Record Bets on Super Bowl at Entain Sportsbooks

Entain, a leading gambling operator, recently reported an impressive increase in betting activity for the Super Bowl hosted at Allegiant Stadium in Las Vegas on February 11. The event, featuring a clash between NFL’s Kansas City and San Francisco teams, not only attracted a huge domestic audience but also saw a significant spike in international interest. This global attention translated into a noticeable uptick in wagers, particularly from the UK and European markets.

The company’s digital sportsbook brands, including Coral, Ladbrokes, and bwin, experienced a 12% boost in bets from the UK and Europe compared to the previous year. Moreover, Entain’s partnership with MGM through BetMGM showcased a record-setting engagement, with the number of bets for the recent Super Bowl exceeding last year’s by over 30%. The platform also welcomed a 72% increase in new customer registrations and a 51% rise in female bettors.

Significantly, Ladbrokes and Coral reported a 74% surge in the volume of UK bets on the Super Bowl since 2020. Furthermore, there was a 217% increase in female bettors from the UK, and their participation has grown by 86% since 2020, indicating a successful expansion of the sport’s appeal among diverse audiences.

Sameer Deen, Entain’s Chief Commercial Officer, highlighted Las Vegas’s global draw for sporting events, stating, “Las Vegas is the epicentre of entertainment and last Sunday’s Big Game was evidence that the city is drawing in global crowds for these types of sporting events. It was an opportunity for us to innovate our sportsbook offer, enabling us to provide our UK & European customers with an even greater variety of sporting events, as well as being part of a global fanbase.”

Additionally, BetMGM’s recent partnership with the social media platform X, becoming its exclusive Live Odds Sports Betting partner, was strategically timed ahead of the Big Game, further amplifying its reach and engagement with sports betting enthusiasts.