Since 2007, the NFL has been traveling internationally to play games in London. The Miami Dolphins and New York Giants met in the first-ever London NFL game. There have been 36 regular-season games played across the pond. Roughly five years ago, the NFL barely cracked the top 10 betting interest in the U.K. and Ireland.
With several games in London in 2024, Flutter Entertainment’s Paddy Power has produced numbers that jump off the page. Wagering on the NFL increased 25% year-over-year while the handle also grew by 30%. This information was obtained from Flutter. Betting on the NFL is the third most betted sport at Paddy Power. It ranks only behind soccer and horse racing. Placing wagers on the NFL has surpassed darts, golf, boxing, and rugby. Flutter can reach an international audience on a new level when NFL games are hosted internationally.
Where were NFL games played abroad in 2024?
During the 2024 NFL season, three games have been played in London, one in Brazil, and another in Germany. The Eagles and Packers were in São Paulo, Brazil for the first international game of the 2024 season. In Week 5, the Jets and Vikings were across the pond for a game in London. There was another London game in Week 6 when the Bears and the Jaguars met.
The NFL’s final London game of the 2024 season was in Week 7 when the Patriots played the Jaguars. Wrapping up the international games for 2024 was the Giants and Panthers traveling to Germany in Week 10. NFL Commissioner Rodger Goodell said that the league could play up to eight international games in 2025. He noted that the league could add Spain and Ireland as possible game destinations in the future.
What is FanDuel’s role in making betting on the NFL successful in the U.K.?
FanDuel’s parent company Flutter has noticed an increase in promotional activity. The U.S. sportsbook has helped Paddy Power grow its U.K. and Irish customer base. During Q3, FanDuel owned 41% of the market share in gross gaming revenue. Wagering on the NFL accounted for $1.25 billion of their $3.25 billion revenue in Q3. Flutter has access to FanDuel’s risk assessment strategies and it’s helped them maximize NFL growth.
