The upcoming NFL season is expected to see a record $35 billion in legal wagers, a 30% increase over last year, driven by the legalization of sports betting in three additional states. The Kansas City Chiefs are the favorites to win a third consecutive Super Bowl, with Patrick Mahomes as the top contender for MVP. Despite the booming market, sports betting platforms are facing challenges in maintaining growth and user engagement amid a recent slowdown. Innovations such as DraftKings offering the 'No' side of touchdown scorer props are emerging as companies seek to attract and retain bettors. The NFL's embrace of gambling since 2018 has significantly boosted its popularity and viewership.