Flutter has outlined its strategy around the NFL, highlighting the ways its brands are leveraging the league’s growing international presence.
Flutter Entertainment has outlined its global strategy around the NFL season, which is now underway, highlighting the ways its brands are leveraging the league’s growing international presence.
The operator, which owns FanDuel in the US, Sportsbet in Australia, and Paddy Power and Sky Betting & Gaming in the UK and Ireland, detailed how each division has been preparing for the return of American football.
In the US, FanDuel remains the official sportsbook partner of the NFL and has reported surging engagement since the introduction of legal sports betting.
Its platform will once again feature integrations tied to live NFL broadcasts and in-app promotions linked to major games.
FanDuel has also invested heavily in marketing and product innovation to coincide with the 2025 season, viewing football as a cornerstone of its market position.
Spencer Diaz, FanDuel’s senior trader of American football in New Jersey, explained: “We can now price the correlations between player and team futures properly… [This] gives customers the freedom to build the season exactly how they see it playing out.”
Elsewhere, Flutter brands are adapting the NFL offering to suit local markets.
In Australia, Sportsbet has broadened its NFL coverage to reflect growing fan interest, with tailored betting markets and content designed to engage audiences less familiar with American football.
In the UK and Ireland, Paddy Power and Sky Betting & Gaming are capitalising on the league’s increasing visibility, particularly with the staging of games in London.
NFL increases presence on the international sports stage
The NFL has hosted fixtures in the UK since 2007, and a game has been played there every year since.
The league will also hold its first-ever NFL regular-season game in Ireland on 28 September.
In addition, Germany hosted its first regular-season game in 2022 and has since become a focal point for the NFL’s international strategy. This year, in November, Berlin will host a game.
Spain is also scheduled to stage a game for the first time this season, further extending the league’s footprint.
Flutter indicated that its brands will tailor NFL-related products in these markets as fan engagement builds.
The company emphasised that the NFL represents a unique opportunity to connect with customers across multiple jurisdictions through a single global sport.
By tailoring offerings to regional preferences, Flutter aims to combine consistent brand messaging with localisation strategies.
The operator suggested that the scale of the NFL’s international presence provides impetus for innovation in both betting markets and fan engagement tools.
FanDuel launches Bet Protect feature for NFL wagers
In line with the new NFL season and the company’s expectations for increased activity, FanDuel has introduced a new initiative called Bet Protect, aimed at reducing the impact of early-game injuries on NFL player prop bets.
The feature is designed to provide bettors with a safeguard if their wager is affected in the opening stages of a game.
Under the programme, customers who place straight wagers on NFL player props will receive Bonus Bets back if the selected player leaves the game due to injury in the first quarter.
FanDuel has confirmed that payouts will be issued within 24 hours of the game.
The protection also extends to parlays and Same Game Parlays (SGPs). If the injured player’s prop is the only losing leg, the bet will be recalculated with updated odds and paid out in Bonus Bets.
However, once the game concludes, qualifying wagers will still appear as settled losses in the “My Bets” section, with the Bonus Bets applied separately.
Eligibility for Bet Protect covers NFL player props across offensive positions, kickers, and certain defensive markets. It applies to straight bets, parlays, and SGP/SGP+ wagers, but only for pre-game bets.
As an example, FanDuel highlighted a scenario where a five-leg parlay includes a player prop.
If that player is injured during the first quarter, the leg is voided, the parlay is re-priced at adjusted odds, and the bet is paid out in Bonus Bets if the remaining selections win.