Super Bowl and casinos: how the football event affects the gambling industry

Every year, as winter draws to a close, America prepares to watch the Super Bowl, the final battle of the National Football League. This exciting event not only attracts over a hundred million viewers, but also significantly affects the revenues of many industries, especially gambling. The intriguing connection between the Super Bowl and the world of gambling £2 minimum deposit casino uk reveals the dynamic interplay between sports enthusiasm, betting and business strategies that drive economic growth.

This grand event is arguably the most influential sporting event in the United States. Since its inception in 1967, the match has been intertwined with the gambling industry, showing a gradually growing influence that matches the popularity of the event. Here we delve into the history of the Super Bowl, examining its impact on the gambling industry based on established facts and illustrating its growth trajectory.

The early days and the end of the century: a growing interest

In the early days of the Super Bowl, there was only minimal gambling, mainly due to federal laws that made sports gambling illegal. However, that didn’t stop the informal pools and gentleman’s bets that did take place. Jimmy “The Greek” Snyder officially announced the betting odds for Super Bowl XIII on national television, marking the unofficial beginning of the connection between the Super Bowl and the gambling industry.

Throughout the 1990s and early 2000s, Super Bowl gambling became much more prominent. Nevada, the only state where sports betting was legal, consistently reported record Super Bowl wagers.

Since 1991, Super Bowl wagers totalled 15.4 million. By 2000, that number had doubled to over 30 million.

Advent of online gambling and fantasy football (late 2000s – 2018)

The development of the internet, Casino and Science has led to a dramatic change in the way gambling is conducted at the Super Bowl. Online gambling has allowed millions of fans around the world to place bets. Fantasy football, while not strictly a gambling game, has sparked a similar betting excitement among fans.ESPN and Yahoo began offering their services around 2005.

A new era: after 2018

This is where the case took a steep turn. In May 2018, the U.S. Supreme Court ruled in Murphy v. NCAA (formerly known as Christie v. NCAA) to strike down the Professional and Amateur Sports Protection Act of 1992. This law effectively outlawed sports betting nationwide (with the exception of a few states such as Nevada). With this landmark decision, each state can now legalise sports betting if they wish.

Immediately after this decision, Delaware, New Jersey and several other states quickly began legalising sports gambling. By the time Super Bowl LIII rolls around in 2019, six states have legalised sports betting, offering individuals the opportunity to bet on regulated markets. The report says that about 6 million people have placed legal bets on this Super Bowl.

According to media giant CNN $16 billion was bet legally and illegally on Super Bowl 2023 from 50 million viewers. Once legalised in every state, the amount of Super Bowl betting is expected to grow exponentially every year.

The appeal of the Super Bowl to the gambling industry is due to several key factors:

  • Popularity and viewership

The Super Bowl is not just another football game; it is a cultural phenomenon. More than 100 million people attend the event each year, and the sheer scale of the event attracts all types of spectators and players – from seasoned punters to those making their first bet on sports.

  • Scale of stakes

Because of the sheer number of spectators, Super Bowl betting volume makes up a significant portion of the total sports betting volume for the year. People bet on all aspects of the game, from who will win (moneyline betting) to point spreads, totals, and even very specific proposition (prop) bets.

  • Prop bets

Speaking of prop bets, these are particularly attractive features of Super Bowl betting. They include wagers on non-sports aspects of the game, such as the colour of the Gatorade poured on the winning coach, the length of the national anthem or the song sung by the halftime show artist. The variety and exciting nature of these bets attract a wider audience and generate additional revenue for the gambling industry.

  • Increased liquidity

due to the high volume of bets due to the Super Bowl, bookmakers’ liquidity is increased. This means they have a larger pool of bets to balance with, which reduces risk and improves their ability to set profitable odds.

  • Social acceptability

More than any other sporting event, the Super Bowl has a level of social acceptability for betting that attracts people who don’t often participate in sports betting. Office pools, parties, and friendly betting are more common during the Super Bowl.

  • High stakes game

As the last game of the NFL season, the Super Bowl is a high stakes event that inherently draws more attention to gambling. The lure of large potential winnings is a strength of the gambling industry.

  • Marketing opportunities

The Super Bowl also represents a great advertising opportunity for the gambling industry. With the legalisation of sports betting in many states and the rise of online betting, betting agencies are using this time to advertise their platforms and offer special promotions, attracting more people to bet on the Super Bowl.

  • Global interest

Although the Super Bowl is a US-centric event, it is generating interest around the world. As such, international betting platforms are also seeing an increase in activity around the Super Bowl. The Super Bowl’s worldwide reputation makes it a global betting event, spreading its influence beyond its home country.

The betting craze: an economic powerhouse

The Super Bowl, being the most popular football telecast in the United States, is the site of a lot of legal and illegal betting. The American Gaming Association estimates that around $4.7 billion was wagered on Super Bowl LI in 2017, giving an idea of the enormous impact the event has on the casino industry.

Since the Supreme Court struck down the ban on sports betting in 2018, the number of legal sports betting sites has grown exponentially, adding fuel to the growing fire of Super Bowl betting. According to US tabloid CBS 34% of fans said legalised betting made watching the game more exciting.

Casino games are not the only ones benefiting from the Super Bowl’s prosperity: stock betting, betting on futures and bookmakers are also witnessing a significant influx of bets. Betting options that include details such as the length of the national anthem or the colour of the Gatorade shower add an element of fun and variety to fairly mundane predictions of team performances.

Deviation in casino gambling and revenue models

Revenue generation is not the only impact of the Super Bowl on the casino industry. The event leads to obvious deviations in gambling habits among those who bet frequently and crowds of people who gather specifically to gamble. A growing trend observed is a shift away from traditional forms of gambling. In the weeks before the Super Bowl, casinos that are usually full of activity around slot machines and blackjack tables become quieter.

In contrast, the sports betting sections of casinos and online betting sites see a surge in traffic. This change effectively alters the way casinos operate at this time of year, as they actively promote their betting sites and minimise the marketing efforts associated with traditional casino games.

Moreover, the Super Bowl is now affecting casinos not only in the US, but around the world thanks to the expansion of online betting platforms. With the increasing availability of access to overseas gambling sites, international audiences can also participate in the betting frenzy, resulting in increased revenue for casinos around the world.

Technological advances in the casino industry

There are many ways in which the Super Bowl contributes to technological advancements in the gaming industry. The increased demand for a seamless and efficient betting experience during the Super Bowl is driving casinos to invest in technology to improve the customer experience. They offer mobile sports betting apps, live betting options, and state-of-the-art security measures. In an era where the majority of betting is done virtually, these features are becoming increasingly important to the success of the casino.

Looking to the future: capitalising on the impact of the event

As the Super Bowl continues to grow in popularity, its impact on the casino and gambling industry only promises to increase over time. As more states look to legalise sports betting, they can create a regulated environment where players can safely engage in their entertainment.

Moreover, casinos should capitalise on the mass appeal of the Super Bowl by improving their marketing strategies and maintaining a technological edge. Timely investments and upgrades in security, website infrastructure and customer service will secure their position in this fast-paced digital race.


The impact of the Super Bowl on the gaming industry is undeniable. It is changing revenue structures, altering customer behaviour and driving technological advancements. This legendary football event acts as an important catalyst in shaping the future of the casino industry, and highlights the growing symbiosis between sport and gambling. While we look forward to the next Super Bowl, the gambling industry is watching with keen interest, ready to capitalise on the huge opportunities this mega-event offers.


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