Last year, Super Bowl LVIII was the most-watched TV program in U.S. history, with 123.7 million viewers between traditional and streaming platforms catching the action — and that wasn’t the only record set. 

More than $185 million was bet with sportsbooks, $32 million more than the Super Bowl prior, making it the most-bet-on sporting event ever. Obliterating the previous record, nearly 68 million American adults, or about one in four, bet on the Big Game, according to the American Gaming Association.

When the Philadelphia Eagles take on the defending champion Kansas City Chiefs on February 8 in Super Bowl LIX in New Orleans, the smart money is that the gambling record books will be rewritten once again. 

Since last year’s overtime contest, North Carolina has legalized sports betting, raising the total number of states, along with Washington, DC, where it is permitted in some form to 38, according to the AGA’s interactive sports betting map.

“Sports betting has become such an integral part of how fans are consuming the game,” says Chris Console, EVP and North America sports lead at Burson. “It’s become a part of mainstream culture, broadening the audience to casual fans who are now actively engaged in every NFL game.” 

“From a comms standpoint, it also speaks to the gravitational pull of sports consumption over second screens, with fans using them not only to keep track of the action on the field but also their sports bets, whether a live wager or prop bet,” he adds. 

With a likely record-breaking betting frenzy in full swing, and odds and predictions an active part of media coverage and game-day conversations, many online sportsbooks are vying to be the go-to platform for fans. 

One betting platform that is returning to a tried-and-true recipe is FanDuel, the largest online sportsbook operator, which is bringing back itsKick of Destiny campaign for a third-consecutive NFL championship. It stars brothers and former NFL quarterbacks Peyton and Eli Manning, who will face off in a field goal challenge. FanDuel users can place their pick for free, and if they guess correctly, win a share of $10 million in bonus bets. 

Chris Jones, VP of communications at FanDuel, says the sportsbook wants to build on the success of its previous Kick of Destiny iterations, which featured four-time Super Bowl winner Rob Gronkowski.

“The Super Bowl is a seminal moment for our business that makes our platform one of the many ways that our customers experience the game,” he says. “That has always been a driving strategy with the Kick of Destiny, how can we make our advertisement a part of the game in the same way we are? As we enter the third installment of Kick of Destiny, we’ve been able to tap into the sibling rivalry of the Manning brothers.”

That includes a trailer released two weeks ago on YouTube promoting the field goal showdown, which will be broadcast live during the Fox Super Bowl Pregame Show. The trailer, which also features the Manning brothers’ father, Archie, a former NFL quarterback himself, humorously imagines that Eli always wanted to be a kicker, leading to chiding from his older brother, Peyton. It was created by Wieden+Kennedy, which will also edit in real-time a recap commercial of the Kick of Destiny scheduled at the start of the Super Bowl broadcast. FanDuel will also run a second ad during the game. 

MikeWorldWide, FanDuel’s PR AOR for six years running, is supporting the effort, including in real-time leading up to and during Super Bowl Sunday, ready to react to potential opportunities on social media or otherwise, says the agency’s president, Bret Werner. 

“Gronk might have missed those kicks, but it was all about creating those memorable, live-action moments that got people talking and tuning in,” he says. “Real-time [marketing] is an absolute must. This also applies before kickoff. During one of the previous Kick of Destiny campaigns, we found a video of Gronk kicking a field goal in high school. His high school coach had it in the attic and we immediately had that up on FanDuel’s social the week of the game.”

Describing MikeWorldWide’s relationship with FanDuel as a “partnership,” Werner adds “We’re always looking to add new aspects to the program.”

But if there’s a “tried-and-true approach” to Kick of Destiny, no matter the iteration, it’s that “we approach this not just as a sports endeavor, but ensure it lives in entertainment, business and general pop culture,” explains Werner. “The majority of America embraces the Super Bowl, and we want to interact with them wherever they are consuming information and get them engaged.”

DraftKings, which is running neck and neck with FanDuel to be the leading U.S. sportsbook, has built a playbook of activations for the Big Game, including on the ground in New Orleans. 

“The Super Bowl is one of DraftKings’ biggest days of the year. It’s a unique moment when sports, entertainment and culture collide, drawing in both avid bettors and casual fans,” says Sabrina Macias, SVP of global comms and corporate social responsibility at DraftKings. “This heightened excitement translates into record customer engagement and significant brand visibility.”

