- Bookmaker launches free-to-play game ‘Paddy Power NFL Showdown’ ahead of new season
- Flutter to also collaborate with the NFL around landmark game in Croke Park, Dublin
Flutter is pleased to announce that it’s leading UK and Irish brand, Paddy Power, is the new Official Sportsbook Partner of the National Football League (NFL) for the upcoming season within the UK and Ireland.
As part of the one-year agreement, Paddy Power will have the ability to leverage the NFL within the sports betting category and activate around retail and online sports betting in the UK and Ireland. The partnership also sees Paddy Power become the official NFL free-to-play game partner in the UK and Ireland, aimed at engaging and exciting fans through their newly launched game ‘Paddy Power NFL Showdown’. Partnership rights will also include promotional activity across NFL digital channels, Paddy Power inspired activations at all UK and Irish games, as well as access to footage rights - all with the focus of bringing NFL entertainment to Paddy Power customers and beyond.
On the partnership announcement, MD Marketing Paddy Power, Michelle Spillane, said: “We are hugely excited to be coming on board as the NFL’s new sportsbook partner in the UK and Ireland. 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.
To celebrate, we’re launching our new official NFL free-to-play game to entertain punters every week, and we can’t wait to enhance the fan experience around the Dublin and London games with events, activations, and the usual Paddy mischief.”
"We are delighted to partner with Paddy Power as the NFL's official sports betting partner in the UK and Ireland,” said NFL UK & Ireland General Manager Henry Hodgson. “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 take on the Minnesota Vikings at Dublin’s Croke Park on Sunday 28th September and marks the first ever regular season game the NFL has ever hosted on Irish soil. Alongside the one-year free-to-play agreement with Paddy Power, the NFL has agreed to collaborate with Flutter and FanDuel, its leading sportsbook and casino brand in North America, around this exciting addition to the International Series.
Given Flutter’s rich heritage and history in Ireland, this partnership will see the company and the NFL celebrate the growth of the sport globally through several communications activations around the historic game in Croke Park. FanDuel will also act as the exclusive advertising sponsor of the game, with its leading sportsbook brand visible on LED boards around field to resonate with NFL fans watching from the United States.
For more information, please contact corporatemedia@flutter.com.
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