NFL: an estimated total of $23.1bn in sports bets in the USA for the 2024 Super Bowl in Las Vegas

Super Bowl LVIII (National Football League) will pit the Kansas City Chiefs against the San Francisco 49ers at Allegiant Stadium in Las Vegas (Nevada, USA) on 11/02/2024 (kick-off 15:30 local time, 00:30 CET on 12/02/2024).

Nearly 67.8 million Americans plan to bet on the event (up 35% from 2023), with record wagering estimated at $23.1bn (€21.4m, up from $16bn in 2023), according to the American Gaming Association (AGA). "As the Super Bowl comes to Las Vegas for the first time, this year's record interest in wagering marks a full circle moment for the US gaming industry. Our priority remains getting this opportunity right by providing the consumer protections only a regulated market can guarantee and investing in responsible gambling tools, safeguards and education," said Bill Miller, president and CEO of the AGA.

As for advertising rates during the event, brands were expected to pay an average of $7m (€6.5m) for a 30-second spot, according to American media. Uber Eats (food delivery service), Pringles (a crisps brand from American company Kellogg's), Bud Light (American beer brand…