888sport has partnered with the NFL to become American football league’s first Official Sports Betting partner in the UK and Ireland.
The first-of-its-kind partnership was announced on the eve of the new season, and will celebrate the growing international passion for the league. It will also see 888sport become the Official Sports Betting Partner of the Super Bowl, as well as for the NFL London Games during the 2021/22 season, when regular season games are scheduled to return to the UK capital after a break enforced by the coronavirus pandemic.
The deal will also be supported by broadcast sponsorship of the Playoffs, the Super Bowl and Sunday and Monday Night Football, which will be broadcast on the Sky Sports NFL channel. The betting brand will also launch a new weekly social video series called ‘The Punt’, fronted by Sam Quek and hosted on its social media channels.
“This is the start of an exciting chapter for 888sport,” said Guy Cohen, SVP Head of B2C, 888sport.
“We pride ourselves on being at the forefront of live sporting experiences and we’re delighted to partner with an internationally adored brand such as the NFL. We look forward to playing our part in an exciting NFL season, which kicks off this weekend, and beyond.”
Chris Halpin, Executive Vice President, Chief Strategy and Growth Officer, NFL, said: “We are delighted to partner with 888Sport, our first official UK betting partner. It is a brand that will help us deepen fans’ engagement with our sport, and this partnership will provide us with strategic insights that will shape our broader sports betting strategy.”
The partnership expands on 888Sport’s ongoing partnership with the NFL through its sponsorship of the New York Jets in the US, where it is the first and only partnership of its kind between a purely digital gaming company and an NFL team.