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 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.

UK fans are staying up in record numbers: Late night engagement continues to climb, with unique UK bets 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.”