Paddy Power won the NFL’s UK and Ireland sportsbook contract. The partnership runs for one year through the 2025-26 season.
Michelle Spillane leads marketing at Paddy Power. She called the agreement “hugely exciting” and promised “the usual Paddy mischief” around games.
Henry Hodgson manages NFL operations across UK and Ireland. He said they were “delighted” to work with Paddy Power.
The Irish bookmaker now has sole sportsbook rights in both countries. No other betting company can claim NFL partnership status there.
Why This Timing Works Perfectly
Dublin’s Croke Park will host an NFL game on September 28. Pittsburgh Steelers play Minnesota Vikings in Ireland’s first regular season match.
Never before has the NFL staged a regular season game on Irish soil. It marks a huge step in the league’s European push.
American football audiences keep expanding across Britain and Ireland. Sportsbooks want partnerships with major US leagues to tap this growth.
Paddy Power gets maximum exposure during this landmark weekend.
What The Deal Actually Includes
The partnership gives Paddy Power access to NFL digital channels for promotions. They can also run branded events at games in both countries.
NFL footage becomes available for their marketing campaigns. They also get to run the league’s free-to-play game.
“Paddy Power NFL Showdown” lets players predict match results through questions. Weekly jackpots reward the best performers.
A season leaderboard tracks scores across all games. Players compete without risking real money on bets.
How The Dublin Game Gets Special Treatment
The Camden becomes Paddy Power’s NFL base from September 26-28. Their fan zone serves people who couldn’t get stadium tickets.
Live game broadcasts will run there alongside other activities. Spillane mentioned special activations beyond just watching the match.
This gives Paddy Power a physical presence during Ireland’s first NFL weekend.
The deal opens direct marketing routes to NFL’s expanding European fanbase. That’s prime customer territory for any betting operator.
Sports partnership competition keeps heating up. American leagues bring audiences that European bookmakers desperately want.
Paddy Power beat other UK companies to this deal. They’re wagering that NFL interest will keep climbing in their home markets.
The free-to-play element might hook casual fans who wouldn’t normally bet on American sports. It’s a clever way to build their database.
