Entain reports that after the 2024/25 season and three high-profile London games, betting activity on the NFL in the UK and Ireland has significantly increased.
According to data from Entain's Ladbrokes and Coral brands, the number of British and Irish people betting on the NFL has increased by 65% year-on-year, reflecting the growing appeal of the sport in the region.
This increase in participation is reflected in several areas, including a 60% year-on-year increase in the number of bets and a 46% increase in total stakes.
Total betting at the London games held at Tottenham Hotspur Stadium and Wembley Stadium increased by 51% compared to 2023.
The matchups for these games included the New York Jets versus the Minnesota Vikings, and the Chicago Bears versus the Jacksonville Jaguars.
As the fan base expands, betting on specific player outcomes (such as any time touchdown scorers) surged by nearly 90%, with popular players like Saquon Barkley, Travis Kelce, and Patrick Mahomes leading the way.
Greg Ferris, Entain's Sports General Manager, commented on these findings, saying: "Over the past twenty years, the NFL has truly gone international, with games held around the world, helping to expand the global fan base.
"In the UK and Ireland, fans are not only investing more money in the London games but also in many of the US prime time games. This demonstrates that the UK's NFL fan base is loyal and knowledgeable, and continues to grow."
Entain also reported that earlier this year, interest in betting on the Olympics reached record levels, with the volume of betting at this summer's Paris Olympics being double that of the previous 2020 Tokyo Olympics.
