The Super Bowl is one of the biggest sporting events in the world, and it draws millions of viewers from the United States. But what about the UK? Does anyone across the Atlantic actually care about the NFL’s grand finale, or is it just another American spectacle with little relevance overseas?
Super Bowl Viewership in the UK
Interest in the Super Bowl has grown steadily in the UK over the past decade. While it’s nowhere near as popular as football (the kind played with a round ball), more British viewers are tuning in each year. In 2024, a record-breaking 3.4 million people watched the game on Sky Sports and ITV, marking a 48% increase from the previous year. Younger viewers played a significant role in this surge, with those under 35 making up a large portion of the audience.
Bars across London and other major cities now host Super Bowl watch parties, drawing both American expats and local fans. Some venues stay open late, offering an authentic US-style experience with burgers, wings, and plenty of beer. While the Super Bowl may never reach the same level of national obsession as the FA Cup final, it’s clear that UK interest in the event is growing.
Betting on the Super Bowl in the UK
Another sign that Brits are paying attention to the Super Bowl is the betting market. UK sportsbooks now offer extensive Super Bowl betting options, covering everything from the winner and point spread to prop bets on player performances and even the length of the national anthem.
For those looking to wager outside traditional UK sportsbooks, some choose to bet with sites not on GamStop to access different odds and promotions. These sites operate independently of UK self-exclusion programs, but anyone using them should make sure they’re legitimate and trustworthy.
The Super Bowl’s unpredictability makes it an exciting event for betting enthusiasts. Some bets focus on statistics like passing yards or touchdowns, while others are more unusual—such as whether the halftime show performer will wear a hat or what color Gatorade will be dumped on the winning coach.
Super Bowl 2025: Odds and Results
Leading up to the 2025 Super Bowl, oddsmakers had the Kansas City Chiefs as slight favorites over the Philadelphia Eagles, with a 1.5-point spread. The expected total points (over/under) was set at 48.5, predicting a high-scoring game.
The actual outcome? A dominant performance by the Eagles, who stunned the Chiefs with a 40-22 victory. This dashed Kansas City’s hopes of winning three straight titles, a feat never achieved in the modern NFL era.
The game wasn’t just about the score, though. A dramatic halftime performance, questionable referee calls, and a thrilling fourth-quarter push by Philadelphia made it a memorable night for fans and bettors alike.
Why the Super Bowl is Gaining Popularity in the UK?
Several factors explain why the UK audience is warming up to the Super Bowl:
- Regular NFL games in London: The NFL now plays multiple games in London each season, increasing familiarity with the sport. Wembley, Tottenham Hotspur Stadium, and even potential future venues are drawing big crowds for these matchups.
- Media coverage: Sky Sports and ITV provide in-depth Super Bowl coverage, complete with pre-game analysis and post-game breakdowns. This makes it easier for new fans to understand the game’s intricacies.
- Cultural appeal: The Super Bowl is more than just a sporting event. The halftime show, star-studded commercials, and overall spectacle attract viewers who might not usually watch American football.
- Growing fantasy football leagues: More UK fans are joining NFL fantasy leagues, which encourages them to follow the season and culminates in the excitement of the Super Bowl.
- Increased social buzz: Social media plays a massive role in making the Super Bowl a global event. Whether it’s memes about the halftime show, reactions to controversial calls, or real-time betting updates, platforms like X (Twitter), Instagram, and TikTok keep the conversation going.
Is the Super Bowl a Big Deal in the UK?
It’s not on the same level as Premier League football, but the Super Bowl has found its place in the UK’s sports calendar. More Brits are watching, betting, and engaging with the game than ever before. As the NFL continues to expand its international reach, the Super Bowl’s presence in the UK will likely keep growing.
For now, it’s still a niche event compared to traditional British sports, but each February, more people are staying up late, grabbing a beer, and enjoying the biggest night in American football.
