NFL partners with Paddy Power in the UK and Ireland market

The NFL is strengthening its presence in Europe, with the introduction of games in Germany and Spain in 2022. The first regular-season contest in Germany took place at Munich's Allianz Arena, marking a significant milestone for the league.

The NFL's European expansion has been a gradual process, with the league first holding a regular-season game in London on 28 October 2007. Since then, the NFL has had an annual presence in the UK, with games being held at Wembley Stadium and, more recently, at Tottenham Hotspur Stadium. Between 2008 and 2012, one game per season was held at Wembley, and the number of games increased to two from 2013. The series was interrupted in 2020 due to the Covid-19 pandemic, but it resumed in 2021, with London continuing to host between two and three games each season, primarily at Tottenham and occasionally at Wembley.

In 2022, the NFL broadened its reach by introducing games in Germany, with Munich hosting the first contest. Frankfurt was added as a host city in 2023. Beyond the UK, the NFL has also introduced games in Germany and is set to introduce games in Spain. Madrid's Santiago Bernabéu Stadium will stage a regular-season game in this season, marking the league's first venture into Spanish territory. The football team named the Madrid Bravos will play their first regular season game in Spain at the Santiago Bernabéu Stadium in 2026.

To celebrate the expansion, Paddy Power, the official sportsbook partner for the NFL in the UK and Ireland, has planned several fan activations. Paddy Power will stage fan activations, including a Fanzone at The Camden sports bar from 26 to 28 September for supporters. The partnership lasts for one year and aligns with the league's international expansion. Under the terms of the agreement, Paddy Power will feature across NFL digital channels and benefit from access to official content and footage.

Paddy Power is also launching the "Paddy Power NFL Showdown," a free-to-play game allowing users to predict game outcomes. Participants can compete for weekly jackpots and track their performance on a season-long leaderboard. The game in Madrid will feature the Miami Dolphins and the Washington Commanders on 16 November. The first-ever regular-season NFL game on Irish soil will take place on 28 September at Dublin's Croke Park, featuring the Pittsburgh Steelers vs. the Minnesota Vikings.

Michelle Spillane, Paddy Power's managing director of marketing, believes the 2025 season presents an optimal moment to expand the brand's involvement in American football. The NFL's international expansion and the growing popularity of the sport in Europe present exciting opportunities for Paddy Power and other partners to engage with fans and create memorable experiences. As the NFL continues to expand its reach, fans can look forward to more exciting games and unique experiences in the years to come.