Daily fantasy sports operator DraftKings has inked a partnership with the National Football League’s International Series games in the UK.

On Friday, DraftKings announced it had signed a three-year exclusive deal enabling it to brand the hell out of the three games the NFL plays this season at London’s Wembley Stadium, starting with this weekend’s tilt between the New York Jets and the Miami Dolphins. The announcement comes as DraftKings prepares to launch its new UK-licensed site sometime in Q4.

As part of its deal, DraftKings’ ubiquitous TV adverts will air during Sky Sports broadcasts of NFL games. DraftKings will also host events outside Wembley prior to all three games, with additional events taking place this Saturday in London’s Trafalgar Square and in Regent Street on Oct. 24. The events will offer UK fans the chance to test out their American football skills in order to win prizes.

Friday’s announcement comes just days after DraftKings announced it had struck a marketing partnership with the NFL Players Association. DraftKings also has individual sponsorship deals with a dozen NFL teams, some of which allow DraftKings to operate branded ‘fantasy lounges’ within the teams’ stadiums. All of which only serves to underscore the NFL’s hugely hypocritical anti-betting stance, but whatever.