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Over 50 Million Americans to Place Bets Totaling $16bn on the 2023 Super Bowl

  • The estimated total handle for this year’s Super Bowl is double last year’s
  • The Philadelphia Eagles are a slight favorite over the Kansas City Chiefs in Super Bowl LVII
  • An AGA report estimates that 30 million adult Americans will place a traditional sports bet
  • Legal sports betting markets are up and running in 33 states and Washington, D.C.
Andrew O’Malley

Friends watching football
The total betting handle for this year’s Super Bowl is estimated to be $16bn, which would be almost double last year’s handle. [Image: Shutterstock.com]

Huge level of interest

As the popularity level of sports betting in the US continues to climb, the total handle for Super Bowl LVII is expected to be almost double last year’s figure. In a report released Tuesday, the American Gaming Association (AGA) lays out projections for Sunday’s big game between the Kansas City Chiefs and the Philadelphia Eagles.

a 61% year-on-year increase

The AGA estimates that over 50 million Americans will place a wager on Super Bowl LVII, which would be a 61% year-on-year increase.

The total projected betting handle this time around is $16bn. Bettors appear to be divided on who they think will win the big game, with 44% going for the Eagles and 44% going for the Chiefs. Most sportsbooks currently have the Eagles as the slight favorite.

Increasing engagement levels

The AGA report estimates that 30 million adult Americans will place a sports bet either through a bookie or an online or retail sportsbook. About 28 million people plan to make a casual bet with friends or take part in some sort of pool contest. Legal sports betting appears to be increasing interest in NFL games, with 34% of NFL fans saying that games are more exciting thanks to the regulated pastime.

To compile its estimates for the upcoming Super Bowl, the AGA commissioned Morning Consult to carry out an online survey of 2,199 adults nationwide.

The Super Bowl is the biggest annual sporting event for US sportsbooks, with many of them running lucrative promotions for bettors to encourage them to sign up for a sportsbook account. One of the more exciting promotions sees FanDuel bettors potentially receiving a share of $10m in free bets if former star tight end Rob Gronkowski scores a field goal during a live FanDuel Super Bowl commercial.

Expansion of the legal sports betting sector

Talking about the challenges that the industry faces with continued sports betting expansion, AGA president and CEO Bill Miller said: “….the gaming industry remains committed to responsibly delivering world class entertainment, educating consumers about how to bet responsibly, and combating illegal gambling.”

While the major US sportsbook operators have been spending a lot of money to acquire customers, some of them are hoping to start turning a profit this year.

Legal sports betting markets are up and running in 33 states and in Washington D.C at the moment. Another three states have legalized the activity, but sportsbooks have not yet gone live. About 57% of the US population now lives in a state with a legal sports betting market.

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