A record number of American adults, around 68 million, are expected to bet on this year’s Super Bowl, with a projected $23.1 billion in wagers, including both legal and illegal bets.
The growing availability of legal sports betting in the U.S. is likely to contribute to this trend, with 42.7 million adults planning to place online or retail sportsbook bets.
The game’s matchup, location in Las Vegas, and the influence of pop superstar Taylor Swift are cited as factors driving increased betting activity.
“There’s a good chance that every Super Bowl for the next ten or so years will be the most bet Super Bowl thanks to the underlying growth of regulated sports betting in the U.S.,” gambling analyst Chris Grove said.
“I think the ‘Taylor Swift effect’ will be more obviously felt in terms of the total number of people watching and betting on the game than it will be in the total dollars bet on the game,” Grove said.
“But there’s little doubt that sportsbooks will be seeing Swifties sign up that otherwise would not have given sports betting a second thought,” he said.
However, concerns about compulsive gambling have been raised, and organizations are urging bettors to set limits and seek help if needed.
Industry forecasts suggest significant betting activity from various states, with live in-game bets expected to make up a substantial portion of legal bets.
“The game-watching experience has become more immersive than ever before,” Tipico Sportsbook senior vice president Brian Becker said.
“As we approach Super Bowl Sunday, we also expect the festivities in Las Vegas to have a ripple effect across the country and entice more fans to place bets than in years past with the microscope of media and advertising on Vegas culture.”
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