Who’s betting on the Super Bowl LVII and how?
February 1st, 2023, Kineree Shah

Who’s betting on the Super Bowl LVII and how?

With the Philadelphia Eagles and Kansas City Chiefs all set to clash at Super Bowl LVII, it's not just the players and fans that are excited about one of the biggest sporting events of the year.  For many betting businesses, the Super Bowl is an opportunity to attract new customers. A new YouGov poll reveals how America’s Super Bowl bettors intend to place bets, their attitudes and what factors are most important to them.

Out of 1,154 respondents polled more than a quarter say they have placed/ will place a bet on the Super bowl (28%). Of this subset, one in 10 say they have placed/ will place a bet with friends (10%). Nearly the same percentage say they will place a bet using an online sportsbook account that they have already opened (8%). A significant number of consumers say they will be placing a wager using a new online sportsbook account that they haven't yet opened (4%), a massive opportunity for sportsbooks.

Digging into the attitudes of respondents who have placed/ will place a bet on the Super bowl, three in five say polled say betting is a big part of enjoying the game (60%) while more than two-thirds say the game is more interesting to watch after they have bet on it (69%). A similar percentage of respondents are likely to say people are betting on the game more than they used to (66%), suggesting that sports gambling is getting increasingly popular – at least in the circle of these bettors.

When it comes to losing bets, more than half say they expect to lose money (55%), however a significant proportion is optimistic (38%). Seven in 10 respondents say they expect to use special offers and promotions provided by sportsbook providers (70%). This suggests that promotions have become critical for providers to retain customers and grow share.

For Americans who plan to place a bet on the game, the general understanding of the teams' previous results is the most important factor when choosing how to place their bet, with about a fifth saying so (22%). The odds and the team respondents' support are important to a sizable proportion (15% each) as are hunches or gut feelings.

Other factors that bettor view as important are tips given to them (14%), methods or strategy (11%), and promotions or offers (11%).

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YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on 24-25 January 2023 with a nationally representative sample of 1,154 adults in the US (aged 18+ years), using a questionnaire designed by YouGov. The survey was carried out online. Data figures have been weighted and representative of all adults in US (aged 18+ years). Learn more about YouGov Surveys: Serviced.

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