Online casino and sports betting operator 888 Holdings was recently named as the official sports betting partner of the National Football League (NFL) in the Ireland and UK.
According to the deal, 888 advertisements will be played during the UK and Irish broadcasts of Monday Night Football, as well as the Super Bowl and NFL playoffs on Sky Sports. The operator will officially become the NFL’s partner for games played in London for 2021.
“We are delighted to partner with 888Sport, our first official UK betting partner,” Chris Halpin, NFL executive vice president and chief strategy and growth officer, said. “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,” he added.
888 will also release a new series of videos titled, “The Punt” on its social media channels featuring celebrity guests discussing the latest NFL news.
“This is the start of an exciting chapter for 888Sport” Guy Cohen, 888Sport senior vice president and head of B2, said. “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,” he added.
Cohen also said that they are “looking forward” to playing their part in an exciting NFL season, which will kick-off this weekend.
888 Holdings becomes the NFL’s first official betting partner in the UK and Ireland, and follows Tabcorp in Australia, in signing an international partnership deal with the league.