The NFL has agreed to a multi-year partnership with UK operator Midnite, naming it its official sports betting partner in the UK and Ireland through March 2029.
The agreement will provide Midnite with exclusive broadcast and content rights, alongside opportunities to develop free-to-play products, live game initiatives and fan engagement activities.
The announcement comes as the NFL stages its annual triple-header of games in London, with fixtures taking place at Tottenham Hotspur Stadium and Wembley Stadium.
Midnite’s Vice President of Growth said: “The NFL has built an incredible following across the UK and Ireland, and this partnership gives us the opportunity to bring Midnite and the NFL together across a huge range of touchpoints.”
The NFL has played games in the UK every year since 2007 and has built an estimated British fanbase of around 17 million. The London Games have attracted a combined audience of more than three million since the series began with the New York Giants facing the Miami Dolphins.
Every one of the league's 32 teams has played in the UK at least once, while the Jaguars have established London as a 'second home', hosting two games in the capital each season.
The league has also expanded its international presence, with Dublin's Croke Park hosting the Minnesota Vikings and Pittsburgh Steelers last year. Ireland could return to the international schedule in 2027.
In July, Midnite strengthened its presence in English football’s second tier after confirming principal partnerships with Middlesbrough and Sheffield United for the 2026/27 Championship season. The operator also renewed its partnership with Southampton FC that same month.
Midnite sponsors The Good, The Bad & The Football podcast, featuring former Manchester United and England midfielders Paul Scholes and Nicky Butt, alongside presenter and comedian Paddy McGuinness
