Flutter said its Paddy Power brand has been selected as the NFL’s Official Sportsbook Partner in the UK and Ireland. The agreement includes a free-to-play game partnership, use of NFL branding, activations at games in the region and access to NFL footage rights.
The agreement gives Paddy Power sportsbook and promotional rights linked to NFL games in the UK and Ireland.
Quarter ended 30 September 2026
The day’s most important stories, free. One email a day.
Flutter appointed PokerStars chief executive Kevin Harrington to lead its UK and Ireland business, replacing Ian Brown, who is leaving the group, the company said. Flutter’s expanded International division will comprise five regions, including UKI, while its US business, FanDuel, remains alongside the division.
The annual value of sports betting sponsorship deals in the Americas rose 145% between 2020 and 2025 to more than $1.45bn, according to GlobalData's Sponsorship Sector Report – Gambling & Betting – Americas 2026. The number of contracts grew 106.6% over the same period, with football the leading channel.
The yearly value of sports betting sponsorship deals across the Americas grew 145% between 2020 and 2025, reaching more than $1.45bn, according to the Sponsorship Sector Report – Gambling & Betting – Americas 2026 produced by GlobalData. Over the same period the number of contracts rose 106.6%.
Reportedly, Midnite has agreed a three-year deal to become the NFL's official sports betting partner in the UK and Ireland through the 2028-29 season, replacing Paddy Power. The package covers broadcast sponsorship on Sky Sports, free-to-play games, co-branded content and activations around the London Games and Super Bowl, and integrates Midnite into the league's integrity and responsible gaming frameworks.
The NFL has named theScore Bet an official sportsbook and casino partner in Canada under an agreement with PENN Entertainment. The partnership gives theScore Bet rights to use NFL league and team intellectual property in approved marketing and promotional campaigns, as well as access to league media and fan events. An NFL spokesperson said theScore Bet is its fourth official betting partner in Canada.
FanDuel renewed its multi-year sports betting partnership with the National Football League, with the agreement confirmed on 27 August. FanDuel retains advertising opportunities during live NFL broadcasts and the right to use NFL marks in its marketing. The organisations will also continue work on betting integrity and responsible gambling initiatives.