The Super Bowl LV matchup between the Kansas City Chiefs and Tampa Bay Buccaneers will see 23.2 million Americans wager an estimated $4.3 billion, according to American Gaming Association (AGA) research.
With the legal options available in 21 jurisdictions and consumers moving toward the legal market, Super Bowl LIV is expected to generate the largest single-event legal handle in American sports betting history. A record 7.6 million Super Bowl bettors will bet with online sportsbooks this year, up 63 percent year-over-year.
1.4 million Americans plan to bet in-person at a sportsbook, down 61 percent from 2020.
1.8 million bettors plan to place a bet with a bookie, a decrease of 21 percent from 2020.
4.5 million Americans plan to place a pool, squares, or similar bet, down 19 percent.
11.9 million Americans planning to bet casually with friends, down 18 percent.
56 percent of bettors plan to bet on the Chiefs while 44 percent plan to bet on the Buccaneers.
While AGA’s 2020 Survey of American Sports Bettors showed there is consumer confusion over the legal status of many online sportsbooks, consumers feel it is important to bet legally: 65 percent of expected Super Bowl bettors say it is important for themselves personally to use a legal, regulated sportsbook for their bets.
As awareness and availability of legal betting options grows, so do the benefits to consumers: 34 percent of Americans remember seeing responsible gaming messaging in the past year, up five percent from 2020. Super Bowl bettors were even more likely to see responsibility content, with 53 percent seeing responsible gaming messaging in the past year.
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 AGA between Jan. 25-27, 2021, among a national sample of 2,198 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.