Online gaming firm 888 Holdings Plc has signed a sponsorship deal with the New York Jets of the National Football League (NFL). The agreement is a first for an online operator with an NFL team following recent permission to allow casino and poker operators to sponsor American football teams. It will run through the entire 2018-19 New York Jets season.

As part of the deal, branding will be seen during the Jets games at the MetLife Stadium, including within ‘red-zone’ highlights shown on the stadium’s video boards. The company’s sponsorship includes the use of New York Jets branding and logos in marketing materials as well as adverts distributed during the team’s game day radio coverage and across its digital platforms.

The deal is the latest development for 888 in the US market, following the launch of the 888sport brand in New Jersey in September, complementing the 888casino and 888poker brands already established in the state. The firm’s customers in New Jersey are now able to enjoy a wide range of 888 products from a single login.

Yaniv Sherman, head of group commercial development at 888, commented: “This exciting deal between the New York Jets and is a significant moment for both 888 and our industry as it marks the first ever sponsorship agreement between an NFL team and a global online operator. 888 has a unique position across the three regulated states for full online gaming and we are confident that this deal will further strengthen the 888 brand in the US market. This will support the successful delivery of our growth strategy to be a leading operator in the developing and potentially significant US online gaming market.”