888sport became the official sports betting partner for the National Football League (NFL) in the UK after signing a sponsorship contract with the league recently.
The deal, which was considered the first between the NFL and a betting operator in the UK, will also make 888sports the partner during the Super Bowl and football games to take place in London, England, during the season 2021/22.
In addition, this arrangement involves sponsoring the playoffs, Super Bowl and Sunday and Monday Night Football, which will be broadcast on the new NFL channel on Sky Sports.
Operator representative Guy Cohen said: “This is the beginning of an exciting chapter for 888sport. We are proud to be at the forefront of live sports experiences. And, we are very pleased to be partnering with an internationally loved brand like the NFL ”.
The contract provides for the possibility of 888 extending its presence in the American league, expanding the group’s sponsorship to the New York Jets. It also capitalizes on the sport’s growing popularity in the UK, which has hosted 28 games in the city of London.
The new NFL season begins this Thursday, the 10th. The first game will feature defending champion Kansas City Chiefs, hosting the Houston Texans.
888sport is a multinational online sports games company based in Gibraltar, in addition to being a subsidiary of 888 Holdings plc.
The company offers sports betting on a virtual platform, mainly in European markets. That is why 888sport is a member of ESSA, the gambling integrity body on the continent.
The operator was launched as the dedicated sports arm of 888 Holdings in March 2008. From there, the company became involved in sports sponsorship, starting with a sponsored booth at Fontwell Park Racecourse.