A record 26 million, or more than one-in-ten American adults, will wager an estimated $6.8 billion on Super Bowl LIV. The survey, conducted by Morning Consult, shows approximately 3 million more American adults say they will wager on this year’s Super Bowl than last year.
With the expansion of legal sports betting in 2019, Americans have never had more opportunity to wager on the Super Bowl.
More than one-in-ten American adults plan to bet on Super Bowl LIV.
Of the 26 million Americans who will wager on the Super Bowl, close to 4 million will place a bet in person at a brick-and-mortar sportsbook, a 25 percent increase from last year.
Nearly 5 million will place a bet through an online or mobile platform, either through a licensed, legal operator or an illegal offshore book, a 19 percent increase from last year.
Millions more will wager with a bookie, in a pool or squares contest, or casually with family or friends.
Fans are nearly split with 52 percent saying they will bet on the Kansas City Chiefs, while 48 percent will bet on the San Francisco 49ers.
If done responsibly, sports betting is a significant opportunity for sports leagues to deepen fan engagement and unlock significant new revenue streams. Previous AGA research shows that 75 percent of NFL bettors say they are more likely to watch a game they bet on. The growth of the market means the NFL is starting to realize the $2.3 billion opportunity that comes from sports betting annually.
Morning Consult conducted the online survey on behalf of the American Gaming Association between Jan. 21-22, 2020, among a national sample of 2,200 adults. The data were weighted to approximate a target sample of adults based on age, race/ethnicity, gender, educational attainment, and region. The margin of error is +/-2 percent and greater among subgroups. Bettors include those who expect to place a bet online, with a bookie, with a casino sportsbook, in a pool or squares contest, or casually with family or friends.