Discover the top 20 most popular sports for betting in the UK, ranked by both betting volume and bettor participation. Our report provides an in-depth analysis of the UK market, including data on sports like football and horse racing, the rise of eSports, and the significant impact of major events like the Grand National. Learn about key trends and the shift from retail to online betting.
The UK Sports Betting Market: A Multi-Faceted Analysis of Popularity, Key Drivers, and Emerging Trends
This report provides a detailed, data-driven analysis of the United Kingdom’s sports betting market, addressing the complex task of identifying the most popular sports for wagering. While a singular, definitive list of 20 sports is not available from the provided data, a clear and nuanced picture of the market can be constructed by analyzing popularity across three core metrics: Gross Gambling Yield (GGY), which measures operator revenue; participation rates, indicating the breadth of public engagement; and betting volume, which highlights the significance of individual events. The analysis reveals a market structured by a dominant duopoly, a diverse second tier of niche sports, and a powerful category of major one-off events that act as primary drivers of new customer acquisition.
The findings establish football and horse racing as the unequivocal financial and cultural pillars of the industry, generating the highest GGY and attracting the largest number of bettors. Simultaneously, a different kind of popularity is observed in sports like cricket and American leagues, which, while attracting fewer total participants, draw a higher concentration of high-spending, discerning punters. The report also highlights the market’s fundamental and irreversible shift towards online and mobile platforms, a trend that is fueling the rapid growth of new verticals like esports. This analysis provides a comprehensive framework for understanding the UK sports betting landscape, emphasizing that success in this market requires a multi-faceted strategy that recognizes the distinct value propositions of each sport and event.
1. Football and Horse Racing
This section examines the financial and cultural dominance of football and horse racing, which together form the bedrock of the UK sports betting market. The available financial data overwhelmingly supports their premier status, while a closer look at participation reveals the distinct ways each sport engages its audience.
1.1 Gross Gambling Yield (GGY) Analysis: The Financial Hierarchy
Football is the undisputed leader in the UK sports betting market in terms of Gross Gambling Yield, a key metric for measuring the revenue retained by operators after paying out winnings. The sport alone generates £1.1 billion in GGY annually from remote betting.1 This figure represents a substantial portion of the total £2.4 billion in GGY from remote betting.1 This financial contribution underscores football’s foundational role in the industry, highlighting its immense and consistent profitability. The sport’s dominance is further reinforced by the fact that it is the most bet-on sport by a considerable margin, with an annual turnover for off-course soccer betting reaching £1.58 billion.1
Horse racing stands as the clear second pillar of the market. While not matching football’s GGY, it generates a significant £771.1 million annually from remote betting.1 The consistent performance of these two sports provides a stable and predictable revenue stream for betting operators, with their combined GGY accounting for a vast majority of the remote betting market’s total value. The financial data alone makes it clear that any discussion of the UK’s most popular betting sports must begin and end with this dominant duo.
To provide a clear visualization of this financial hierarchy, the following table presents the GGY for the only two sports for which specific figures are available in the research material.
| Sport | Remote Betting GGY (FY 2023-2024) |
| Football | £1.1 billion |
| Horse Racing | £771.1 million |
This table is critical for a data-driven analysis as it provides the most concrete measure of a sport’s financial value to the industry. By presenting the GGY data side-by-side, it makes the immense gap between the top two and the rest of the market immediately apparent. The market’s financial structure is heavily concentrated at the top, a dynamic that influences everything from product development to marketing strategies.
1.2 Participation and Engagement: The Bettor’s Perspective
The financial metrics of GGY are complemented by data on participation and engagement, which reveal the different ways these sports appeal to the UK public. Football is a mass-market activity, with a YouGov survey indicating that seven in ten UK sports bettors have placed a wager on football in the last 12 months.2 This broad appeal is also reflected in Gambling Commission data from Q1 2025, which shows that 6% of all UK adults, and 11% of men, placed bets on live football.1 This widespread engagement demonstrates its immense reach beyond the core gambling demographic.
Horse racing, while second in overall participation, has a unique and powerful pull. The YouGov data shows that 55% of bettors have engaged with the sport in the past year, solidifying its position as the second most popular betting choice.2 This is largely driven by a single event, the Grand National, which is a magnet for casual punters.
An interesting dynamic emerges when GGY and participation are considered together with punter profiles. The data indicates that while football and horse racing attract the largest number of bettors, they also attract a disproportionately low share of high-spenders who wager over £100 monthly.2 Only 7% of football bettors and 8% of horse racing bettors fall into this category. The high GGY for these sports, therefore, is not driven by a small number of high-stakes individuals but by a massive volume of low-value bets from a broad-based, casual audience. For operators, this model is crucial for customer acquisition and market stability, providing a consistent, high-volume revenue stream. The primary value of these sports lies in their ability to draw in the masses and serve as a gateway to other betting activities.
