More fans in the UK are staying up through the night to watch the Super Bowl, according to new data from Entain. The figures point to steady growth in Super Bowl UK betting despite the late kick-off. Late-night engagement and novelty markets are playing a growing role in activity levels.

• Entain data shows UK late-night betting has increased for the third year in a row. Unique bet slips placed after midnight continue to rise year-on-year. Overall late-night activity linked to the Super Bowl is up 13% since 2023.

• Ladbrokes Coral figures indicate more UK fans are watching the Super Bowl live rather than catching up later. Betting patterns suggest the NFL is gaining ground as an overnight viewing event. Super Bowl UK betting now reflects stronger engagement across the full game window.

• Prop and novelty markets continue to attract strong interest from bettors. Global bets on the Gatorade colour market have risen 357% over the past five years. Coin toss betting, with Heads as the most popular outcome, remains the leading novelty market.

• This year’s Super Bowl matchup is the most unlikely based on preseason odds. The Seattle Seahawks were priced at 60/1 and the New England Patriots at 80/1 before the season started. No previous Super Bowl pairing has had longer combined preseason odds.

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