Super Bowl / Richard Douglas / 28 January 2009 / Leave a comment

Money surrounds the Super Bowl like no other sporting event. Richard Douglas explores the history of gambling on America's big day and checks out the bewildering array of bets available on number XLIII.

Blame Mike Dikta. The abrasive coach of the Chicago Bears said that his side would definitely not run the ball in the Superbowl XX. As a result, the odds on the William 'The Refrigerator' Perry scoring a touchdown started out at [21.0].

Dikta, of course, was fibbing. The Bears barged their way to a one-sided 46-10 win against the New England Patriot with Perry reaching the endzone in his second carry.

And, thus, Superbowl betting was born.

Since then anything and everything has been wagered on. For example, the smart money was on Billy Joel to exceed the existing record of one minute 44 seconds for the pre-match rendition of the national anthem ahead of Superbowl XLI.

But the smart money had clearly stayed up far too long cramming for exams and taking ProPlus. In fact the piano man came in at a rapid one minute 33 seconds.

Betfair have a whopping 55 markets available on Sunday's game. The Pittsburgh Steelers ([1.43]) are the clear favourites to beat the Arizona Cardinals ([3.25]). But everyone will have an informed opinion. They kind of have to, coverage is not just wall-to-wall but ceiling to floor. The Conference winners don't tell the on-pitch cameraman they are going to THE show for nothing as they leave the field.

Ironically, while money has ruined the FA Cup by pumping up the Premier League to obscene proportions, American sports have no such scruples.

Remember sunny May afternoons at Wembley, meaningful games full of heroes, well multiply that 10 and you have a handle on the gratifying feeling the Superbowl creates deep down in the average American's gut. And that is quite a journey.

The immediate pre-match media circus began on Monday. But, in reality, this game has been planned for since the season began. A 30-second advert during the game will cost a cool $3 million this season.

Traditionally Anheuser-Busch, makers of Budweiser, take four six-minute slots. As a result, their sales have spiked by an average of 17 per cent in an otherwise dead month.

It is not surprising. Around 130-140 million Americans will watch some part of the game. The often-quoted figure of one billion viewers worldwide is a myth however. This is the potential amount of people who could see 'the show' not the actual amount.

However, everyone in America can consume the Superbowl. It is estimated that 30,000 people go to the host city every year with no intention of attending the game - many of them businessmen. The best way to get the attention of a top executive this week is to follow him to Tampa. The city will host a number of conferences and events in conjunction with, but not directly linked to, the game.

The same applies to the half-time show. Bruce Springsteen is on the podium this year, he has an album out next week and a world tour coming up. Eight per cent of television viewers say that is the main reason for watching - but then 26 per cent say the commercials are the best entertainment. Less than half plump for the game.

But those who are interested can vote for the Most Valuable Player via their mobile phone or computer from the start of the fourth quarter. It is not that democratic - the viewers contribute to only 20 per cent of the overall result, votes from 16 on-site journalists and commentators make up the remaining 80 per cent.

This idea was introduced in 2001 but has hardly changed the pattern of results. In total, 22 of the 43 MVPs have been quarterbacks and likewise so have four of the eight since that year. However, it is interesting that public voting has coincided with two wide receivers lifting the Pete Rozell Trophy - there had only been three others in the previous 35 years.

Given that only player one the losing side has ever been MVP, there may be a little value in the Steelers' widemen Santonio Holmes ([17.0]), Hines Ward ([17.0]) or even Nate Washington ([42.0]) taking the honours this time.

Have a trawl through the others previews on Betfair and scour the stats. In researching this article yours truly has barely begun to unearth the full amount of information available to guide your wagers.

The stereotypical US sports fan is a stats-obsessed male who watches the game constantly on television and whose opinions vary from 'strong' to 'bloody strong' with a short stops at 'blinkered' and 'obsessed'. Sound familiar?

Put it another way. There have been 42 Superbowls and I now know the tally of the pre-match coin tosses read tails 22, heads 20.

This is the world's show and a little time on the world wide web could leave you with a little of the wealth.