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888Sport Extends European Partnership Deal With National Football League (NFL)

Ross Everett
by in NFL on
  • 888Sport has extended a European facing sponsorship deal with the National Football League (NFL).
  • The partnership deal is for the UK and Ireland and will run through 2025.
  • 888Sport is a well known brand in Europe that has recently made inroads into North America.

888Sport (LSE: 888) is a well known international gaming company with a significant presence in both the B2B and B2C markets. At this point, they are just now making inroads into the North American market, with their most recent move into the scorching hot Ontario market. The company is setting their sights on becoming a major player in the US and Canada though until further notice Europe is their primary market.

888 Holdings–the parent company of 888Sport–has arguably had more success in North America with their B2B endeavors. On the B2B side, they have a partnership with Caesars Entertainment (NASDAQ: CZR) providing the technology underpinning the World Series of Poker (WSOP) online poker platform in New Jersey, Michigan, Pennsylvania and Nevada. 888 also powers the Caesars Entertainment owned Harrah’s and World Series of Poker Casino brands in New Jersey. The partnership deal was extended last year for another five years.

Interestingly, in Europe they’ve earned a reputation for being a great place to bet US sports–particularly pro and college football. Last week, 888Sport announced that they’ve extended a partnership deal with the National Football League (NFL) through 2025. The deal gives 888Sport the designation as the ‘Official Sports Betting Partner’ for the NFL in Ireland and the UK. Here’s some of the particulars of the partnership deal in the 888 Holdings press release making the announcement:

888sport will serve as the official sports betting partner of the NFL in the UK & Ireland until 2025, expanding on their partnership over the last two seasons.

At the NFL’s London fixtures, which are set to take place at Tottenham Hotspur Stadium and Wembley Stadium later this year, 888sport will gain brand visibility on the exterior of the stadiums and throughout the fan zones, as well as on LED advertising boards during the games. This will be supported by brand presence on all TV matches and highlight shows.

888sport will also become the exclusive presenting brand of the NFL’s apps and Fantasy products, including Pick’em, the Super Bowl Challenge and Draft Predictor. 888sport will also broadcast video content, filmed in partnership with the NFL, across its social channels,. 

888sport head of sport VP Kieran Spellman is excited to continue his company’s role with the NFL:

“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. 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.”

888sport director of international marketing and head of sponsorships Pedro Barreda added:

“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.”

National Football League  NFL UK senior director Michelle Webb returned the pleasantries about 888Sport:

“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 touch-points that will resonate with our fans and help us to reach a broadening audience.”

In North America, 888 operates under its own brand in Ontario and New Jersey, as well as in partnership with Sports Illustrated for the SI Sportsbook brand which launched in Colorado last year.

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