Paris Olympics surge betting activity across Entain brands

According to sports betting firm Entain, this year’s Paris Summer Olympic Games were the most popular edition of the competition to date. 

Data attributed to Entain’s brands operating across the UK, Europe and the US – including bwin, BetMGM US, Ladbrokes and Coral – shows that global punters have doubled their betting volumes compared to the Tokyo Summer Olympics three years ago. 

The FTSE betting firm contributed part of the event’s success to the more favourable time zone in which it took place compared to the one in Tokyo, offering a more convenient option to watch and bet on the games. 

Divided by bet volume, the most popular sport during the 2024 Paris Olympic Games was basketball, followed by football and tennis. Volleyball came in fourth, while swimming managed to enter the top 10 for the first time, replacing Water Polo for the final place. 

The men’s basketball final between the US and France was the most popular event, amassing “massive” interest for Entain’s BetMGM US-based business and across other regions. 

Athletics was the eighth most popular sport, with the most popular event from this discipline for Entain being the men’s 100m final. American Noah Lyles secured the victory after his previous shaky performance in the heats and semi finals, with odds jumping from 5/4 to 9/2 in his favour. 

A Surge in bets was also seen for sports such as Swimming, Hockey, Rowing, Surfing, Archery, Canoeing, and Climbing – “all of which doubled their betting volume compared to the Tokyo Olympics”, Entain added.

Arild Ostbo, Head of Sports at Entain, said: “This was an unforgettable Olympics in Paris where global superstars showcased their athletic prowess. The world’s biggest sports event continues to grow in popularity and betting interest. 

“For our customers, the time zone of Paris compared to Tokyo three years ago provided a much better window for people to engage and bet on.”