Super Bowl betting is becoming mainstream – but risk sits just beneath the surface

Sports betting has become an increasingly visible part of the Super Bowl experience. What was once a niche activity is now a normalized add-on for millions of viewers, woven into broadcasts, advertising, and conversations around the game. But while betting participation is rising, our research shows that confidence, caution, and risk-taking coexist in uneasy balance.

Drawing on a nationally representative survey of 2,000 working-age US consumers, this article explores who bets on the Super Bowl, how much they spend, and the financial mindsets shaping those decisions – revealing where gambling poses potential risks for both consumers and the brands that serve them.

Super Bowl betting interest is growing

Gambling is becoming a more prominent draw for Super Bowl viewers. Between 2025 and 2026, the proportion of respondents citing betting as a reason to watch rose from 10% to 14%, signalling continued normalisation of sports betting within mainstream entertainment.

That said, betting is far from universal. Four in ten respondents (40%) say they definitely will not place a bet on the Super Bowl, making this the single most common response. By comparison, 22% say they definitely will bet, with a further 17% saying they probably will – bringing total likely participation to 39%. A further 22% remain undecided, suggesting a sizable group could still be swayed either way.

In absolute terms, those who definitely won’t bet outnumber those who definitely will by 18 percentage points. This gap underlines an important reality for financial and betting brands alike: while gambling is growing, it still sits alongside strong resistance and hesitation.

Demographics sharpen this picture. Men are far more likely to bet than women. Nearly a third of men (31%) say they definitely will place a bet, compared with just 14% of women. When combining definite and probable bettors, 51% of men plan to bet versus only 27% of women. Half of women say they definitely won’t bet, compared with 29% of men, highlighting a pronounced gender divide in both appetite and aversion.

Age reveals further nuance. Adults aged 25–34 are the most engaged bettors, with 51% either definitely or probably planning to place a bet. At the other end of the spectrum, resistance increases sharply with age: 57% of 55–64 year olds say they definitely won’t bet. Interestingly, 18–24 year olds also show relatively low enthusiasm, with 41% definitely ruling out betting – higher than any group except the oldest cohort.

Most bets are modest – but spending risk isn’t evenly distributed

Among those who do plan to bet, most keep their wagers relatively small. A majority (55%) say they will place bets of $50 or less, including 26% who plan to spend under $25 and 29% who expect to wager between $25 and $50. This $25–$50 range is the single most popular betting amount across the board.

Mid-range spending is also common. Nearly a quarter of bettors (23%) plan to spend between $51 and $100, while higher-value bets are less frequent. Thirteen percent expect to wager $101–$200, and just 10% combined plan to spend more than $200 per bet.

However, these averages mask meaningful differences. Female bettors tend to be more conservative, with 62% wagering under $50, compared with 51% of men. Men are twice as likely to place bets over $250 (6% vs 3%), and more likely overall to venture into higher spending brackets above $100.

Age again plays a defining role. While the $25–$50 range is the most popular across all age groups, younger bettors are more prone to larger wagers. Among 18–24 year olds, 26% plan to bet over $100, compared with just 10% of those aged 55–64. Older bettors are the most cautious, with 38% of 55–64s spending under $25 and none betting between $201 and $250.

Regionally, patterns vary. The Midwest shows the strongest concentration in the $25–$50 bracket at 38%, while West Coast bettors are nearly twice as likely as other regions to place bets over $250. 

Confidence, optimism, and impulse collide on game day

Beyond how much people plan to bet lies a more concerning layer: how bettors expect things to play out. The most common betting mindset is optimism. Forty-two percent of bettors say they are placing bets assuming they’ll win something back, a belief that holds remarkably steady across genders, ages, income levels, and regions.

At the same time, nearly three in ten bettors (28%) admit they might bet more than they plan to in the heat of the excitement. Younger bettors are particularly susceptible, with 34% of 18–24 year olds anticipating this behaviour, compared with 26% of those aged 45 and over.

A smaller but significant group acknowledges deeper risk. Sixteen percent say they’ll bet enough to regret it if they lose, and 13% plan to bet more than their partner knows about. Among 35–44 year olds, secret betting peaks at 21%, double the rate seen among those aged 45 and above.

Advertising also plays a role. Men are more likely than women to say betting ads will influence their choices (18% vs 14%), while influence is strongest among younger and middle-aged adults. Income adds another dimension: higher earners are more likely to admit they may bet impulsively (35% vs 25% of lower earners) and to be swayed by advertising, while lower earners are more likely to say they’d regret losses.

Notably, around one in ten bettors across all demographics say they are only watching the Super Bowl because of betting opportunities. While the event retains broad appeal beyond gambling, this signals that for a meaningful minority, betting has become the primary hook.

What this means for financial brands navigating Super Bowl betting

For financial services and betting-related brands, these findings present a dual responsibility. On one hand, Super Bowl betting is becoming more mainstream, particularly among men, younger adults, and higher earners. On the other, optimism bias, impulsive behaviour, and secrecy point to genuine financial risk for certain segments.

Brands operating in this space need to balance acquisition with protection. Clear spend controls, transparent odds, and well-timed reminders around limits may resonate with the large group of undecided or cautious bettors, while helping prevent harm among more impulsive users. The data also suggests opportunities for tailored messaging: younger bettors need guardrails against over-excitement, while older and lower-income audiences may require reassurance and clarity to avoid disengagement driven by fear of loss.

Crucially, this research reinforces the importance of ongoing behavioural insight. Betting intent, spending, and mindset shift year to year, and differ sharply by audience. Financial brands that regularly test assumptions, track emerging risk signals, and ground their Super Bowl strategies in real consumer behaviour will be positioned to grow sustainably in an increasingly normalised betting landscape.