A significant part of DraftKings’ Super Bowl activation strategy is its “Bet $5, Get $200 in Bonus Bets” welcome offer, complemented by other exclusive promotions like King of the End Zone, featuring a $5 million prize aimed at driving positive engagement and sentiment. 

“These offers aren’t just about acquiring new customers — they also help re-engage existing players,” says Macias. “To ensure maximum impact, we take a multi-channel approach, leveraging earned media, influencer collaborations, digital and social content and paid campaigns. This integrated strategy allows us to differentiate DraftKings while building anticipation leading up to game day.” 

She notes that responsible gaming messaging is also “woven into the very fabric of DraftKings,” with the promotion of tools and resources to help players play responsibly while also encouraging them to set budgets on their deposit amounts, play time and size of bets. 

Outside of the welcome offer, “we fully embrace the scale of the event by rolling out marquee promotions, maintaining a strong presence on media row, hosting high-profile events and influencers and executing a multi-channel strategy designed to maximize engagement with our robust offerings throughout Super Bowl week,” says Macias.  

DraftKings is bringing back its Prop Bites collaboration with antacid treatment Tums from the last Super Bowl, which saw fans betting on food-related questions. With $40,000 in total prizes, this year’s promotion features four free-to-play, food-based popularity pools — Tailgate Food, Spicy Food, Sweet Food and New Orleans Food — that have been running since January 6. 

“These co-branded activations are a fun way to engage a broader audience by tapping into off-the-field cultural aspects of the game,” says Macias. “Beyond brand partnerships, we’re also launching a Super Bowl sweepstakes in collaboration with Venmo and United Way of Southeast Louisiana.” 

Fans attending its Super Bowl party can donate to the United Way of Southeast Louisiana via the Venmo app and enter to win a meet-and-greet with a special guest who will be performing at the event. 

“This activation not only enhances the fan experience, but also aligns with our commitment to supporting local communities in Super Bowl host cities through DraftKings S.E.R.V.E.S, our corporate social responsibility program,” she says. 

Over the years, DraftKings has seen the positive impact of “a well-executed on-the-ground strategy,” says Macias. “Our approach this year reflects those learnings of building brand affinity, deepening customer engagement, and generating excitement leading up to kickoff.”

DraftKings is partnering with Los-Angeles-based firms H.wood, a hospitality and lifestyle marketing company, and sports agency Klutch on exclusive parties in New Orleans. It’s also curating events through its Dynasty Rewards loyalty program and joining the Super Bowl Host Committee Parade the Saturday before the game. 

“More broadly, our data fuels the Super Bowl betting experience nationwide. Our teams are actively tracking and sharing insights on how odds are shifting, where betting action is trending, and which markets are generating the most interest,” adds Macias. “Prop bets, especially fan-favorite novelty wagers like the Gatorade shower color, continue to drive engagement, and these insights help shape the broader Super Bowl conversation to build excitement for fans everywhere.”

NBA superstar LeBron James and former NFL tight end Greg Olsen are among the famous names DraftKings will tap as spokespeople to amplify brand messaging. 

“Their involvement helps us engage fans in a more personal and dynamic way, further driving visibility across social and digital platforms,” says Macias. 

FanDuel and DraftKings may be the biggest sportsbooks out there, but they’re not the only ones in an increasingly competitive online betting marketplace. 

There’s also ESPN Bet, a newly branded online sportsbook operated by Penn Entertainment. ESPN personalities such as Get Up and Sunday NFL Countdown host Mike Greenberg and sports betting analyst Tyler Fulghum will do media interviews during Super Bowl LIX week with radio stations located where ESPN Bet is accessible. They’ll make fans aware of what ESPN Bet is offering, including a $1 million Big Game Giveaway where bettors who opt-in and place cash wagers have a chance to win a share of $250,000 cash or $750,000 in bonus bets. The draw will happen during Sunday NFL Countdown on Super Bowl Sunday. 

ESPN is also planning “Props Week,” where the shows Get Up, First Take and SportsCenter will focus on different prop themes. 

Another relatively new player, which launched early last year, Fanatics Sportsbook — from digital sports platform Fanatics, which also operates Fanatics Commerce and Fanatics Collectives — is driving awareness through events, including its Super Bowl party on February 8 in New Orleans. Travis Scott, Post Malone and Don Toliver were revealed on Wednesday as headliners on Page Six.