Entain reveals the most bet-on sporting events of 2025

Entain, a leading global sports betting and gaming company, has released its annual analysis of the most bet-on sporting events worldwide for 2025. The report draws on data from Entain’s international sportsbook brands, including BetMGM in the United States, providing an in-depth snapshot of betting activity across multiple continents.

This study excludes certain markets, including Australia, Eurobet, CEE, Enlabs and Crystalbet, focusing instead on core global regions where Entain’s operations have a significant presence. It offers insight into how bettors interact with high-profile sports events, revealing clear patterns in global wagering behavior and preferences.

Horse racing remains the most popular betting sport globally

Horse racing continued to dominate the betting landscape in 2025, demonstrating enduring appeal across multiple demographics. The Grand National emerged as the single most bet-on event worldwide, confirming its status as a sporting spectacle that transcends traditional racing enthusiasts and resonates with the broader sporting public.

Other British races also featured prominently in the top betting events. The Cheltenham Gold Cup and the Coral Scottish Grand National secured high positions, highlighting the ongoing influence of UK horse racing in the global betting market. Notably, several races staged on the Friday of the Cheltenham Festival reached the top 50, emphasizing the festival’s importance as a cornerstone of the racing calendar.

Greg Ferris, Entain’s Managing Director of Sports, commented: “From Cheltenham to the Super Bowl and from Champions League to the Libertadores Final, this list shows how our customers’ interests span continents and sports. The Grand National and the Super Bowl are cultural phenomena that transcend sports and are annual traditions for recreational customers.”

American football maintains a strong international footprint

American football, particularly the National Football League (NFL), retained its position as a key driver of global betting activity. The Super Bowl ranked as the second most bet-on event of 2025, demonstrating its continued appeal beyond the United States.

In addition to the Super Bowl, the AFC and NFC Championship games generated substantial wagering volumes, indicating sustained interest throughout the NFL postseason. Stand-alone televised games, including prime-time regular-season fixtures and early-season matchups, also attracted significant betting activity, showing that single events, rather than the broader league schedule, remain central to wagering engagement.

Global football betting focused on decisive fixtures

Globally, football betting in 2025 was dominated by decisive matches rather than routine league play. The UEFA Champions League Final, Club World Cup Final and Nations League Final all ranked among the top 10 most bet-on events. South America’s Copa Libertadores Final also emerged as a major highlight, illustrating the continent’s continued enthusiasm for football wagering.

Champions League semi-finals and quarterfinals appeared repeatedly in the rankings, confirming the tournament’s universal appeal across betting markets. At the domestic level, the fixture between Manchester United and Liverpool became the most popular club match globally, appearing twice among the top 50 events.

Interestingly, the only Premier League game to feature on the list was a Boxing Day match between Manchester United and Newcastle United. This reflects both the global prominence of the Premier League and the enduring international influence of certain high-profile clubs.

Golf sees notable changes in betting trends

Golf demonstrated one of the most significant shifts in betting behavior during 2025. The Masters climbed into the top three most bet-on events, marking a major increase in interest. No other golf major reached the top 50, suggesting that bettors are increasingly drawn to singular, high-prestige tournaments with a clear narrative and competitive stakes.

This trend aligns with broader patterns observed in other sports, where one-off events with historical significance, global visibility and high-stakes outcomes tend to attract the largest betting volumes.

Insights into bettor preferences

Entain’s analysis highlights several clear tendencies among bettors:

Preference for high-profile, one-off events: From horse racing’s Grand National to the NFL’s Super Bowl and the Champions League Final, bettors gravitate toward events that combine tradition, global visibility and competitive jeopardy.

Global diversity in interests: The top 50 most bet-on events span multiple continents and sports, including horse racing, football, American football, golf and tennis, reflecting the broad reach of Entain’s sportsbook operations.

Cultural resonance matters: Many top events are cultural phenomena in addition to being sporting contests, offering entertainment value and social significance beyond the competitive results.

Greg Ferris emphasized this point, noting that “the breadth of the top 50 illustrates the company’s worldwide footprint and the varied interests of its customer base.”

Key events shaping the 2025 betting calendar

Analyzing the global betting landscape reveals specific events that consistently attract high wagering volumes:

• Horse racing: The Grand National, Cheltenham Gold Cup, Coral Scottish Grand National and several Cheltenham Festival races dominate attention.
• American football: The Super Bowl, AFC Championship, NFC Championship and high-profile regular-season games drive significant engagement.
• Football: UEFA Champions League Final, Club World Cup Final, Nations League Final, Copa Libertadores Final and marquee domestic club matches such as Manchester United versus Liverpool.
• Golf: The Masters, demonstrating a rising betting interest in major golf tournaments.

This range of events underscores a clear global appetite for competitions that offer both entertainment and high-stakes outcomes, reflecting a mix of tradition, competitiveness and media coverage.

Global betting trends and future outlook

Entain’s data provides valuable insights into broader trends in international sports betting. One notable finding is that bettors increasingly favor events that provide narratives beyond the competition itself. For example, traditional rivalries in football, historic horse races and championship deciders in American football all attract attention far beyond their core fanbases.

The international reach of these events also highlights the impact of digital platforms in connecting bettors from different regions. As sportsbooks continue to offer live in-play betting, enhanced odds and digital engagement features, the global footprint of high-profile sporting events is likely to expand further.

The rise of events like The Masters in the top three illustrates that even sports previously considered niche for betting can experience surges in popularity when packaged effectively and broadcast globally.

Conclusion

Entain’s 2025 analysis of the most bet-on sporting events offers a comprehensive view of global wagering behavior. Horse racing continues to dominate, American football maintains a strong international presence and football betting is concentrated on high-profile, decisive matches rather than league play. Golf and other sports demonstrate the potential for growth in betting engagement when presented as major events with historical or cultural significance.

Overall, the study highlights that betting activity is shaped not only by the sport itself but also by the cultural resonance, media coverage and competitive stakes of events. Entain’s global presence and diverse sportsbook offerings provide a clear lens through which to view these trends, offering valuable insight for industry observers, regulators and market participants.

FAQs

What was the most bet-on sporting event worldwide in 2025?
The Grand National emerged as the single most bet-on sporting event globally in 2025.

Which American football game ranked highest in betting activity?
The Super Bowl was the second most bet-on event overall and led American football wagering internationally.

How did horse racing perform in global betting trends?
Horse racing maintained strong popularity, with multiple British races, including the Cheltenham Gold Cup and Coral Scottish Grand National, appearing in the top rankings.

Which football matches attracted the most betting attention?
Decisive fixtures such as the UEFA Champions League Final, Club World Cup Final, Nations League Final, Copa Libertadores Final and Manchester United versus Liverpool were the most bet-on football matches.

Did any domestic league games appear in the top 50?
Yes, a Boxing Day Premier League match between Manchester United and Newcastle United was the only domestic league game in the top 50.

Which golf tournament saw a notable rise in betting interest?
The Masters climbed into the top three most bet-on events of 2025.

What factors influence global betting trends according to Entain?
Bettors favor high-profile, one-off events with tradition, competitive jeopardy and global visibility. Cultural resonance and media coverage also play key roles.

How does digital engagement affect betting patterns?
Digital platforms facilitate live in-play betting, improved odds and real-time engagement, expanding global reach and wagering activity.

What sports are included in Entain’s top 50 bet-on events?
Horse racing, American football, football and golf are the primary sports in the top 50 most bet-on events of 2025.

What does Entain’s data suggest about future betting trends?
The data indicates that global interest will continue to favor marquee events with cultural significance and historical prestige, while digital platforms will further increase international participation.