2. The Unrivalled Power of Major Events
While football and horse racing dominate the market on a continuous basis, specific, high-profile events transcend their sports to become national betting phenomena. These events are characterized by immense surges in betting volume and serve as critical mechanisms for attracting new customers.
2.1 Case Study: The Grand National
The Grand National is arguably the most significant single event in the UK betting calendar. According to Entain data from 2024, it was the most popular betting event globally by number of bets, surpassing even the Super Bowl and the Euro 2024 final.3 The iconic steeplechase saw a staggering 700% more wagers than the next most popular race, the Cheltenham Gold Cup, and attracted more bets than any other single sporting event.4
The unique power of the Grand National lies in its appeal to the recreational gambler. The data shows that 82% of UK bets on the race were for £5 or less, a clear indicator of its popularity with casual players.3 For betting firms, the event is a vital customer acquisition tool, with Entain reporting that 30% of people who bet on the Grand National are either depositing into their account for the first time or are placing their first wager since the previous year’s race.4 The event’s expected turnover of over £200 million in 2025 further highlights its financial clout.5 This indicates that the primary value of the Grand National for an operator is not the GGY it generates on the day, but its unparalleled effectiveness as a funnel for new customers. The long-term profitability lies in retaining these newly acquired accounts and encouraging them to transition to regular betting throughout the year.
The following table, based on data from a major betting operator, illustrates the hierarchy of top global betting events by volume, showcasing the Grand National’s dominance.
| Rank | Event |
| 1 | The Grand National |
| 2 | The Super Bowl |
| 3 | Euro 2024 Final |
| 4 | US Masters |
| 5-10 | England matches at Euro 2024 |
This table provides critical insight into betting behavior by moving beyond GGY to focus on sheer volume. It demonstrates that the events that capture the national imagination—the ones that even non-sports fans bet on—are not necessarily the most lucrative on a per-wager basis but are unmatched in their ability to drive mass engagement.
2.2 Case Study: The UEFA European Championship (Euros) and World Cup
Major international football tournaments also serve as powerful catalysts for betting activity. The Euro 2024 tournament was a dominant force in betting volume, with matches featuring England accounting for half of the top ten most bet-on events.3 This is consistent with the behavior observed during the 2022 FIFA World Cup, where a survey by the Gambling Commission found a slight increase in overall gambling participation.6
The motivations for betting during these events also shift. The survey found that betting on the World Cup was seen more as a “social experience” than normal football betting, with a significant number of people placing wagers for the “excitement” of the game rather than for financial gain.6 This social dimension contributes to the mass appeal. The survey also noted a sustained increase in gambling engagement across a range of products after the tournament, with about a third of new or returning gamblers continuing to bet.6 This demonstrates that while the betting spike during these events may be temporary, the acquisition of new customers can have a lasting impact on operator revenue and market growth.
3. The Next Tier: A Diverse Landscape of Popularity
Beyond the two dominant sports, a “second tier” of popular sports exists, defined not by GGY figures but by significant participation rates and, in some cases, a higher proportion of high-spending punters. This section provides a more nuanced view of the market by ranking these sports based on engagement.
3.1 Ranking by Participation Rate
Based on YouGov data, a clear hierarchy of popularity emerges among sports beyond the top two, measured by the percentage of UK bettors who have wagered on them in the last 12 months.2 This ranking provides the most comprehensive view available of the “top 20” most popular sports by providing a clear hierarchy based on human engagement.
| Sport | Percentage of Bettors (in last 12 months) |
| Football | 70% |
| Horse Racing | 55% |
| Golf | 15% |
| Boxing | 14% |
| Tennis | 13% |
| Cricket | 10% |
| Rugby Union | 10% |
| American Sports (NFL) | 15% (of bettors on American leagues) |
This table fundamentally reframes the definition of “popular” by shifting the focus from financial yield to actual human engagement. It highlights the diversity of the UK betting landscape and reveals that while football and horse racing are the industry’s economic engines, a range of other sports holds significant appeal to specific demographics.
3.2 The High-Spending Punter: A Different Kind of Popularity
A key distinction within this second tier of sports relates to the profile of the bettor. The data reveals that while football and horse racing attract the masses, sports like cricket, tennis, golf, and American leagues attract a much higher proportion of high-spending punters who wager over £100 monthly.2
- Cricket: 18% of bettors are high-spenders.
- Tennis: 16% of bettors are high-spenders.
- Golf & Rugby Union: 14% of bettors are high-spenders.
- American Leagues (NBA, MLB): Over 20% of bettors are high-spenders.
