With Super Bowl LX on the horizon, GeoComply Solutions released its findings on bettor engagement within a host of NFL stadiums.
Key Takeaways
- GeoComply found that one in eight NFL fans accessed sports betting apps while attending games.
- Rates were highest at stadiums housing successful teams, including the AFC champion New England Patriots.
- NFL stadiums have also begun emerging as destinations for acquiring new app users, with hundreds of sign-ups happening every game.
Among the most compelling findings, as many as one out of every eight fans visited sports betting apps when visiting a stadium.
Fields such as Gillette Stadium, home of the New England Patriots, and Ford Field, which hosts the Detroit Lions, were among the most prominent fields in terms of app engagement rates. Findings seemed to indicate that team success played a pivotal role in engagement.
“For some stadiums, growth in these metrics is tied to team success on the field. The Broncos and Steelers returned to the playoffs, and the Patriots and Carolina had turn-around seasons both going from worst to first in their Divisions to make the playoffs,” the release explains. “These teams truly gave their fans something to cheer about this year.
“The Raiders stand apart as an outlier in in-stadium engagement growth. This can largely be attributed to Allegiant Stadium’s role as a destination venue, drawing traveling fans from across the country and making it a unique in-stadium betting environment.”
The NFL playoffs are behind us. The Big Game is next.
— GeoComply (@GeoComply) January 29, 2026
So what did the full season reveal about how fans engage inside stadiums?
🏟️ Double-digit in-stadium engagement rates
📱 Hundreds of new accounts created per game
📊 Stadiums emerging as real-time engagement engines
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Conversion rates prominent within stadiums
GeoComply, which notably partners with major betting companies such as FanDuel, DraftKings, and BetMGM, indicated that not only is engagement rate in the double digits in the top five stadiums, but stadiums themselves are set to become conversion engines moving forward.
“Top venues produced new sign-ups at rates between 0.2% and 0.7% of attendance per game this NFL season,” GeoComply outlines. “For a typical 65,000-seat NFL stadium, that’s 130 to 450 new accounts created - every single game.”
That includes states where sports betting is still making headway and finding a major footing, such as the home of one of the NFL’s premier franchises.
“GEHA Field, the home of the Kansas City Chiefs, led the pack in new customer sign-ups in the only three home games they hosted since Missouri launched mobile sports betting on December 1, 2025,” the release notes.
