The Super Bowl concentrates attention not just on the game but on bets, props, and advertising. For readers who want to know who tends to lose money around the event, the pattern is instructive: mass participation means many small losses, while certain long-shot markets can create outsized payouts that change the story for individual bettors and some operators. This article uses post-game reporting from Super Bowl LVIII to explain which groups lost money and why. It focuses on novelty prop mechanisms such as the Gatorade shower color, the structural risk that creates large payouts on exact-score and overtime markets, the public effect of celebrity wagers, and the distinct financial exposure advertisers accept.

Many casual bettors were exposed to losses because tens of millions planned to wager on the Super Bowl.

Overtime and exact-score props paid out heavily after the game, creating concentrated liabilities for some books.

A 30-second national Super Bowl ad still carried roughly a seven million dollar media cost in 2024.

Quick answer: who lost money around the Super Bowl and why

The short answer is that losses were spread across several groups: many casual bettors, bettors who backed long-odds novelty props, some sportsbook books on specific markets, high-profile individual bettors, and advertisers who paid large sums for airtime.

Many casual bettors were exposed because a very large number of people planned to wager on the game, increasing the pool of potential losses and winners; this scale was highlighted before the game in industry projections American Gaming Association projections

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Bankroll allocation
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Use before placing novelty or long-odds bets

Specific long-odds and correlated props produced outsized payouts that hit some operators hard after the final whistle, which is why certain markets stand out in post-game coverage ESPN post-game reporting

Separately, advertisers accept large sunk media costs for Super Bowl spots, which makes the ad buy itself an exposure even without a guaranteed sales lift CNBC analysis of Super Bowl ad costs

High-level outcome summary

In short, the game created both concentrated and dispersed loss events: a few large, visible losses on long-shot props and many small losses among casual bettors who place novelty or prop wagers. The pattern matters because it explains why the story of who lost is not one-size-fits-all.

What this article covers

This guide steps through how novelty markets work, which markets produced big payouts, who the main injured parties were, how books manage risk, and practical ways to reduce exposure. It uses reporting after the game as its evidence base and keeps recommendations general and practical.

What 'gatorade super bowl' novelty bets are and how they work

Novelty markets are prop wagers tied to discrete, observable events that are not direct outcomes of the game score. The Gatorade shower color is a well-known example where sportsbooks and operators list options and set odds for each possible color.

The novelty markets attract many casual bettors because they are simple to understand, entertaining to follow, and often cheap to enter; the large scale of participation in Super Bowl wagering means many individual bettors take small positions on these markets American Gaming Association projections

When an unusual outcome occurs in a novelty market, many small losing tickets are resolved at once. The Gatorade shower color market is a prime example: when the shower differed from a bettor's pick, that bettor simply lost the stake, but aggregated across millions of bettors this produces a visible pattern of losses.

Because novelty bets are low ticket-size and high volume, they create concentrated visibility when the outcome is surprising; that visibility can amplify public perception of loss even if individual amounts are modest.

How novelty and prop markets are offered

Operators list a set of outcomes with prices or odds, and bettors choose the outcome they expect. For many novelty markets the odds and maximum liabilities are set to reflect low-probability events while still attracting casual interest.

Why novelty markets attract casual bettors

Novelty props reduce the barrier to entry for people who do not follow betting markets closely; the choice can feel more like a fun prediction than a traditional wager, which explains the high participation rate on many novelty lines.

Which prop markets caused unusually large payouts this Super Bowl

Post-game reporting flagged overtime and exact-score props as the standout payouts that produced outsized wins for bettors and, in some cases, liabilities for sportsbooks ESPN analysis of overtime and exact-score payouts

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Read the evidence-backed breakdown below to see what markets paid out and why that matters for both bettors and books

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Exact-score and long-shot outcomes multiply a stake by a large factor when they hit, and when multiple correlated long-shots resolve together the required payouts can be substantial relative to what a book managed for the market.

Long-odds markets amplify payouts because odds reflect low probability but high return; a single hit on a poorly hedged long-odds exposure can create an outsized cash flow requirement for the operator Legal Sports Report on long-shot prop impacts

Overtime and exact-score payouts

These markets are structurally different from simple moneyline or spread bets. The payout ladders for exact scores are steep, and the occurrence of overtime can further multiply the potential returns on related props.

After Super Bowl LVIII, industry coverage explained how these mechanics combined to generate notable payouts to bettors who held bets on exact scores or on the game reaching overtime, creating pain for some books while other operators managed their positions differently Legal Sports Report coverage

Long-odds novelty outcomes

Novelty outcomes that are priced as long shots can pay off dramatically for a small number of bettors and cause visible disappointment for many small-ticket bettors who selected other options.

When those long-shot outcomes are also correlated with other lines, such as a specific player prop and an exact score, the combination can create compounding liability that is harder for a single operator to hedge in real time.

