Entain Predicts Late-night Super Bowl Betting Surge Among UK Customers

Entain is expecting strong betting engagement from its UK customer base late into the night for Sunday’s Super Bowl.

The Ladbrokes and Coral owner said the number of Super Bowl bet slips placed after midnight has increased for three consecutive years.

Late-night activity overall is up 13 per cent since 2023, the operator added, noting that the NFL has seen a “rapid rise” in UK betting engagement in recent years.

The company also reported growing interest in Gatorade Bowl colour bets, which involve predicting the colour of the drink poured over the winning coach. Globally, wagers on this market have climbed by 357 per cent at Entain over the past five years.

“This season has highlighted just how big the NFL now is in the UK. We’re seeing more fans than ever staying up through the night, engaging with the game and embracing the unique culture around Super Bowl viewing,” said Greg Ferris, Entain’s managing director of sports.

“From the surge in late night activity, it’s clear that the Super Bowl is no longer just an American event, but a global spectacle, and the UK now has one of the most passionate and fast-growing fan bases in the world.”

Entain added that this year’s clash between the Seattle Seahawks and New England Patriots is the “unlikeliest Super Bowl matchup on record,” with the teams priced at 60/1 and 80/1 respectively.

American sports deliver for Entain

The recent rise in NFL betting forms part of a broader uplift across American sports for Entain.

In January, the company revealed that NBA betting has grown significantly in popularity, driven by the league’s expansion into Europe.

France recorded “one of the most impressive uplifts in stakes across the entire tour,” with betting activity during the NBA’s Paris stop last year increasing by 241 per cent compared with a typical NBA week.

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