Key points:
- NFL betting in the UK and Ireland has risen, driven by increased engagement with London games and US matchups
- Bets placed and total stakes increased by 60% and 46%, respectively
- Betting on player outcomes, particularly anytime touchdown scorers, has grown by 90% in popularity
Entain has reported a significant rise in NFL betting activity in the UK and Ireland, following the 2024/ 25 season and three high-profile London games.
According to data from Entain’s Ladbrokes and Coral brands, the number of Brits and Irish betting on the NFL has risen by 65% year-on-year, reflecting the sport’s growing appeal in the region.
This increased engagement has been evident across multiple areas, including a 60% year-on-year increase in the number of bets placed and a 46% rise in total stakes.
The London games, held at Tottenham Hotspur Stadium and Wembley Stadium, saw a 51% increase in total staking compared to 2023.
These games featured matchups such as the New York Jets vs. Minnesota Vikings and the Chicago Bears vs. Jacksonville Jaguars.
As the fanbase expands, betting on player-specific outcomes like anytime touchdown scorers has surged by nearly 90%, with popular players such as Saquon Barkley, Travis Kelce and Patrick Mahomes topping the list.
Commenting on these findings, Entain’s Managing Director for Sports, Greg Ferris, stated: “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.”
In related news, Entain also reported record interest in Olympic betting earlier this year, with the company recording double the amount of betting volume at this summer’s Paris Olympics compared to the previous Tokyo 2020 games.
