NFL betting booms in UK and Ireland

Anchal Verma October 26, 2024

SiGMA news

Entain has reported a significant increase in NFL betting activity in the UK and Ireland following the 2024-25 season and three high-profile games in London.

According to report from Entain’s Ladbrokes and Coral brands, the number of people betting on the NFL has risen by 65 percent year-on-year, reflecting a major shift in the sport’s popularity across the region.

London games fuel betting frenzy

The three London games, held at Tottenham Hotspur Stadium and Wembley Stadium, contributed to a 51 percent increase in total stakes compared to the 2023 season. Fans were majorly drawn to matchups like the New York Jets vs. Minnesota Vikings and the Chicago Bears vs. Jacksonville Jaguars. The NFL’s international push has been a game-changer in the UK and Ireland.

Entain’s data shows a 60 percent rise in the number of bets placed and a 46 percent increase in the total stakes, reflecting the rising interest in both domestic and international NFL games.

Bets on anytime touchdown scorers have skyrocketed, with a 90 percent year-on-year increase. Players like Saquon Barkley, Travis Kelce, and Patrick Mahomes have become fan favourites, consistently drawing attention from bettors eager to predict their impact on the game. The surge in NFL betting has been driven not just by team performances, but by a growing interest in player-specific outcomes.

Greg Ferris, Managing Director for Sports at Entain, said, “During the last twenty years, the NFL has become truly international, with games taking place around the world, helping to grow a global fanbase.

“In the UK and Ireland, fans are not only betting more on the games in London but also on many of the prime-time games being staged in the US. This is evidence of a committed and knowledgeable NFL fanbase in the UK that continues to grow.”

This year hasn’t just been about NFL betting for Entain. The company also reported a record level of interest in the 2024 Paris Olympics. According to Entain, betting volume during the Paris Games was double that of the Tokyo 2020 Olympics, indicating a broader trend of increased sports betting engagement.