For many years, American sport was just a fleeting glimpse for most British fans, often seen through quick highlights or late-night shows. But times have definitely changed. The NFL, NBA, MLB, and NHL have all built a solid following in the UK, and with that growth, a vibrant betting market has emerged. Operators licensed by the Gambling Commission now provide betting options on everything from Monday Night Football to the Stanley Cup Final, giving British bettors nearly as many choices for US events as they do for the Premier League.
A tale of two markets
The difference with the United States is quite remarkable. Up until 2018, a federal law kept legal sports betting mostly limited to Nevada. But everything changed when the Supreme Court overturned that law in Murphy v. NCAA, paving the way for states to start legalizing sports betting one after another. Virginia jumped on board with online sports betting in January 2021, and since then, a whole bunch of states have followed suit, each creating their own set of rules, tax rates, and licensing requirements.
In contrast, the UK has had a unified national framework in place since the Gambling Act of 2005, managed by the Gambling Commission. Here, operators need to be licensed and adhere to strict standards for age verification and player protection. Plus, many of them offer both sportsbook and casino games under a single account. If you’re curious about how the UK market stacks up, this guide to all online casinos in the UK gives a great overview of the operators, the casino games available, and the sports markets you can bet on.
The NFL leads the way
No American league has put in as much effort to win over British fans as the NFL. Since 2007, regular-season games have been held in London, starting at Wembley and later moving to the Tottenham Hotspur Stadium, which even has a special NFL playing surface beneath its football pitch. Several franchises have secured marketing rights in the UK, and the Jacksonville Jaguars, frequent visitors to Wembley, have really become a sort of adopted home team for Londoners.
This increased visibility has led to a surge in betting interest. Super Bowl Sunday has turned into one of the busiest nights for UK sportsbooks, even though the kickoff happens well after 11 PM British time. Fans can place bets on everything from the outright winner and the points spread to the total score, plus a seemingly endless array of player props, like passing yards and who will score the first touchdown.
Basketball, baseball and hockey
The NBA’s reach is truly global, fueled by star players who boast massive social media followings and a packed schedule that brings games almost every night from October through June. Regular-season matchups in London have played a big role in expanding the fanbase, and the league’s fast-paced action is perfect for in-play betting, where the odds can change with every single possession.
On the other hand, baseball has a smaller yet dedicated following in the UK. The MLB’s London Series games at the London Stadium have opened the sport up to new fans, and with a whopping 162 regular-season games per team, there’s no shortage of action for bettors to dive into. Popular betting options include run lines, totals, and pitcher-focused markets, especially for those who love crunching the numbers.
As for the NHL, which completes the big four. Ice hockey has established a solid presence in Britain, thanks to the Elite Ice Hockey League, and NHL betting options like puck lines and period betting are readily available for fans looking to get in on the action.
Why UK bettors are drawn in
One of the big draws is all about timing. A lot of US games kick off during the British evening or even overnight, perfectly filling those quiet moments when domestic football is taking a break. Plus, American sports come packed with a treasure trove of data—advanced stats are readily available for nearly every player and team, which is a dream come true for bettors who love to dig into the details.
There’s also this exciting sense of discovery. Since UK bookmakers set the odds for American events with an audience that usually knows less about them compared to English football, savvy punters can sometimes uncover great value that’s a bit trickier to find in the more familiar markets.
Bet responsibly
No matter which side of the Atlantic you find yourself on, remember that betting should be all about having fun, not about making a quick buck. It’s wise to set deposit limits, avoid chasing after losses, and take advantage of the safer gambling tools offered by licensed operators. If you’re in the UK, you can reach out to GamCare for free support, and in the U.S., there’s help available 24/7 at 1-800-GAMBLER.
This content is provided for informational purposes only and is not a substitute for professional advice. AFP editorial staff were not involved in the creation of this content.
If you or someone you know is struggling with a gambling problem, a helpline is available at 1-888-532-3500.
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