NFL London 2024: Key takeaways from American Football betting boom

NFL London 2024: Key takeaways from American Football betting boom     

The NFL returned to London earlier this month, providing British American Football fans with its yearly fix of action inside Wembley and the new state-of-the-art Tottenham Hotspur Stadium.  

These annual events have cemented London as a critical destination in the NFL’s global expansion, transforming regular season games into a growing spectacle with legions of fans. 

This year was no exception, as fans witnessed plenty of drama on this side of the pond, capturing imaginations and widening the fanbase in ways that also expanded NFL betting in the UK. 

Touchdown in London

Since its debut in 2007, the NFL London series has grown into a cornerstone of the league’s international expansion, drawing increasing crowds and enthusiasm each year. London first hosted NFL games as part of an effort to introduce American football to a global audience, with Wembley Stadium at the centre of these events.  

The addition of the new Spurs ground in 2019 provided a dedicated NFL venue, allowing the league to expand its UK presence further. This year’s games continued the high attendance and engagement trend, showcasing the NFL’s rising popularity among British fans. 

This year’s NFL London series started with the Minnesota Vikings edging out the New York Jets 23-17 at Tottenham Hotspur Stadium.  The Jacksonville Jaguars then wrapped up the tour with a commanding 32-16 victory against the New England Patriots at Wembley Stadium to bounce back from losing to the Bears the week before.  

Why Is NFL betting taking off in the UK? 

The NFL’s rising popularity in the UK has been fuelled by sportsbooks making it easier than ever to bet on a wider range of sports, including American Football.  

Enhanced user interfaces and expanded betting options mean that fans now have more ways to engage with NFL games, especially during the London series. Coupled with stronger marketing efforts from the NFL, UK fans have found it increasingly accessible—and exciting—to place bets on NFL matchups, adding a fresh layer of thrill to the experience. 

While sports betting on the NFL has been traditionally popular in the US—where it’s now legal in 38 states—UK fans have begun to follow suit. Over recent years, search volumes around NFL betting in the UK have surged, reflecting this expanding interest in American football and its betting markets. 

NFL searches see impressive growth 

The peak of NFL betting in the UK traditionally revolves around the Super Bowl, but London games are now generating nearly as much interest. Search volumes for NFL betting saw a notable spike in September 2023, with a 57% rise in NFL-related betting searches, reaching an impressive 215,960.  

Although this year’s numbers slightly dipped to 206,000 – perhaps due to the change in teams and promotional offers provided by operators – they remain nearly double the average search volume for NFL betting throughout the regular season. This data indicates a steady increase in demand as UK fans engage more with the sport during high-profile events.  

According to recent statistics from Entain, a major player in the iGaming industry, the appetite for NFL betting in the UK has grown considerably. Betting on the NFL in the UK and Ireland is up by 65% year-on-year, and wagers placed have increased by 60%, with total stakes rising 46%. London games alone have led to a 51% increase in total stakes compared to 2023. The betting market has also seen a rise in player-specific bets, such as anytime touchdown scorers, with fans heavily favouring stars like Saquon Barkley, Travis Kelce, and Patrick Mahomes. 

Why this matters for the UK betting industry 

The rise of NFL betting in the UK represents a broader shift in the sports betting landscape, where fans are now embracing a wider variety of international sports.  

For betting operators and content curators, this growing interest in American football presents an opportunity to create specialised content that engages a niche, but growing audience.  

It’s clear that UK fans are invested in every touchdown, drive, and game-changing play—and betting has become an essential part of how they engage with the NFL. 

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With the NFL London series now complete, UK fans and bettors alike have the Super Bowl to look forward to early next year.  

At the time of writing, the Kansas City Chiefs lead the odds for Super Bowl LIX, followed closely by the Baltimore Ravens and the Detroit Lions. The Ravens have gained momentum after their recent victory over Tampa Bay, while the Chiefs look to defend their title amid solid competition. 

For sports enthusiasts intrigued by the NFL’s growth and its unique betting opportunities, the months ahead will be filled with excitement.  

Receptional’s team of specialist sports writers has covered the NFL for several years for multiple tier-one betting brands. We can collaborate with you to create a bespoke content plan that leverages trends and increased search popularity across the American Football season.  

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