Record 67.8M To Wager Estimated $23.1B On Super Bowl, Chiefs Over Niners
Tuesday, February 6, 2024 at 10:32PM By Barry Janoff
February 6, 2024: Due in large part of a convergence of supporting factors — including the game being played in Las Vegas and more people thann ever having access to legal sports wagering — a record 67.8 million adults in the U.S. are expected to bet on Super Bowl LVIII, a 35% increase from 2023, wagering an estimated $23.1 billion on the game, up from $16 billion during Super Bowl LVII.
In addition, with the expansion of legal sports betting, traditional Super Bowl wagers are expected to pass casual wagers for a second consecutive year, according to a just-released survey from the American Gaming Assn.
“As the Super Bowl comes to Las Vegas for the first time, this year's record interest in wagering marks a full circle moment for the U.S. gaming industry," American Gaming Assn. president and CEO Bill Miller said via the Washington D.C.-based organization.
For the game on CBS between the Kansas City Chiefs and San Francisco 49ers, 42.7 million adults in the U.S. plan to place a traditional sports wager online, at a retail sportsbook or with a bookie, up 41% from 2023.
Also, 36.5 million plan to bet casually with friends or as part of a pool or squares contest, up 32% from 2023, according to the American Gaming Assn. Some 28.7 million adults (11%) plan to place online wagers using a legal U.S. sportsbook.
On which team will the money go: 47% plan to wager on the Chiefs to win, 44% on the 49ers.
The American Gaming Assn. said 38 states and Washington, D.C currently feature live, legal sports betting markets; and that more than two-thirds of American adults (67%, 164M) live in a live, legal sports betting market.
The big numbers for the Big Game come as the NFL is placing more focus on the structure and impact of sports wagering.
"The integrity of our game is critical,” NFL commissioner Roger Goodell said during a media conference on Monday (Feb. 5), as reported by NFL.com.
“And so we spend a lot of time focusing on that, educating, making sure that all of our personnel are aware of our gambling policies, in this case or any other policy that can affect the integrity of our game.
“Ultimately, that's our primary job.”
According to Goodell, “This week coming in here, we wanted to make sure — not just the two teams, but every other club would likely have representatives here — we wanted to make sure they understood it, our league staff and everyone else, so that they understood exactly what our policies were here.
“They all understand the importance of it.”
Several players were suspended for violating the league's gambling policy during 2023. Goodell said he sent a memo to all 32 teams to reinforce the league's gambling policies ahead of Super Bowl week.
Prior to the 2023 season, the NFL, which has alliances with numerous sports wagering platforms, aligned with the American Gaming Assn. for its Have A Game Plan. Bet Responsibly PSA campaign.
Last year, the NFL also joined with MLB, MLS, Nascar, NBA, WNBA, NHL, NBCUniversal and Fox for the Coalition for Responsible Sports Betting Advertising, a “voluntary association of sports leagues and media entities committed to doing their part to help ensure a responsible approach to sports betting advertising.”
“We clarified our policy earlier this year, and it was to put the importance for our players betting on NFL games or inside information or anything that would negatively impact the integrity of our game is absolutely off limits,” said Goodell during his Super Bowl media conference.
Industry investments in responsible gambling continue to resonate, according to the American Gaming Assn.
“The majority of traditional Super Bowl bettors (75%) report seeing a responsible gambling message in the last year, up from 71% in 2023."
“The majority of traditional Super Bowl bettors (75%) report seeing a responsible gambling message in the last year, up from 71% in 2023. Meanwhile, 47% of all American adults recall hearing or seeing a responsible gambling message in the past year, up from 40 percent last year.,” according to the American Gaming Assn.
Said Miller, “Our priority remains getting this opportunity right by providing the consumer protections only a regulated market can guarantee and investing in responsible gambling tools, safeguards and education."
Morning Consult conducted the online survey on behalf of the American Gaming Assn. between Jan. 30-Feb. 1, among a national sample of 2,204 adults.
NFL Suspends Players For Gambling Violations
NFL Joins With American Gaming For ‘Bet Responsible’ Effort
Sports Leagues, Media Form Responsible Sports Bet Ad Coalition
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