This distribution of spending suggests a different kind of market value. For a bookmaker, a sport can be popular not because it generates a huge overall GGY from a large, low-value audience, but because it attracts a valuable, high-spending, and highly engaged niche. These discerning bettors are also more likely to seek out specific features like loyalty schemes, with nearly half of MLB bettors expressing this preference, compared to only a quarter of football bettors.2 This dual-tiered value proposition requires a tailored business strategy, where customer acquisition efforts may focus on the mass appeal of major events, while customer retention and monetization are targeted towards the distinct profiles of high-spenders in these niche sports.
4. Evolving Trends in the UK Betting Landscape
The UK sports betting market is not static; it is undergoing a fundamental transformation driven by technological innovation and shifting consumer behaviors. This section examines the key trends shaping the industry’s future.
4.1 The Fundamental Shift to Online and Mobile
The market’s transition from traditional retail outlets to online platforms is a definitive trend. Online gambling was the largest revenue-generating segment in 2024, accounting for a massive 78.47% of total revenue.7 The UK online sports betting market is valued at $4.21 billion, far outpacing the declining retail sector.1 This trend is exacerbated by the long-term decline of physical betting premises, which have decreased for nine consecutive reporting periods.9
Mobile phones are the dominant method of accessing online gambling, with a study from Q1 2025 indicating that 43% of bettors use their mobile devices for online wagering.1 This is particularly true for younger demographics, with 76% of the 18–24 age group reporting that they use their phone for gambling.1 This shift has fueled the growth of dynamic betting formats like in-play betting, where wagers are placed during an event.10 The ability to bet in real time has become a core feature of modern platforms, and this technological evolution favors sports with fast-paced, continuous action.
4.2 The Emergence of Esports Betting
The rise of esports betting exemplifies a new category of “popular” sports that are not defined by traditional broadcast viewership but by their suitability for real-time, mobile wagering. The UK esports betting market is projected to grow from 12.4 billion USD in 2025 to 31.6 billion USD by 2031, with a compound annual growth rate of 16.8%.11 This rapid expansion is driven by a youthful population, high internet penetration, and the increasing cultural acceptance of competitive video gaming.11
Esports, with its constant real-time events and global tournaments, is perfectly suited to the mobile-first, in-play betting model. The availability of live streaming, real-time odds, and diverse betting formats makes it widely accessible to a new generation of bettors. As a result, esports is transitioning from a niche activity to a mainstream segment of the digital entertainment economy, and its continued growth may eventually see it displace some of the more traditional second-tier sports in terms of market value.
5. The Broader Market Context: Regulation and Unlicensed Activity
To fully understand the UK sports betting market, it is essential to consider the broader context of its regulatory environment and the challenges posed by the unlicensed, or “black,” market.
5.1 The Decline of the High Street Bookie
The data shows a stark contrast between the surging online market and the struggling retail sector. According to the UK Gambling Commission, retail betting GGY fell by 1% in Q3 2024.8 This is part of a slow, long-term decline that has seen a decrease of 186 betting premises in the year ending March 2023, the ninth consecutive reporting period of decline.9 This trend is not merely a change in consumer preference but a fundamental shift in the industry’s infrastructure, which has been accelerated by factors such as the closure of physical locations and new regulatory pressures.
5.2 The Shadow Market: A Challenge to the Mainstream
A significant challenge to the regulated market is the proliferation of unlicensed offshore bookmakers. The black market is estimated to be worth £4.3 billion annually in the UK.4 The impact of this shadow market is felt even on the most popular events; it is estimated that £10 million, or approximately 5% of all wagers on the Grand National, will be placed with these unlicensed firms in 2025.4
A key reason for this activity is that high-rolling punters may be drawn to the black market to avoid affordability checks and other forms of monitoring that are required on licensed sites.4 This highlights a critical tension within the regulatory environment: while well-intentioned measures are put in place to protect consumers, they can inadvertently drive a portion of the market to unregulated platforms that pose their own significant financial and integrity risks to the public and the industry.12
6. Conclusion and Strategic Outlook
Based on the multi-faceted analysis of Gross Gambling Yield, participation rates, and betting volume, a conclusive hierarchy of the most popular sports for betting in the UK can be established. A simplistic “top 20” list would be inadequate for a nuanced understanding, as it fails to capture the distinct value propositions and underlying dynamics of each market segment.
The analysis confirms that the UK sports betting market is anchored by two dominant pillars: football and horse racing. These sports generate the highest GGY, lead in overall participation, and provide a stable foundation of mass-market appeal. For betting operators, their primary value lies in generating a consistent, high-volume revenue stream and serving as a gateway for customer acquisition.
