Record 26 Million Americans to Wager on Super Bowl LIV
By David Forman, Sr. Director, Research, American Gaming Association

A record 26 million American adults plan to wager approximately $6.8 billion on the NFL championship between the Kansas City Chiefs and San Francisco 49ers. The findings from the American Gaming Association’s (AGA) most recent survey reflect the growth of the legal market since last year’s big game. Today, legal sports betting in the U.S. has nearly doubled to 14 active markets, with seven more close behind. 

Key findings from the survey of 2,200 American adults, conducted by Morning Consult, include:

  • 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.
  • 52 percent say they will bet on the Kansas City Chiefs, while 48 percent will bet on the San Francisco 49ers.

What makes this Super Bowl noteworthy is that millions of Americans, many of whom have historically bet through the illegal market, will be able to legally place a bet in their home states for the first time. This marks a critical departure from Americans relying on the offshore, illegal market that offers no protections for consumers or games.
Viewership for NFL games rose five percent in 2019, up another five points from the year before. This is yet another example of how the NFL will earn approximately $2.3 billion annually due to increased fan engagement from sports betting. Previous AGA research found that 75 percent of NFL bettors say they are more likely to watch a game they have bet on, and sports bettors are more interested in the NFL than any other professional sports league.

With the continued expansion of legal sports betting, the AGA and our members remain committed to forging a culture of responsibility in the budding U.S. market. Protecting consumers is critical to sustaining a thriving U.S. sports betting market that benefits everyone.