Super Bowl LX Betting Handle Expected to Reach Record $1.76 Billion

Super Bowl LX is on track to be another milestone moment for the U.S. sports betting industry.

The American Gaming Association projects that roughly $1.76 billion will be wagered legally on the game through U.S. sportsbooks, a figure that would set a record for the largest Super Bowl betting handle. If it holds, the total would reflect a nearly 27% increase from last year, continuing the rapid growth that has followed the expansion of legal betting across the country.

The estimate includes wagers placed with regulated sportsbooks operating in 39 states and the District of Columbia and is based on publicly reported figures from state gaming regulators. Other industry forecasts land in a similar range. Earlier this week, the Sports Betting Alliance, which represents several major sportsbook operators, projected approximately $1.71 billion in Super Bowl wagering.

Taken together, those projections point to a shared expectation across the industry: Super Bowl LX is likely to set another benchmark, even if the final number varies slightly.

Why Growth Isn’t Guaranteed to Accelerate

That doesn’t mean every observer expects the same pace of growth seen in recent years.

Some analysts believe Super Bowl betting volume at U.S. sportsbooks could level off compared to last season. One commonly cited reason is the absence of broader crossover storylines that have helped drive casual betting interest in past Super Bowls, matchups that reached well beyond the core football audience.

Another factor drawing attention is the rise of prediction markets. Super Bowl LX will be the second Super Bowl for platforms like Kalshi, which allow users to trade yes-or-no outcomes in a format closer to financial markets than traditional sportsbooks. Interest has grown quickly. More than $79 million was traded on the winner of the AFC Championship Game alone last week on Kalshi.

That activity doesn’t replace sportsbook wagering outright, but it does create an alternative for users who prefer simple, single-outcome markets, adding another layer of competition around major events.

Sportsbook Betting Remains Strong

Even with those dynamics in play, sportsbook data continues to show meaningful momentum.

New York, the largest legal sports betting market in the U.S., handled $26.3 billion in wagers during 2025, a nearly 15% increase from the previous year. Other large markets have followed similar paths as they mature, with steady gains driven by both retention and new users.

There’s also incremental growth coming from newly launched states. Missouri legalized sports betting last year and will contribute to Super Bowl wagering for the first time, adding to the national total.

“No single event brings fans together like the Super Bowl,” AGA president and CEO Bill Miller said in a statement, noting that the projected handle reflects how closely sports betting has become tied to the fan experience.

That perspective matches what sportsbooks experience each February: a spike not only from regular bettors, but from casual fans placing one or two wagers as part of the day.

Advertising Shifts and Early Betting Signals

Marketing around the Super Bowl continues to evolve alongside betting behavior. Fanatics Sportsbook will air its first Super Bowl advertisement this year, while overall sportsbook ad spending on linear television declined in 2025. Prediction market operators will not advertise during the broadcast.

At the betting window, early action has already included several high-profile wagers. U.S. sportsbooks have reported bets of $2 million and $1.2 million, both placed on the underdog New England Patriots. Meanwhile, the Seattle Seahawks opened as 4.5-point favorites at several major sportsbooks.

Whether the final handle lands closer to $1.7 billion or pushes beyond $1.76 billion, Super Bowl LX remains the biggest betting event on the U.S. sports calendar, even as how and where fans choose to wager continues to evolve.

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