Who lost money: bettors, sportsbooks, celebrities, and sponsors

Casual and recreational bettors experienced many small losses because so many people planned to place bets on the event; the sheer scale of participation magnified the absolute number of individual losing tickets American Gaming Association projections

Some sportsbooks incurred large payouts on specific prop markets, especially when long-shot and exact-score outcomes hit; operator-level results were heterogeneous, with some reporting sharper exposures than others ESPN post-game reporting

High-profile celebrity bets also draw attention when they lose. One publicly reported example from the game saw a celebrity place a seven-figure wager and lose, which amplified public attention to losses even though celebrity wagers represent a tiny share of total market volume Reporting on a celebrity wager

Advertisers bear risk too: the media cost of buying a national 30-second spot was still near seven million dollars in 2024, and that figure does not include production or talent costs, so brands carry a large sunk cost into the game regardless of whether the ad drives measurable sales CNBC on Super Bowl ad costs

Casual and recreational bettors

For many casual bettors, losses show up as many small losing tickets on novelty markets or prop bets. Because the bets are inexpensive, the pain is personal but usually limited per ticket; aggregated across millions of bettors the total number of losers is large.

Sportsbook operator exposure

Books manage a portfolio of lines and limits, but concentrated interest in a particular outcome can create short-term liability spikes that are difficult to fully offset during the live market.

Industry reporting from the game highlighted that some operators were particularly challenged by correlated long-shot events, while others managed to limit losses through hedging and earlier risk adjustments Legal Sports Report analysis

Celebrities and high-profile wagers

Publicized celebrity bets can become part of the narrative about who loses because they are large and visible; the widely reported celebrity wager loss after the game became a talking point in coverage TMZ report

Sponsors and advertisers

Sponsor risk is different in kind: a multi-million-dollar media buy is a marketing investment and a sunk cost once purchased, so brands can 'lose' on a cost basis if the campaign fails to meet commercial goals CNBC advertising analysis

How sportsbooks manage risk and why some still lose on big events

Books use limits, liability balancing across markets, and hedging to control exposure, but these tools are not perfect and can be strained in high-volume events where many correlated bets are placed.

After the Super Bowl, reporting emphasized that correlated outcomes such as overtime plus certain exact scores can overwhelm standard risk controls and produce unexpected payouts for operators ESPN coverage of operator risk

Limits, liability balancing, and hedging

Limits reduce the maximum liability per customer, liability balancing spreads risk across product lines, and hedging transfers exposure to other markets or counterparties; each has tradeoffs in cost and timeliness.

Why certain outcomes still hurt

Rare, correlated results can produce simultaneous payouts across many related markets, creating a cash flow obligation that is harder to offset with simple limits or late hedges because the market moves quickly.

Post-game analysis showed that some operators were caught in this friction while others were better positioned, illustrating how heterogeneity in practices affects outcomes Legal Sports Report post-game analysis

Celebrity bets and visible losses: the Post Malone example

Celebrity wagers are newsworthy because they are large and public. When a celebrity loses, it becomes a high-visibility example of Super Bowl betting risk rather than a representative snapshot of typical bettor experience Report of a celebrity wager

In the cited instance, the celebrity publicly placed a large bet on one team and lost when the other team won. That story increased attention to wagering outcomes, though it does not materially change the statistical distribution of losses among regular bettors Context on mass participation

Why celebrity bets matter publicly

They shape perception because of scale and narrative power; readers see a large single loss and may generalize it, even though the bulk of losses are small and distributed across a much larger population of casual bettors.

What happened in the Post Malone wager

The wager was widely reported as a high-visibility example of a losing bet in the aftermath of the game and served to highlight that high-roller and celebrity outcomes can become part of mainstream coverage TMZ coverage

Gatorade Super Bowl novelty market: the purple shower and who lost

The Gatorade shower color resolved to purple for Super Bowl LVIII, which meant anyone who backed a different color lost that particular novelty bet USA Today coverage of the Gatorade color

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Because many bettors treat the Gatorade color as a simple, fun prediction, the market collects many small wagers that all resolve in the same direction at once, producing a visible set of losers when the chosen color does not occur.

Novelty markets like this are resolved by the observable event during or after the game, which keeps settlement straightforward even if the betting story becomes a media moment.

What happened to the Gatorade color market this game

The visible purple shower is a clear example of how a single, discrete event can create a concentrated set of losing tickets for bettors who selected other colors USA Today report

How bettors on other colors were affected

Most affected bettors lost modest stakes, but the aggregated experience shows many individual losses happening at once; the effect is a mix of social visibility and financial outcome.

Buying a Super Bowl spot is a large marketing decision because the media cost alone for 30 seconds was approximately seven million dollars in 2024, excluding production and talent fees CNBC analysis

Because the ad buy is a sunk cost, brands bear the risk that the creative will not deliver the commercial return they hoped for; the exposure looks different from betting but can still be a multi-million-dollar lesson when results disappoint.

