Super Bowl LIX is expected to attract 153% more bettors compared to 2023 and 48% more than 2024, according to data from Optimove Insights. The projection is based on 759 million bets analyzed during three NFL seasons (2022-2025).
The report highlights the consistent growth in betting engagement on the championship.
NFL growth by phase:
- Super Bowl:
- 2022–2023 season: reference (100%).
- 2023–2024 season: jump to 205%.
- 2024–2025 season: forecast of 253%, equivalent to an increase of 153% compared to 2023 and 48% compared to 2024.
- Regular season:
- From 100% in 2022–2023 to 200% in 2023–24 and projected 260% in 2024–25.
- Playoffs:
- Evolution from 100% (2022–23) to 188% (2023–24) and 223% in the current season.
Furthermore, research shows that personalized marketing strategies can increase player engagement and the value generated over time. For betting operators, this represents clear opportunities for growth in the face of the increasingly active NFL audience.
Impact of the Super Bowl on the betting market
The increase in betting reflects a robust trend: interest in American football continues to rise in the US and globally. As a result, companies in the sector need to adapt communications and promotions to users’ individual preferences to maintain a competitive advantage.
According to Optimove, platforms that use data to personalize campaigns record up to 33% more financial return per customer. The company reinforces that actions focused on the bettor’s profile – and not just on products – are essential for lasting results.
Super Bowl 2025
The clash between the Kansas City Chiefs and Philadelphia Eagles will take place at Caesars Superdome, in New Orleans, on Sunday (09).
The American Gaming Association (AGA) released this Tuesday (4) its annual estimate for betting on Super Bowl LIX, adopting a different approach compared to previous years.
Under the AGA, US sports bettors should legally move a record $1.39 billion into Super Bowl LIX.
