Dublin-based Flutter Entertainment can be doubly pleased for its brands Paddy Power and FanDuel. On Wednesday, the NFL named Paddy Power its Official Sportsbook Partner in the UK and Ireland.
The move also handed FanDuel some business across the pond, starting with the Pittsburgh Steelers vs. Minnesota Vikings game at Dublin’s Croke Park on September 28.
Flutter took to X with the NFL partnerships, which includes FanDuel’s appointment as exclusive advertising sponsor of the Steelers-Vikings game:
According to a Flutter release, the NFL has partnered with FanDuel to “celebrate the growth of the sport globally through several communications activations” at the September matchup.
Paddy Power, meanwhile, gets all the usual rights accorded to official NFL partners, including access to footage, the opportunity to market the sportsbook across NFL digital channels, and host activations at all official league games in the UK and Ireland.
launching its “new official NFL free-to-play game,” NFL Showdown
Paddy Power’s Managing Director of Marketing Michelle Spillane said in a release that “to celebrate” the NFL tie-up, her brand was also launching its “new official NFL free-to-play game,” NFL Showdown.
NFL UK & Ireland General Manager Henry Hodgson, meanwhile, praised Paddy Power’s innovation within fan engagement and “passion for sports entertainment.”
Hodgson said both areas “align perfectly” with the NFL’s aim to grow the game in the UK and Ireland.
