The American Gaming Association (AGA) believes that the total sum Americans will wager on the upcoming NFL season will reach $35bn, which would be a 30% increase from last year’s $26.7bn handle.

One reason for this estimated uptick is the rollout of sportsbooks in Vermont, North Carolina, and Maine, as well as Hard Rock Bet relaunching in Florida halfway through the 2023 season after a long-running legal battle that took its operations offline.

people in 38 states and Washington D.C. can legally wager on the action

When the NFL season kicks off on Thursday at Arrowhead Stadium as the Kansas City Chiefs take on the Baltimore Ravens, people in 38 states and Washington, D.C. can legally wager on the action.

Talking to CNBC about the importance of the NFL for US sportsbooks, FanDuel President Christian Genetski said it is the operator’s “biggest acquisition period of the year.” DraftKings noted that it takes more bets and a higher total handle on professional football than any other sports league.

Most major sportsbooks run enticing promotions ahead of the new football season to attract new customers and retain current users.

Talking about what is set to be another record-breaking period, AGA CEO and President Bill Miller said that Americans can place wagers “with the confidence that the legal sports betting market is prioritizing consumer protection and responsibility.”