Entain has reported a significant increase in NFL betting activity in the UK and Ireland. The 2024/25 season has been much better than last year, with three high-level games in London.
Entain points to 65% growth in NFL betting
According to data from Entain’s Ladbrokes Coral brands, the number of British and Irish people betting on the NFL increased by 65% on the previous year, reflecting the sport’s growing appeal in the region.
This increased engagement was evident in several areas, including:
- 60% annual increase in the number of bets placed
- 46% increase in total bets
The London games, held at Tottenham Hotspur Stadium and Wembley Stadium, saw a 51% increase in total bets compared to 2023.
These games featured matchups like the New York Jets vs. Minnesota Vikings and Chicago Bears vs. Jacksonville Jaguars.
Then, as the fan base expands, betting on specific player outcomes, such as anytime touchdown scorers, has increased by nearly 90%. The most popular players are: Saquon Barkley, Travis Kelce and Patrick Mahomes.
Thus, commenting on these findings, Entain Sports Managing Director Greg Ferris stated: “Over the past 20 years, the NFL has become truly international. Their games are followed around the world, helping to grow their global fan base.”
“In the UK and Ireland, fans are not only betting more on games in London, but also on many of the primetime games being held in the US. In other words, it highlights a committed and well-informed NFL fan base in the UK that continues to grow.”
Additionally, Entain also reported record interest in Olympic betting earlier this year. The company recorded double the betting volume on the Paris Olympics compared to the previous Tokyo 2020 games.
