Entain data shows British and Irish NFL handle at record levels
Operator notes a 65% increase in British and Irish players betting on NFL games with London-based fixtures helping to raise the popularity of the sport
Entain data has shown a significant spike in the number of British and Irish customers betting on NFL games after the 2024 season kicked off in September.
Figures from the operator’s Ladbrokes and Coral brands showed a 65% year-on-year (YOY) increase in the number of British and Irish customers betting on the sport.
The data also reported a 60% YOY increase in the number of bets placed, as well as a 46% increase in total handle YOY.
The week one game between the Philadelphia Eagles and the Green Bay Packers was the most popular game among British and Irish players so far this season.
That was followed by the San Francisco 49ers versus the New York Jets in second place, with the Kansas City Chiefs versus the Baltimore Ravens taking third place.
Entain’s statistics also noted the role of the NFL London games in driving up betting interest on its Ladbrokes and Coral brands.
The three London-based fixtures this season – the Chicago Bears versus the Jacksonville Jaguars, the New England Patriots versus the Jacksonville Jaguars and the Minnesota Vikings versus the New York Jets – came sixth, ninth, and 10th respectively on the list of most popular NFL games for Entain customers to bet on this season.
The London games were played during weeks five, six, and seven of the 2024 regular season.
Overall, handle for the London games increased 51% YOY, with each match proving more popular than the previous year.
In terms of bet types, Entain said the moneyline is still the most popular choice for British and Irish bettors, but betting on anytime touchdown scorers has increased nearly 90% this season.
Greg Ferris, managing director for sports at Entain, said: “During the last twenty years, the NFL has become truly international, with games taking place around the world, helping to grow a global fanbase.
“In the UK and Ireland, fans are not only betting more on the games in London but also on many of the prime-time games being staged in the US. This is evidence of a committed and knowledgeable NFL fanbase in the UK that continues to grow.”