Partnership Survey Maps Out UK Sports Betting Intentions Heading Into 2026

OLBG teamed up with YouGov to run a detailed survey on how UK adults view their sports betting plans for 2026, and the results paint a clear picture of current intentions across different parts of the country. Data from that collaboration shows 18 percent of UK adults intend to place at least one sports bet during the year, with participation rates varying noticeably by region.

Regional Breakdown of Planned Betting Activity

Northern Ireland stands out in the findings with 26 percent of adults there expecting to bet on sports, the highest rate recorded in the survey. Other areas show lower but still measurable interest, and researchers compiled the numbers to highlight where activity concentrates most. The survey captured responses that allow direct comparisons between nations within the UK, revealing patterns that operators and analysts can reference when preparing for teh coming year.

Those figures come directly from the joint project, which focused on forward-looking behaviors rather than past results. Observers note that the 18 percent national average sits alongside the elevated Northern Ireland number, creating a baseline that future updates may track over time.

Events Drawing the Strongest Interest

The Grand National emerges as the single event with the broadest planned participation, as 51 percent of those expecting to bet named it among their choices. That horse racing classic draws consistent attention each year, and the survey places it ahead of other fixtures in terms of anticipated wagers. Meanwhile the FIFA World Cup registers as the most anticipated overall competition, with 34 percent of respondents expressing interest in betting on matches throughout the tournament.

Additional events received mentions in the responses, yet the Grand National and World Cup lead the list by clear margins. The data indicates these two fixtures anchor much of the planned activity, while other sports and races fill out individual betting calendars depending on personal preferences.

Survey Scope and Timing Context

The partnership between OLBG and YouGov produced these insights through structured questioning of UK adults, with fieldwork timed to capture forward plans rather than reactive decisions. Results cover both overall participation rates and specific event preferences, giving a snapshot that applies to 2026 scheduling. Because the survey addresses intentions rather than completed bets, the percentages reflect stated plans at the time of response.

May 2026 falls squarely within the period these plans cover, and the data offers context for how betting volumes might distribute across major fixtures scheduled then. The FIFA World Cup typically spans several weeks, while the Grand National occurs on a single day, so the two events create different patterns of activity within the same calendar year.

Key Statistics at a Glance

• 18 percent of UK adults plan to place a sports bet in 2026 according to the combined OLBG and YouGov research
• Northern Ireland records the highest regional rate at 26 percent
• 51 percent of prospective bettors list the Grand National as an event they expect to wager on
• 34 percent identify the FIFA World Cup as the competition generating the most anticipation

These numbers sit within the single dataset produced by the partnership, and they allow comparisons across demographics and locations without requiring external benchmarks. The survey design kept questions focused on sports betting specifically, separating it from other forms of wagering where possible.

Conclusion

The OLBG and YouGov collaboration delivers a focused set of findings on 2026 sports betting intentions, centered on the 18 percent national figure, the standout 26 percent rate in Northern Ireland, and the prominence of the Grand National alongside the FIFA World Cup. Those planning to follow developments can reference the 2026 Sports Betting Trends Survey (in partnership with OLBG) for the underlying details. The information remains limited to this one study and its reported outcomes.