Entain reveals surge in US, European wagers on this year's Super Bowl in Las Vegas

British gambling firm Entain has revealed a remarkable surge in wagers placed on the Super Bowl held at Allegiant Stadium in Las Vegas on February 11. The showdown between the NFL Kansas City and San Francisco teams not only captivated domestic fans but also drew an unprecedented international audience, which was accompanied by a rise in wagering activity.

Digital sportsbook data from Entain’s Coral, Ladbrokes and bwin brands show there was a 12% increase in UK and European bets placed when compared to last year. Digital and retail data from Entain's joint venture with MGM, BetMGM, shows a record number of bets placed on this year’s Big Game, over 30% higher than last year’s event, with a 72% year over year increase in new customers and 51% more female customers.

In 2024, Ladbrokes and Coral saw a 74% increase in the quantity of UK bets placed on the Big Game compared to 2020, the sports betting and gaming company said in a statement. UK data also saw steep rise of 217% in the number of female bettors, with an 86% increase in their share since the 2020 game, highlighting the sport’s success in diversifying its fanbase in recent years.

Sameer Deen, Chief Commercial Officer at Entain, 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 & European customers with an even greater variety of sporting events, as well as being part of a global fanbase.”

In sync with the fervor surrounding the event, BetMGM launched its new Nevada app. The company also aired their first Big Game television commercial (along with a three-part teaser campaign) featuring NFL legends Tom Brady and Wayne Gretzky, along with actor Vince Vaughn. BetMGM also signed a strategic partnership with X, becoming the social media platform's exclusive Live Odds Sports Betting partner in time for the Big Game.