UK and Ireland-based sportsbook Paddy Power has struck a new deal with American football’s elite NFL to sponsor the league in the territories.
Throughout the 2025-26 campaign, which will begin tomorrow, Paddy Power will utilize the NFL brand in its sports wagering markets at its physical locations and online, including the launch of a new free-to-play game, Paddy Power NFL Showdown.
Additionally, the Flutter Entertainment-owned bookmaker will activate in person at the NFL’s international fixtures in the UK and Ireland with fan-engagement-focused activities, and will gain NFL footage rights for those games.
The NFL will play four fixtures across the UK and Ireland in the 2025-26 season, starting with a first-ever Ireland game in Dublin on September 28, followed by games at London’s Tottenham Hotspur Stadium on October 5 and 12, and at Wembley Stadium on October 19.
Across August, the NFL bolstered its broadcast mix in the UK, renewing its pay-TV agreement with Sky while adding free-to-air coverage from Channel 5.
Specifically, Sky has retained the first-pick exclusive game on Sunday at 6pm (UK time) live, and the first pick for the Sunday 9pm game and gained three additional games - a second Sunday 6pm game and two games during the Sunday 9pm slot.
Channel 5, meanwhile, will have two Sunday evening fixtures per week throughout the regular season via its new NFL: Big Game Night show, which looks to blend its coverage with entertainment segments.
The slate will also include the NFL regular season international games that will take place in London and Dublin in 2025
These games are disseminated by US rightsholder CBS Sports, owned by Paramount, which has facilitated the partnership.
Additionally, Channel 5 will also air three of the league’s annual post-season playoff games and the season-ending Super Bowl, ensuring that the sport’s biggest showcase, a major TV draw in the UK, remains on free-to-air TV.
After Sky and Channel 5, there is potentially one more broadcast partnership in the region to be announced by the NFL.
