NFL’s Big Game Sees Surge in International Bets

20.02.2024

The NFL’s season climax at Allegiant Stadium in Las Vegas not only showcased a thrilling encounter between Kansas City and San Francisco but also underscored the game’s burgeoning global appeal.

Entain, a global frontrunner in sports betting and gaming, revealed a notable uptick in international betting activity, highlighting the NFL’s expanding global fanbase.

International Betting Trends

Entain’s brands, including Coral, Ladbrokes, and bwin, registered a 12% increase in bets from the UK and Europe compared to the previous year. Remarkably, Ladbrokes and Coral in the UK experienced a 74% surge in bets since 2020, indicating a growing European interest in American football.

The data also illuminated a significant diversification in the NFL’s fanbase, with a 217% increase in female bettors in the UK, emphasizing the sport’s success in attracting a broader audience.

US Market Enthusiasm

In the US, the heartland of NFL fandom, the excitement was palpable, with a 30% year-over-year increase in the total number of bets. Furthermore, there was a notable 51% rise in female bettors, underscoring the inclusive appeal of the event.

Sameer Deen, Entain’s Chief Commercial Officer, lauded Las Vegas’s role as an entertainment hub. “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 tandem with the event, BetMGM introduced a new app in Nevada, enriching the betting experience for local NFL fans. Their Big Game TV commercial, featuring sports and entertainment icons, alongside a strategic partnership with social media platform X, marked significant milestones in engaging with a wider audience.

Our Comment on the Article

The NFL’s Big Game transcends geographical boundaries, evolving into a global spectacle that captivates audiences worldwide. The surge in international betting and the diversification of the fanbase reflect the universal appeal of the sport.

As the NFL continues to embrace this global audience, partnerships like that of Entain and BetMGM play a crucial role in shaping an inclusive and engaging experience for fans around the world. This global engagement not only broadens the sport’s horizons but also enriches the cultural tapestry of its fanbase.