888 becomes official NFL partner for UK and Ireland

The igaming operator’s advertising will appear in television broadcasts in both territories.

UK.- 888 Holdings has signed a deal to become the US National Football League’s (NFL) first official sports betting partner in the UK and Ireland.

Its publicity will be seen during Sky Sports’ Monday Night Football, which resumes tonight (September 14), as well as in the channel’s UK and Ireland broadcasts of NFL playoffs and the Super Bowl. 

NFL games to be played in London in 2021 will also have 888 as an official partner.

The operator will create its own series of videos featuring guests discussing NFL news. Entitled The Punt, the series will be posted on 888’s social channels

Chris Halpin, NFL executive vice president and chief strategy and growth officer, 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.”

Guy Cohen, senior vice president and head of B2C at 888, said: “This is the start of an exciting chapter for 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.”

It’s the first time the NFL has had an official betting partner for the UK and Ireland.

The league has been expanding its international partnerships. It signed a deal with Tabcorp in Australia this time last year.

888 Holdings, meanwhile, has appointed a new CFO to step in from November as Aviad Kobrine steps down after 15 years in the position.