This week the NFL has signed a first-of-its-kind sponsorship deal that is seeing its brand association with 888sports. Sport betting provider 888sport becomes the official sports betting partner of the NFL in the UK and Ireland, under the terms of the deal.
The transatlantic alliance comes in time for the brand new football season that starts tonight when the Houston Texans are hosted by the Kansas City Chiefs, reigning Super Bowl champions.
Celebrating a rising international enthusiasm for the NFL, particularly among sports fans in the UK and Ireland, the partnership will also see 888sport become the Super Bowl’s official sports betting partner and NFL London Games’ official sports betting partner during the 2021-22 season.
The contract will be sponsored by broadcast sponsorship from the Playoffs, the Super Bowl and Sunday and Monday Night Football, which will debut on the new Sky Sports NFL channel this weekend.
The first full NFL action Sunday sees Sky Sports broadcasting three games: the New England Patriots versus the Miami Dolphins; Tom Brady’s debut at the New Orleans Saints for the Tampa Bay Buccaneers; and the Dallas Cowboys hosting the Los Angeles Rams.
888sport also introduces a new weekly social video series named ‘The Punt’ which starts today, providing fans with engaging content in leading up to fixtures. The series will welcome celebrity guests, including former Olympic gold medalist and Kansas City fan Sam Quek, Dallas Cowboys fan and social influencer Will Brazier, BBC journalist and Las Vegas Raiders fan Steffan Powell, available to watch via the social networks of 888sport.
The collaboration is the latest exciting development for 888 and the NFL, building on the ongoing New York Jets sponsorship by the group in the US – the first and only collaboration of its kind between a pure digital gaming company and an NFL team.
Guy Cohen, B2Cat 888 Head of SVP, commented: “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.”
NFL Executive Vice President Chris Halpin, 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.”