The NFL Keeps Profiting From Sports Betting, Adds 888sport As Official UK Partner

Posted on September 10, 2020

The NFL has named its second official betting partner in the space of a week.

Just days after partnering with BetCris in Latin America, the NFL named 888sport as its official betting partner for the UK and Ireland.

What’s in it for 888?

Under the agreement, 888 will sponsor the NFL’s games played in London for 2021. It will also broadcast adverts on UK TV during Monday Night Football, the playoffs and the Super Bowl.

The operator will also launch a new series of videos titled “The Punt” on its social media platforms, where celebrity guests discuss NFL news and stories.

“We are delighted to partner with 888sport, our first official UK betting partner,” said Chris Halpin, NFL executive vice president and chief strategy and growth officer.

“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.”

‘New chapter’ for 888sport

In the US, 888 previously sponsored the New York Jets, with branding at MetLife Stadium. However, that deal was technically for 888casino rather than 888sport thanks to NFL rules at the time.

“This is the start of an exciting chapter for 888sport,” said Guy Cohen, senior vice president and head of B2C at 888.

“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.

888sport is in the midst of moving from Kambi technology onto an in-house platform.

NFL is increasingly in bed with betting

The deal means the NFL now has betting partners for Latin America, the UK and Australia, but not yet the US.

Of course, the cost to become the NFL’s US betting partner is likely so prohibitive only a handful of operators could even consider it.

It’s all a far cry from the days the league claimed betting was a threat to the integrity of its games.

The NFL season kicks of tonight as the Houston Texans visit the defending Super Bowl champion Kansas City Chiefs.

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Brad Allen

Brad has been covering the online gambling industry in Europe and the US for more than four years, most recently as the news editor at EGR Global.

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