It is all eyes on Santa Clara, California, as the New England Patriots prepare to take on the Seattle Seahawks at Levi’s Stadium in Super Bowl LX.
America’s No.1 sporting spectacle compresses the majority into a single week, as sportsbooks, prediction markets and regulators anticipate record-breaking betting activity, with new products and advertising strategies in focus.
In preparation, leading sportsbooks like FanDuel and DraftKings are expected to introduce parlay-style ‘combo’ products, aiming to capitalise on the popularity of parlays and attract users, particularly in states where sports betting remains illegal. Timing is crucial, with the Super Bowl being the largest annual wagering event in the US.
Prediction markets are ‘predictably’ gearing up. Polymarket is yet to expand its Super Bowl offerings in the US, though its international platform boasts a diverse array of contracts. Industry insiders have long speculated on Polymarket’s potential entry into the US market for football contracts, but time is running short ahead of the big game.
NFL advertising restrictions pose a challenge. While national broadcasts of the Super Bowl will not feature prediction market advertising, local affiliates may offer opportunities for regional placements, leading to a patchwork of marketing strategies reminiscent of early sportsbook advertising efforts.
Beyond traditional sports betting, pop-culture markets are seeing growth. Platforms are offering contracts on Super Bowl halftime performances and other entertainment-related events. Kalshi has a market on Bad Bunny’s opening song, with trading volume exceeding $1.5m. Other markets include potential celebrity appearances and ad placements.
Traditional sportsbooks are expanding prop-bet offerings, with operators publishing extensive Super Bowl menus covering player stats and novelty outcomes. This annual event is a key marketing tool for sportsbooks looking to capture attention.
Despite suggestions that celebrity gambling ads may have limited impact, sportsbooks remain committed to Super Bowl advertising. Fanatics has launched an ad featuring Kendall Jenner, and FanDuel and DraftKings are expected to follow suit, continuing their trend of significant Super Bowl ad spending in previous years.
