TOUCHDOWN: Paddy Power unveiled the NFL's UK and Ireland sportsbook partner

This weekend sees the start of the NFL season in the US, and, amid growing popularity with UK and Irish punters, the league has announced a new partnership with Flutter-owned bookmakers Paddy Power. 

The deal will see Paddy Power offer promotional campaigns across the season and, to mark the occasion, the bookmakers have also launched the free-to-play Paddy Power NFL Showdown game. 

Check out the best UK bookmakers to claim free bets worth up to £850!

The NFL 2025/26 season kicks off this Friday, when the Dallas Cowboys travel to Philadelphia to take on last season’s Super Bowl champions, the Philadelphia Eagles. Despite last season’s success, bookmakers fancy the Baltimore Ravens and the Buffalo Bills to triumph in this season's Bowl. 

Both teams have been given odds of 13/2 by bookmakers Ladbrokes, while the Eagles are 7/1. Last season’s beaten finalists, the Kansas City Chiefs, are 17/2 to exact revenge for their 40-22 defeat.

Odds on the 2026 Super Bowl, from Ladbrokes, correct at the time of writing:

The NFL continues to gain popularity in the UK, helped by the expansion of the NFL International Series. Games are held in Germany, Brazil, Spain, and Australia, but two of the most widely popular series games are held in London and Ireland. NFL Commissioner Roger Goodell has even mooted the idea of holding a future Super Bowl game in London. 

This year sees the first open-season game played in Ireland. The Pittsburgh Steelers will face off against the Minnesota Vikings on 28 September, and Paddy Power plans to offer promotions leading up to the game. Fan activities will be available in Camden from 26 September to the day of the game.

Highlighting the increased popularity of the season in the UK, as well as the positive impact of the new deal, Paddy Power marketing director Michelle Spillane said: “We are hugely excited to be coming on board as the NFL’s new sportsbook partner in the UK and Ireland. 

“The NFL as a sport is reaching new heights across the UK and Ireland, and with the first-ever game taking place in Ireland at the end of the month, there felt like no better time to come on board.”

Meanwhile, NFL UK and Ireland general manager, Henry Hodgson, said: “We are delighted to partner with Paddy Power as the NFL’s official sports betting partner in the UK and Ireland. 

“Their innovative approach to fan engagement and their passion for sports entertainment align perfectly with our goals as we continue to grow the game across the region.”

The Paddy Power NFL Showdown game is also being launched as part of the partnership. The game is free to play and offers players the chance to win prizes by accurately predicting scores across NFL game weeks.

The NFL is also partnering with FanDuel, Flutter’s US sportsbook brand. FanDuel will enjoy sponsorship in the stadiums during games, as well as online.