Super Bowl LX will be a showdown between the Seattle Seahawks and the New England Patriots – nonetheless, data from Entain suggests that more UK fans are going to be staying up late to watch the event than ever before.
Greg Ferris, Managing Director of Sports at Entain, has reflected on the NFL season, saying that it 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.”
If, as the operator predicts, this edition of the event does yield a record amount of engagement from UK fans, it will be the fourth consecutive year where that has been the case.
Since 2023, the total amount of “late-night activity” recorded by Entain around the Super Bowl is up by 13%, with the number of unique UK betting slips placed after midnight climbing each year.
Ferris continues: “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’s research also includes some details on the types of bets that have been trending recently.
Prop bets are bigger than ever according to the operator, with bets on the Gatorade shower colour surging 357% globally over the last five years – green was the most popular pick this year.
The outcome of the coin toss is seemingly proving to be the most popular novelty market.
Entain is part of a 50/50 group venture with MGM Resorts, BetMGM, which has a major presence in the US online sports betting landscape and will be eagerly anticipating the Super Bowl.
Entain has also revealed that no two teams have ever overturned longer combined odds to reach the Super Bowl – the Seahawks preseason odds were 60/1, with the Patriots at 80/1
