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888Sport Extends NFL Partnership in UK, Ireland

The National Football League (NFL) is one of the most iconic brands in all of sports and its image evokes both a storied past and a dynamic present. That’s why 888Sports was more than happy recently when it extended its sponsorship deal with the NFL in the UK and Ireland. It’s a deal that will keep the huge (and growing) brand in the eyes of UK punters with an eye for the “other kind football.”

Under the terms of the deal, 888Sport will be the lead sponsor for the NFL’s annual games at Tottenham Hotspur Stadium and Wembley Stadium. That arrangement includes logo placement throughout the stadium, and a huge opportunity to scoop up new players who are enchanted with US football.

As is often the case with sponsorship deals of this sort, 888Sports will be partnering with the NFL on a range of other projects, including plenty of video content. The two entities will also be partnering on a pick ’em game, along with several fantasy sports products.

In a statement posted on, Kieran Spellman, VP Head of Sport at 888sport commented on the deal saying, “”We are really delighted to be the official sports betting partner of the NFL and playing our part in the continuing growth and success of such an amazing brand and sport in the UK & Ireland. Our partnership will bring 888sport closer to the heart of live sport and continue to inspire us to create great content-rich and entertaining experiences for our customers. We are really looking forward to continuing our work with the NFL and cannot wait for the start of the new season.”

Michelle Webb, NFL UK Senior Director, Commercial, at the National Football League, was similarly enthused saying, “We are very pleased to be continuing and expanding our partnership with 888sport. We look forward to working with them on innovative ways to create touchpoints that will resonate with our fans and help us to reach a broadening audience.”

While its popularity is still dwarfed by traditional football, NFL football has a devoted and growing UK fan base.