Sports betting and igaming operator 888 has become the official sports betting partner of the National Football League (NFL) in the UK and Ireland.
The deal will see 888 advertisements during UK and Irish broadcasts of Monday Night Football, as well as the NFL playoffs and Super Bowl on Sky Sports. The operator will also be an official partner of the NFL’s games played in London for 2021.
“We are delighted to partner with 888Sport, our first official UK betting partner,” Chris Halpin, NFL executive vice president and chief strategy and growth officer, said. “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.”
In addition, 888 will launch a new series of videos titled, “The Punt” on its social channels featuring celebrity guests discussing the latest NFL news.
“This is the start of an exciting chapter for 888sport,” Guy Cohen, senior vice president and head of B2C at 888 said. “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.”
The operator becomes the first NFL betting partner in the UK and Ireland, and follows Tabcorp in Australia in agreeing an international partnership deal with the league.
888 agreed a partnership with the NFL’s New York Jets last year that sees 888 branding feature “extensively” at MetLife Stadium during Jets games, including during highlights on the stadium’s video board.
The deal comes just before the start of the 2020 season, which begins this evening when the Houston Texans meet the Kansas City Chiefs.