In a nail-biting fourth quarter, the Kansas City Chiefs came from behind to beat the San Francisco 49ers 31-20 in Super Bowl LIV. Approximately 3 million more American adults were expected to wager on Sunday’s game than last year, according to data released last week by Morning Consult. The data, culled from a survey and released by the American Gaming Association, included these figures:
- More than one in 10 American adults planned to bet on Super Bowl LIV, which was played this year at Hard Rock Stadium in Miami Gardens, Florida
- Of the 26 million Americans expected to wager, close to 4 million planned to place a bet in person at a brick-and-mortar sportsbook, a 25 percent increase from last year
- Nearly 5 million were expected to 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 planned to wager with a bookie, in a pool or squares contest, or casually with family or friends
- 52 percent said they would bet on the Kansas City Chiefs, while 48 percent said they would bet on the San Francisco 49ers
“With 14 operational markets and another seven close behind, Americans have never before had so many opportunities to wager on the Super Bowl in a safe and legal manner, and clearly, they are getting in on the action,” said Bill Miller, president and CEO of the AGA. “With increased visitation to legal sportsbooks, we are successfully drawing bettors away from the predatory illegal market.”
Viewership for NFL games rose 5 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.
“I have absolute confidence that Americans didn’t start betting on sports when the Professional and Amateur Sports Protection Act was overturned,” continued Miller. “What makes this year’s Super Bowl remarkable is that more fans than ever before will have the reassurance that the integrity of their bets on the big game will be preserved. The continued expansion of legal sports betting—to the detriment of the illegal market—truly benefits all stakeholders, from enhanced fan engagement for teams to added tax revenue for state and local economies.”
For the sports leagues, more bettors have translated into more engagement. Previous AGA research found that 75 percent of NFL bettors said they are likely to watch a game they have bet. NFL viewership was up 5 percent in 2019, and another 5 points the year before.
“It’s good for fans, the leagues, teams, regulators and constituents,” said Miller.
The halftime show at the Hard Rock—which often generates as much excitement as the game—starred Jennifer Lopez and included cameos from DJ Khaled, Alex Rodriguez, Pitbull and Steven Van Zandt.
Hard Rock International debuted its first Big Game commercial at the end of the first half of the event broadcast on February 2.