Below this dominant duopoly lies a second tier of sports, including golf, boxing, cricket, and tennis. While these sports do not command the same level of overall market share, they are characterized by a different kind of popularity. They attract a smaller but more valuable cohort of high-spending, discerning bettors who represent a significant opportunity for tailored retention and monetization strategies. This demonstrates that for a bookmaker, a sport can be “popular” not because of its sheer scale, but because it attracts a highly engaged and financially valuable niche audience.
Finally, the analysis reveals that major one-off events, such as the Grand National and international football tournaments, are unparalleled drivers of betting volume and customer acquisition. These events capture the national imagination and serve as a vital funnel for bringing new and lapsed bettors into the ecosystem.
The future of the UK sports betting market is unequivocally digital. The shift to online and mobile platforms is reshaping the betting experience itself, favoring dynamic, in-play formats that are perfectly suited to emerging verticals like esports. Continued investment in these areas is crucial for sustained growth. Operators must adopt a dynamic, multi-pronged strategy that balances the mass-market appeal of football and horse racing with a focused effort to cultivate the high-value niches in other sports and capitalize on the fast-growing esports sector. This approach is essential for navigating the complex and evolving landscape of the UK’s premier gambling activity.
Football and horse racing are the two most popular sports for betting in the UK, generating the highest Gross Gambling Yield (GGY). While football leads in overall revenue, horse racing is home to the single most-bet-on event, the Grand National.
The two metrics can differ significantly. While football generates the highest monetary value (GGY) through a high volume of bets, major events like the Grand National attract the highest number of individual bets, many of which are small, casual wagers. This shows that a sport can be popular in terms of participation without necessarily leading in total revenue.
Major events have a massive impact, attracting new and casual bettors who may not normally place wagers. For instance, the Grand National is renowned for drawing over half of its bets from first-time or infrequent bettors, and events like the FIFA World Cup are known to increase overall gambling participation and are often seen as a social activity.
Online betting is significantly more popular in the UK. The remote (online) sector accounts for the vast majority of the market’s revenue, with the UK Gambling Commission reporting it holds over 78% of the market share. The traditional retail betting market has been in a slow, long-term decline.
eSports is one of the fastest-growing betting markets in the UK. Its global market is projected to reach significant revenue in the coming years, driven by a growing young audience and a large number of competitive events.
Works cited
- 24 Sports Betting Statistics UK 2025 (Market Size & Revenue), accessed September 23, 2025, https://www.limelightdigital.co.uk/sports-betting-statistics/
- Which sports attract the biggest betting spends in Britain? – YouGov, accessed September 23, 2025, https://business.yougov.com/content/46255-which-sports-attract-the-biggest-betting-spends-in-britain
- Grand National tops global betting events in 2024, Entain data shows, accessed September 23, 2025, https://www.gamblinginsider.com/news/27872/grand-national-tops-global-betting-events-in-2024-entain-data-shows
- Grand National Betting Could Reach £200m In 2025… Although …, accessed September 23, 2025, https://www.ukbookmakers.org.uk/2025/04/grand-national-betting-could-reach-200m-in-2025-although-10m-will-be-lost-to-black-market/
- www.ukbookmakers.org.uk, accessed September 23, 2025, https://www.ukbookmakers.org.uk/2025/04/grand-national-betting-could-reach-200m-in-2025-although-10m-will-be-lost-to-black-market/#:~:text=The%20steeplechase%20is%20expected%20to,day%20Aintree%20Festival%20in%20total.
- FIFA World Cup Spurred Increased Gambling Participation In UK, accessed September 23, 2025, https://www.vixio.com/insights/gc-world-cup-spurred-increased-gambling-participation-uk
- UK Sports Betting Market Size & Outlook, 2024-2030, accessed September 23, 2025, https://www.grandviewresearch.com/horizon/outlook/sports-betting-market/uk
- What will it take to return UK retail betting to growth? – iGaming Business, accessed September 23, 2025, https://igamingbusiness.com/sports-betting/retail-sports-betting/uk-retail-betting-decline-strategy/
- Industry Statistics – February 2024 – Correction: Official statistics – Gambling Commission, accessed September 23, 2025, https://www.gamblingcommission.gov.uk/statistics-and-research/publication/industry-statistics-february-2024-correction
- New Betting Sites UK 2025 – Best Newest Bookmakers, accessed September 23, 2025, https://www.mentoruk.org.uk/
- UK Esports Betting Market Size and Forecasts 2031 – Mobility Foresights, accessed September 23, 2025, https://mobilityforesights.com/product/uk-esports-betting-market
- Sports betting integrity reports and engagement – Gambling Commission, accessed September 23, 2025, https://www.gamblingcommission.gov.uk/about-us/impact-metric/ro3-preventing-crime/sports-betting-integrity-reports-and-engagement
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