This week the National Football League announced that they've signed operator 888 to a sponsorship deal, making the sportsbook the "Official Sports Betting Partner of the NFL" within the UK and Ireland.
The agreement will see 888 getting ad space on television broadcasts in the country for Monday Night Football in addition to playoff games and the Super Bowl on the Sky Sports channel. The operator will also a series of NFL videos that they will post on 888's social media, dubbed "The Punt", which will provide entertaining football news to their customers.
NFL football is growing in popularity in both markets, with the league coming to London for multiple games over the past decade. The Jacksonsville Jaguars were slated to have back to back home games at Wembley Stadium, but those plans were capped due to the Covid-19 pandemic.
Commenting on the deal NFL Executive VP and Chief Strategy and Growth Officer Chris Halpin 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."
888's Guy Cohen also commented, adding: "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."