The biggest betting bonanza in world sport–worth an estimated US$30 billion (£22.33bn)–kicked-off early this morning (September 5 BST 02:20hrs), with the start of the new American NFL football season.
Reigning champions the Philadelphia Eagles, who totally outclassed the storied Kansas City Chiefs in Super Bowl L1X (59), 40-22, in February, earlier this year, are joint favourites to retain their crown.
And in keeping with tradition as champs, the Eagles, led by their outstanding quarterback Jalon Hurts, opened the new 2025 season – the 106th season of the NFL (National Football League).
The Phillies hosted the super-wealthy, under-achieving Dallas Cowboys, so-called “America’s Team”, better known today for the glamour of their high-kicking cheerleaders than hold on silverware, at their Citizens Bank Park home ground, “The Bank”.
They managed a winning start by squeezing out a narrow 24-2o victory over their opponents.
Staggering
According to The American Gaming Association (AGA) U.S. bettors will wager a staggering US$30 billion (£22.33bn) on this year’s NFL season, which ends with Super Bowl LX (60) on Sunday, February 8, 2026, at the Levi’s Stadium, Santa Clara, California, home of the San Francisco 49ers.
How much money is wagered on illicit or off-sore sites during the season is anyone’s guess. But you can be sure it will run into billions of dollars.
The AGA estimates that the NFL betting handle will grow by just under 10 percent this season, with a big expansion of player prop markets and the introduction of microbetting options, which may cut into the lure of illicit wagering.
A number of UK- and Europe-facing sports books, among them BETBY and Flutter’s Paddy Power, have now hitched their pull to the NFL bandwagon.
Microbetting
Malta-based BETBY are laying great store on launching microbetting, for example, which will offer bets on touchdown scores and scorers of all permutations.
“The NFL is one of the most followed and engaging sports competitions in the world, and we are thrilled to expand our coverage with official data-driven markets,” explained Kirill Nekrasov, the Head of Sportsbook Product at BETBY.
“By introducing a wider range of player props alongside microbetting opportunities, we are giving our partners the tools to deliver a far more immersive experience to their users throughout the entire season.”
With Ireland set to host an NFL regular season game for the first time–at Dublin’s 82,000-capacity sporting cathedral, Croke Park–, Paddy Power, with perfect timing, has now become the league’s official UK and Ireland sportsbook partner – and launched its new game, Paddy Power NFL Showdown.
NFL Showdown will give customers the opportunity to predict match results through a number of quick-fire questions, with weekly jackpots on offer.
Favourites
Players will also enter a season-long leaderboard to win even more exclusive prizes.
“NFL as a sport is reaching new heights across the UK&I and, with the first ever game taking place in Ireland at the end of the month, there felt like no better time to come on board,” affirmed Paddy Power’s Marketing MD, Michelle Spillane.
“We can’t wait to enhance the fan experience around the Dublin and London games with events, activations and the usual Paddy mischief.”
As for who are the current betting favourites to win the storied Vince Lombardi trophy, this rests with the Phillies and Baltimore Ravens at a joint +650.
My favourites The Kansas City Chiefs, led by the spectacular Patrick Mahomes, are riding fourth just behind perennial also-rans the Buffalo Bills, at +750.
It could very well be The Eagles v. The Chiefs for a third year in four.
I guess I’ll have to settle for a Philly cheesesteak.
