888sport, a division of 888 Holdings, has reached a new sponsorship agreement with the United States’ National Football League (NFL).
This deal continues their existing partnership and will see the operator serve as the NFL’s official betting partner for the UK and Ireland until 2025.
Their renewed partnership also comes ahead of several fixtures, known as the NFL London Games, that will take place at Tottenham Hotspur Stadium and Wembley later this year.
During the games, NFL fans in attendance will see 888sport’s branding, which will be visible on the exterior of the stadiums and LED advertising boards.
This will be supported by a “strong brand presence” across all television broadcasts of the matches, as well as any highlight shows.
“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 and Ireland,” said Kieran Spellman, Vice President and Head of Sport at 888sport.
“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.”
While American Football does not share the same status as other sports in the UK, it has steadily risen in popularity, with the NFL even mooting a London-based franchise.
Michelle Webb, NFL UK Senior Director, Commercial, commented: “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.”
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