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888sport has become the official sports betting partner for UK and Ireland of this season of the National Football League (NFL), including the Super Bowl.

The agreement will cover the broadcast of the Playoffs, the Super Bowl and Sunday and Monday Night Football.

“This is the start of an exciting chapter for 888sport,” said Guy Cohen, senior vice president and head of B2C at 888 Holdings. “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. We look forward to playing our part in an exciting NFL season, which kicks off this weekend, and beyond.”

The partnership adds to 888’s ongoing sponsorship of the New York Jets in the United States.

“We are delighted to partner with 888Sport, our first official UK betting partner,” said Chris Halpin, NFL executive vice president, 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.”