Super Bowl wagers in Europe jump as NFL popularity grows
Data released by Entain’s UK and European brands proves NFL betting’s appeal continues to grow following a spike in the number of bets placed on Super Bowl 58
Super Bowl betting in the UK and Europe has increased 11% year on year (YOY), demonstrating the growing appeal of the NFL outside of the US, according to new data released by Entain.
Entain described Super Bowl 58, which was won in overtime by the Kansas City Chiefs, as a “truly global spectacle” with a “surge in the number of bets” placed on the NFL’s showpiece event.
Among Entain’s UK and European brands, which include Ladbrokes, Coral and bwin, data revealed 12% YOY increase in the number of bets placed on the Super Bowl compared to the 2023 edition for online operations.
In the UK alone, Super Bowl 58 saw a 74% YOY increase in the quantity of bets placed the across the Ladbrokes and Coral platforms compared to 2020.
Furthermore, data from the UK showed a 217% increase in the number of women betting on the Big Game over the past four years.
In the US, Entain’s JV with MGM Resorts, BetMGM, also reported strong growth on betting for the event.
The number of bets placed in the 2024 with the operator represent a 30% rise on last year’s event, alongside a 72% YOY increase in new customers when accounting for both online and retail.
BetMGM also reported a 51% YOY increase in the number of female bettors compared to Super Bowl 57.
The spike in activity for BetMGM comes after the JV aired its first Super Bowl commercial this year, featuring NFL legend Tom Brady, NHL great Wayne Gretzky and Hollywood actor Vince Vaughn.
Sameer Deen, Entain chief commercial officer, said: “Las Vegas is the epicentre of entertainment and last Sunday’s Big Game was evidence that the city is drawing in global crowds for these types of sporting events.
“It was an opportunity for us to innovate our sportsbook offer, enabling us to provide our UK and European customers with an even greater variety of sporting events, as well as being part of a global fanbase.”
Earlier this week, EGR collated a host of data points and insights from across the industry reflecting on the Super Bowl.