Flutter’s Paddy Power secures NFL sportsbook partnership in UK and Ireland

Flutter’s Paddy Power has been named the official sportsbook partner of the NFL in the United Kingdom and Ireland for the 2025 season.

The one-year agreement gives Paddy Power exclusive rights to activate across retail and online betting channels, while also becoming the NFL’s official free-to-play game partner in the region. The bookmaker has launched Paddy Power NFL Showdown, designed to engage fans throughout the season.

Partnership benefits include promotional activity across NFL digital platforms, Paddy Power-branded activations at all UK and Irish games, and access to official NFL footage rights.

Michelle Spillane, Managing Director of Marketing at Paddy Power, described the tie-up as perfectly timed. “NFL as a sport is reaching new heights across the UKI, 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.”

Henry Hodgson, General Manager of NFL UK & Ireland, added that the collaboration fits with the league’s wider strategy to expand its presence in the region. “Their innovative approach to fan engagement and their passion for sports entertainment align perfectly with our goals as we continue to grow the game across the region."

The partnership comes just weeks before the Pittsburgh Steelers face the Minnesota Vikings at Dublin’s Croke Park on September 28, marking the NFL’s first regular-season game on Irish soil. Flutter’s U.S. brand, FanDuel, will also serve as the exclusive advertising sponsor of the historic event, with branding set to appear on LED boards targeting American audiences.