888 Holdings Signs Deal To Become NFL Partner In UK And Ireland

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888 Holdings has signed a deal to become the National Football League’s (NFL) official sports betting partner in the United Kingdom and Ireland.

Under the brand new partnership, advertisements for 888 Holdings’ various casino and sports betting websites will be shown in the UK and Ireland during broadcasts of Sunday and Monday Night Football, the NSL playoffs, and the Super Bowl on Sky Sports.

According to reports, the leading casino and gambling operator will act as the official partner for the NFL games which are set to play in London in 2021.

888 Holdings has announced that it will be creating its own series of videos titled The Punt which will be shared on 888 Holdings’ social media channels and will feature various guests discussing NFL news.

Speaking about the partnership, NFL Executive Vice President and Chief Strategy and Growth Officer Chris Halpin said: “We are delighted to partner with 888Sport, our first official UK betting partner.

“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.”

Guy Cohen, the Senior Vice President and the Head of B2C at 888 Holdings, added: “This is the start of an exciting chapter for 888Sport. 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 news marks the first time that the NFL has received an official betting partner for the UK and Ireland. However, it’s similar to a partnership it struck last year with the NFL’s New York Jets in which 888 branding was displayed at the MetLife Stadium during Jet games and 888 branding included in highlights.

What’s more, the new partnership comes after gambling company Tabcorp struck a similar agreement in Australia. Under this partnership, Tabcorp is set to create unique NFL-based content and experiences for fans in Australia and the two firms will work together to promote the NFL’s Pick’em free-to-play football game.

In addition, the partnership will allow fans in Australia to win weekly prizes as well as a trip to watch the Pro Bowl. Finally, Tabcorp’s Sky Racing channel will broadcast one NFL game every Monday and the two will air six hours of NFL RedZone programming in more than 4,400 pubs and clubs to Australian fans.

Another Big 888 Partnership

Also this month, 888 Holdings’ 888 Casino announced a partnership with game developer and aggregator Pariplay. Under the partnership, Pariplay’s complete gaming portfolio will be made available on 888 Casino.

The partnership also helps further expand Pariplay’s presence in the Romanian market following its launch in Q1 2020. What’s more, Pariplay’s partnership with 888 Casino for the Romanian market is the developer’s third and largest since acquiring a Romanian license by the Romanian National Gambling Office in July 2019.

Speaking about the partnership with Pariplay, 888 Holdings’ Guy Cohen said in a statement: “We’re very excited to expand our partnership with Pariplay, which have already been welcome additions to our portfolio of casino games across several of our key regulated markets.

“This partnership will see us integrate a selection of their most popular titles for 888 Casino in Romania with additional titles planned for the months ahead, ensuring our players maintain a sense of anticipation for more releases down the line.”

Adrian Bailey, the Managing Director at Pariplay, added: “We’re confident that partnering with a brand that has reputation of 888 Casino will significantly strengthen our position in the Romanian market.

“The steady release of new Pariplay content on 888 Casino will be instrumental in providing Romanian players with innovative games to enjoy while also expanding the reach of our content throughout regulated Europe.”

As part of the partnership, Pariplay has released its new slots Mystic Manor and Dragons Of North via 888 Casino and is expected to release an additional 13 titles within the coming months, including Bloodshot: Rising Spirit and its hugely popular slot Wolf Riches.

888 Casino now offers games from Pariplay as well as dozens of other popular game developers including Big Time Gaming, Play’n GO, NetEnt, Microgaming, Quickspin, Pragmatic Play, and plenty more.

888 Holdings’ Poker Tournament Launches

All of this comes as 888 Holdings launches 888 Poker’s biggest online poker tournament series. Titled the Millions Superstorm, the competition features an $8 million prize pot guaranteed across more than 400 different tournaments.

This includes a gigantic $1 million Main Event in which players can buy-in directly for $320. There are two tournaments each day known as a Main and a Mini and buy-ins for these events range between $5.50 and $530.

Six of the Millions Superstorm events will be live-streamed including the High Rollers and Millions Sunday Special events and anyone who watches the live streams can win ticket giveaways as well as special freerolls. The events that are being live-streamed include:

  • 888 Millions Sunday Special on Sunday, September 13th
  • 888 Millions High Roller on Tuesday, September 15th
  • 888 Millions Sunday Special on Sunday, September 27th
  • 888 Millions Sunday Special on Sunday, October 4th
  • 888 Millions High Roller on Tuesday, October 6th
  • 888 Millions Superstorm ME Day 2 on Sunday, October 11th

Players can participate directly with the giant poker event or can simply watch the various live streams for a chance to win prizes.

News of 888 Holdings’ partnerships and poker launches comes days after the company appointed a new CFO after Aviad Kobrine’s announcement to step down from the position this November after 15 years.