888 has confirmed that it has become the first online gambling operator to sponsor a National Football League team after agreeing a deal with the New York Jets.

The deal will see 888’s branding shown during games at the team’s MetLife Stadium, including within highlights shown on the stadium’s video boards.

The operator will also gain the right to use the Jets’ branding and logo in marketing materials, as well as on radio ads broadcast during game day coverage and across the team’s digital platforms. 

The deal marks a first for an NFL team, which has been slower to partner sports betting brands than other US professional sports leagues such as the National Hockey League and National Basketball Association. 

888 head of group commercial development Yaniv Sherman described the deal as a “significant moment” for both his company and the wider betting and gaming industry. 

“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,” Sherman said. 

“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.”

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