Approximately $1.76 billion is expected to be bet on Super Bowl LX with U.S. sportsbooks, a nearly 27% year-over-year increase, according to the American Gaming Association.

The projected figure, which the AGA said would be a record, includes only wagers with U.S. legal sportsbooks, which operate in 39 states and the District of Columbia. The AGA used publicly reported numbers from state gaming regulators to create its estimate, which is in line with others.

Earlier this week, the Sports Betting Alliance (SBA), in partnership with gaming industry outlet Legal Sports Report, released an estimate of $1.71 billion to be wagered on the Super Bowl with U.S. sportsbooks. The SBA represents many of the largest online sportsbook operators in the U.S.

Some analysts, however, believe the betting interest on the Super Bowl will drop this year. Jordan Bender, an equity research analyst at Citizens, estimates Super Bowl betting at U.S. sportsbooks will drop 2% year-over-year.

"The decline in handle is driven by less of a story line this year with the Kansas City Chiefs/Philadelphia Eagles boasting key players like Patrick Mahomes and Saquon Barkley and notable figures like Taylor Swift, while prediction markets, already seeing impressive volume on the game, are creating some pressure in the legal market," Bender wrote in an analysis.

This will be the second Super Bowl for Kalshi, a leading prediction market that, along with other operators, has risen to prominence. Prediction markets are federally regulated and allow customers to trade on the yes/no outcome of events, including sports, similar to stocks. More than $79 million was traded on the winner of the AFC Championship Game last week at Kalshi.

Despite the increasing popularity of prediction markets, betting at U.S. sportsbooks remains strong. Bettors in New York, the largest sports betting market by volume, wagered a record $26.3 billion in 2025, a nearly 15% increase from 2024. Missouri launched its legal betting market last year and will add to the wagering in its first Super Bowl.

"No single event brings fans together like the Super Bowl, and this record figure shows just how much Americans enjoy sports betting as part of the experience," Bill Miller, AGA president and CEO, said in a news release.

Fanatics Sportsbook announced its first Super Bowl ad will air during halftime this year. Last year, FanDuel was the only sportsbook to air an ad during the Super Bowl, and sports betting advertising spent across linear TV dropped approximately 7% year-over-year to $442.5 million in 2025, according to iSpot.tv, a firm that measures marketing impact.

No ads for prediction market operators will be shown during the Super Bowl, as first reported by Front Office Sports and confirmed by ESPN.

Wagers of $2 million and $1.2 million -- both on the underdog New England Patriots -- have already been reported by U.S. sportsbooks for this Super Bowl. The Seattle Seahawks were 4.5-point favorites on Thursday at DraftKings Sportsbook.

There were no reported bets of $1 million or more on the last Super Bowl.