Paddy Power has signed a new deal with the NFL, becoming the league’s Official Sportsbook Partner in the UK and Ireland for the 2025 season. The agreement comes at a key moment, just weeks before the NFL stages its first regular season game in Ireland. To celebrate, Paddy Power has rolled out a free-to-play game called Paddy Power NFL Showdown.

  • The deal runs for one year and allows Paddy Power to bring the NFL brand into both its retail shops and digital platforms across the UK and Ireland. Rights also cover official NFL footage, online promotions, and fan activations at league games. The move gives the bookmaker scope to tie betting activity more closely with NFL coverage in the region.

  • As part of the agreement, Paddy Power has become the NFL’s official free-to-play game partner for UK and Irish fans. The new NFL Showdown game will run weekly throughout the season, adding a second screen option for those following the action. It’s aimed at giving fans another way to connect with the league while boosting engagement around matches.

  • Michelle Spillane, Marketing MD at Paddy Power, said the timing felt right: “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.” She added that the bookmaker was ready to add its trademark “mischief” to events and promotions around the Dublin and London fixtures.

  • Henry Hodgson, NFL UK & Ireland General Manager, said Paddy Power’s approach to fan engagement fits well with the league’s growth strategy. He pointed out that the NFL is seeing steady momentum in Europe, with London fixtures already established and Dublin now joining the calendar.

  • The agreement lands just ahead of a major milestone: the Pittsburgh Steelers will meet the Minnesota Vikings at Croke Park on 28 September in the first NFL regular season game to be played in Ireland. Paddy Power will be active on the ground around the Dublin clash, as well as at the London fixtures later in the year.

  • Flutter, Paddy Power’s parent group, will use the occasion to highlight both its Irish heritage and the growing global footprint of the sport. Alongside this, FanDuel — Flutter’s US sportsbook — will take the role of exclusive advertising sponsor for the Croke Park game, with branding visible on LED boards inside the stadium.

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