The National Football League (NFL) has renewed its partnership with 888sport, with the betting operator continuing to sponsor its London fixtures. 

Under the terms of the extension and expansion of the deal, first inked in 2020, 888sport will remain the NFL’s UK and Ireland sports betting partner until 2025.

Caveats of the deal include the 888sport logo maintaining visibility on the exterior of the Tottenham Hotspur and Wembley Stadiums during the NFL’s London fixtures over the next three seasons. 

Michelle Webb, NFL UK Senior Director, Commercial, at the National Football League, said: “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.”

Furthermore, the 888Holdings brand’s logo will also be featured at fan zones and on LED advertising boards during the planned London fixtures, coupled with a ‘strong brand presence’ on TV and highlights shows. 

There will also be a fan engagement element, as 888sport looks to develop content for playeras the exclusive presenter brand of the NFL’s apps and fantasy products such as Pick’em, the Super Bowl Challenge and Draft Predictor.

Social media will be leveraged as part of this, with the brand broadcasting video content filmed in partnership with the NFL, and offering exclusive prizes such as Super Bowl event tickets and official merchandise to fans via its channels. 

Although 888sport first partnered with the NFL in 2020, it began to explore the business potential of American football earlier, having come to an agreement with the New York Jets

Pedro Barreda, Director International Marketing and Head of Sponsorships, 888sport, remarked: “This partnership is another great step forward for 888sport, in strengthening our presence across our core markets of the UK and Ireland and making us the NFL’s official betting partner for many years to come.”

An additional marketing push by 888Holdings has seen it launch the ‘Made to Play’ advertising campaign, described by the company as a ‘global master campaign’ which ‘unites the 888casino, 888sport and 888poker brands under a single brand position’.

The NFL deal, meanwhile, is 888sport’s second major sports partnership of 2022,after the firm partnered with German Bundesliga club RB Leipzig, which will be in place until at least next year.

“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 & Ireland,” commented Kieran Spellman, 888Sport’s VP – Head of Sport.

“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.”

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