Contract renewal

888sport and NFL extend UK and Ireland sports betting partnership until 2025

Reading time 1:53 min

888sport announced it has renewed its regional agreement in the UK and Ireland with the US National Football League (NFL), in a contract extension that will see 888Holdings continue as the NFL's sports betting partner in those markets until 2025. 

The company's logo will be visible on the exterior of the Tottenham Hotspur Stadium and Wembley Stadium during the NFL's London fixtures over the next three seasons.

The operator's logo will also be featured at fan zones and on LED advertising boards, alongside a "strong brand presence" on TV and on highlights shows. There will also be a fan engagement element, as 888sport looks to develop content for players as the exclusive presenter brand of the NFL's apps and fantasy products such as Pick'em, the Super Bowl Challenge and Draft Predictor. 

888sport will use social media to broadcast video content filmed in partnership with the NFL and offer exclusive prizes such as Super Bowl event tickets and official merchandise to fans via its channels. 

888Sports' VP - Head of Sport, Kieran Spellman, spoke about this renovated alliance and said: “We are really delighted to be the official sports betting partner of the NFL and playing our part in the continuing growth and success of such an amazing brand and sport in the UK & Ireland. Our partnership will bring 888sport closer to the heart of live sport and continue to inspire us to create great content-rich and entertaining experiences for our customers. We are really looking forward to continuing our work with the NFL and cannot wait for the start of the new season.”

Michelle Webb, NFL UK Senior Director of Commercial, added: “We are very pleased to be continuing and expanding our partnership with 888sport. We look forward to working with them on innovative ways to create touchpoints that will resonate with our fans and help us to reach a broadening audience.”

The agreement follows on from the brand’s recent deal with German Bundesliga club RB Leipzig, which will be in place until at least next year.

Although the firm first partnered with the NFL in 2020, it began to explore the business potential of American football earlier, having come to an agreement with the New York Jets

Pedro Barreda, Director of International Marketing and Head of Sponsorships at 888sport, concluded: “This partnership is another great step forward for 888sport, in strengthening our presence across our core markets of the UK and Ireland and making us the NFL’s official betting partner for many years to come".

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