U.S. NFL betting to hit record $35 billion this season, driven by market expansion

Americans are expected to wager a record $35 billion on the 2024 NFL season through legal U.S. sportsbooks, a significant jump from last year's $26.7 billion, according to a projection released by the American Gaming Association (AGA) on Tuesday.

The increase, the largest since legal betting on the NFL began in 2018, is being driven by the continued expansion of regulated sports betting in the U.S., notably the recent launches in North Carolina, Vermont, and Maine. North Carolina, which began online sports betting in March, saw over $600 million in wagers in each of its first two months.

Public support for regulated sports betting has also continued to grow. The AGA report highlights that 75% of American adults now back legal betting in their state, up from 73% in 2023. This growth is supported by a strong commitment to responsible gaming, with 90% of bettors prioritizing legal, regulated sportsbooks, and 88% believing that the industry is serious about promoting responsible gambling.

Bill Miller

"With the excitement of another NFL season upon us, Americans are placing their bets with the confidence that the legal sports betting market is prioritizing consumer protection and responsibility," said Bill Miller, AGA President and CEO.

"As the season unfolds, the AGA and our members remain dedicated to working with leagues, regulators, and other stakeholders to ensure fans have the knowledge and tools to keep sports betting a safe, fun part of the gameday experience," he added.

The AGA also emphasized the effectiveness of responsible gaming programs, with 85% of bettors agreeing that such initiatives are working, up from 83% last year. The industry has ramped up efforts to promote responsible gaming, with 96% of past-year sports bettors familiar with at least one responsible gaming resource, largely driven by increased marketing efforts.

The AGA launched Responsible Gaming Education Month to coincide with the start of the NFL season, encouraging bettors to follow best practices, such as setting budgets and betting only through legal channels.