Entain Reports Record NFL Betting Growth in UK and Ireland

The NFL’s global footprint is growing, and so is the excitement among UK and Irish bettors. According to a new report from Entain, NFL betting activity in these regions has skyrocketed by an impressive 65% year-on-year, thanks to the 2024/25 NFL season and a string of high-profile London games. As more fans engage with the sport, especially with thrilling matchups both in London and the US, betting has expanded across multiple categories, particularly in player-specific outcomes. Find out how the NFL’s rising popularity in the UK and Ireland is shaping the sports betting landscape, and what trends are driving this surge.

Entain Reports Record NFL Betting Growth in UK and Ireland Amid 2024/25 Season

Entain, the global sports betting giant behind brands like Ladbrokes and Coral, has reported record-breaking NFL betting figures in the UK and Ireland. Data from the ongoing 2024/25 NFL season shows a 65% year-on-year growth in total bettors, reflecting the sport’s growing popularity outside of the US.

The rising interest in the NFL has been driven by multiple factors, including increased engagement with both London games and prime-time US matchups. This surge is evident in several key metrics, including a 60% rise in the number of bets placed and a 46% increase in total stakes compared to the previous year.

Key Points of Growth

1. London Games Spark Local Interest: The London-hosted NFL games at Tottenham Hotspur Stadium and Wembley Stadium have played a pivotal role in driving engagement. In fact, these matchups alone saw a 51% increase in total staking compared to 2023. High-profile games like the New York Jets vs. Minnesota Vikings and Chicago Bears vs. Jacksonville Jaguars have helped fuel this rise in betting activity.
2. Surge in Player Outcome Betting: The report also highlights a nearly 90% increase in bets on player-specific outcomes, such as anytime touchdown scorers. This trend reflects the growing sophistication and knowledge of the NFL fanbase in the UK and Ireland. Bettors are increasingly focusing on star players like Saquon Barkley, Travis Kelce, and Patrick Mahomes when placing their wagers, further deepening engagement with the sport.
3. Growing Knowledgeable Fanbase: According to Greg Ferris, Managing Director for Sports at Entain, the NFL’s global expansion has created a more knowledgeable and engaged fanbase. “Fans in the UK and Ireland are not only betting more on the games in London but also on many of the prime-time games being played in the US. This growth is clear evidence of a committed NFL fanbase in these regions,” Ferris stated.

The NFL’s growing global presence is translating into significant gains for sports betting operators like Entain. With a 65% rise in NFL betting in the UK and Ireland, and trends like player outcome betting seeing massive growth, the sport is becoming a major driver of revenue for betting platforms. As NFL games continue to attract more fans, both locally in London and through televised US matchups, the sports betting landscape in these regions is set to evolve further, offering new opportunities for bettors and operators alike.