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NFL Continues Growing UK Footprint With Betting Partnership

  • The NFL has partnered with online gambling site 888sport.
  • In August, the league inked a five-year deal with London-based network Sky Sports.
NFL Continues Growing UK Footprint With Betting Partnership
Sam Greene, Cincinnati Enquirer
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The NFL and online gambling site 888sport have a deal to make the company the league’s first official sports betting partner in the U.K. and Ireland.

The agreement comes shortly after London-based Sky Sports became the first international network to add a dedicated NFL channel, building on the league’s years-long push to grow its international footprint. 

Under the partnership, Sky Sports has access to a minimum of five live games per week; every Thursday night, Sunday night and Monday night game, as well as every playoff game, Pro Bowl and Super Bowl live. There will also be ample studio programming.

As part of the agreement, 888Sport branding will appear during Sky Sports’ playoff coverage, as well as Sunday and Monday night football, SportsPro reported. 888sport is set to roll out a weekly video series called “The Punt” on its social media channels, which will “see a celebrity panel discuss the major talking points throughout the season.” 

888Sport will also be the official betting partner of the NFL London games when they are scheduled to return in the 2021-22 season. The company already had a sponsorship agreement with the New York Jets. 

“We are delighted to partner with 888Sport, our first official UK betting partner,” NFL Chief Strategy and Growth Officer Chris Halpin said, as reported by SportsPro. “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.”

The NFL has held 28 regular-season games in London across every season since 2007 — 2020 games were cancelled due to the COVID-19 pandemic — and is aiming to develop a pipeline of talent in the U.K. Last year, the league launched the NFL Academy in London, as well as a widespread flag football program. 

Amazon’s “Thursday Night Football” broadcasts are also accessible to U.K. fans, and even include the option of listening to a U.K. English feed with alternate commentators.

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