London, 5 February 2026 – More fans in the UK than ever are expected to stay up through the night for Super Bowl, as excitement builds ahead of what Entain can reveal is the unlikeliest matchup in NFL history based on preseason odds.

New data from Entain – the global sports betting and gaming group – shows year-on-year growth in late night betting engagement, underscoring the NFL’s rapid rise as a primetime entertainment moment for fans despite the late Sunday kick-off.

Three things you need to know about Super Bowl:

  • UK fans are staying up in record numbers: Late night engagement continues to climb, with unique UK bet slips placed after midnight rising for three consecutive years and total late-night activity up 13% since 2023.
  • Prop markets are back and bigger than ever: Global bets on the Gatorade Bowl colour have surged 357% over the last five years. This year’s most popular pick among bettors is now Green. Meanwhile, coin toss (Heads) is the leading novelty market.
  • The most unlikely matchup in NFL history: No two teams have ever overturned longer combined odds to reach the Super Bowl. Preseason odds: Seahawks at 60/1 and Patriots at 80/1 – making this the unlikeliest Super Bowl matchup on record.

Greg Ferris, Managing Director, Sports at Entain, said:

“This season has highlighted just how big the NFL now is in the UK. We’re seeing more fans than ever staying up through the night, engaging with the game, and embracing the unique culture around Super Bowl viewing. From the surge in late night activity, it’s clear that the Super Bowl is no longer just an American event, but a global spectacle, and the UK now has one of the most passionate and fast-growing fan bases in the world.”

 About Entain plc

Entain plc (LSE: ENT) is a FTSE100 company and is one of the world’s largest sports betting and gaming groups, operating both online and in the retail sector. The Group owns a comprehensive portfolio of established brands; Sports brands include BetCity, bwin, Coral, Crystalbet, Eurobet, Ladbrokes, Neds, Sportingbet, Sports Interaction, STS and SuperSport; Gaming brands include Foxy Bingo, Gala, GiocoDigitale, Ninja Casino, Optibet, Partypoker and PartyCasino. The group operates the TAB NZ brand as part of a long-term strategic partnership with TAB New Zealand. The Group owns proprietary technology across all its core product verticals and in addition to its B2C operations provides services to a number of third-party customers on a B2B basis.

The Group has a 50/50 joint venture, BetMGM, a leader in sports betting and iGaming in the US. Entain provides the technology and capabilities which power BetMGM as well as exclusive games and products, specially developed at its in-house gaming studios. The Group is tax resident in the UK and is the only global operator to exclusively operate in domestically regulated or regulating markets operating in over 30 territories.

Entain is a leader in ESG, a member of FTSE4Good, the DJSI and is AA rated by MSCI. For more information see the Group’s website: www.entaingroup.com.