Minimalist 2D vector high angle TV commercial control room with monitor showing title card placeholder circular progress ring and cost graph suggesting a 30 second spot gatorade super bowl

The sticker price and additional production costs

Media spend is only one line item; production, celebrity talent, and activation across platforms add material cost and complexity to the campaign, widening the financial exposure linked to the broadcast.

How brands bear financial exposure

Advertisers evaluate the return on investment for the campaign, but the spending commitment itself is immediate and fixed, which differentiates sponsor risk from the probabilistic losses of betting markets.

Practical scenarios: how different bettors and books might feel the pain

Imagine two bettors: one places a handful of small novelty bets for fun, and another concentrates on a limited number of long-shot exact-score tickets. When a surprise outcome falls, the first sees many small losses while the second might see a single large loss or a single large win.

For sportsbooks, the pattern depends on ticket distribution. If many customers concentrated on the same long-shot outcome, a single hit can produce clustered liability that is more painful than evenly dispersed losing tickets Legal Sports Report on clustered prop payouts

Who lost money in the Super Bowl?

Losses were shared across casual bettors, some sportsbooks on specific prop markets, visible celebrity wagers, and advertisers who paid large sums for airtime; the mix depends on ticket sizes, market correlation, and campaign effectiveness.

These scenarios show why platform-level exposure is determined by ticket size, the number of participants, and whether bettors independently choose outcomes or herd into the same visible line.

Small casual bettors versus high-roller losses

Small bettors experience a loss of entertainment value plus stake; high rollers or celebrities can create a headline but are not the primary driver of total dollars lost among the population of casual bettors.

Books exposed to clustered prop payouts

Books with concentrated liability on correlated long shots are most at risk when those outcomes occur, which explains why operator outcomes vary by customer mix and risk practice.

Common mistakes bettors make around the Super Bowl

Chasing celebrity picks or hype increases the chance of poor decisions. Celebrity attention can skew perceptions of what is a good or informed wager.

Ignoring correlation between prop markets is another common error. Betting several related outcomes independently without accounting for their linkage can magnify losses if a correlated result resolves against the bettor.

Finally, failing to size tickets against a bankroll is a repeatable mistake; small, disciplined stakes on novelty props reduce downside and preserve enjoyment.

How to reduce exposure if you predict Super Bowl outcomes

Set clear bankroll rules and limit ticket sizes for novelty and long-odds props. Conservative allocation keeps any single loss manageable and preserves capital for future prediction opportunities.

Read market terms and be aware of limits and settlement rules. Knowing how a novelty outcome is determined avoids surprises at settlement and reduces dispute risk USA Today explanation of novelty settlement

Consider using skill-focused, challenge platforms to practice prediction in a structured environment rather than risking large stakes; some readers use simulated or funded-challenge models as training tools before placing higher-risk bets. Learn more on the Funded Plays homepage or visit our blog for additional context, including how Funded Plays evaluations work.

Practical bankroll and ticket-sizing tips

Define a unit size relative to your bankroll, cap exposure to novelty events, and avoid large concentrated positions on low-probability outcomes that can wipe out short-term allocation.

When to avoid novelty props

Avoid novelty props when the market looks crowded and correlation risk is unclear, or when stake size would meaningfully affect your personal budget.

Regulatory reporting and post-game transparency about payouts

Industry reporting and operator statements are the main sources for understanding who won and lost after the game; press coverage documented the outsized payouts tied to overtime and exact-score props for this event ESPN post-game reporting and broader operator commentary such as related ESPN coverage.

Operator-level transparency varies; some firms publish summaries while others do not, so journalists and industry analysts often compile the public picture from multiple statements and market coverage Legal Sports Report coverage or practical betting guides such as the one at Fox Sports.

When books profit: why operator outcomes can be heterogeneous

Some operators still reported gains because customer mix, limits, timing, and hedging choices differ across firms; these business variables can turn a difficult event into a manageable outcome for one operator and a loss for another ESPN analysis

The separation between winners and losers among operators comes down to execution: how exposures were limited or shifted and how much real-time hedging occurred as markets moved.

Conclusions: what readers should take away about Super Bowl losses

Mass participation means many casual bettors will experience losses in aggregate, even if individual stakes are small; this pattern was anticipated by pre-game projections of widespread wagering American Gaming Association projections

Specific long-odds and correlated props such as overtime and exact-score bets produced outsized payouts for some bettors and liability for certain operators, according to post-game reporting ESPN post-game reporting

Advertisers and sponsors also accept material risk through large media buys, and novelty outcomes like the purple Gatorade shower resolved a visible set of losing novelty tickets for bettors who selected other colors USA Today report

Who were the most common losers after the Super Bowl?

Most common losers were casual bettors who placed small novelty and prop wagers; many individual losing tickets aggregated across a very large participant pool.

Did sportsbooks all lose money on the Super Bowl?

No, outcomes varied by operator; some reported costly payouts on specific props while others still reported net gains based on customer mix and hedging.

Why do Super Bowl ads count as a financial risk for sponsors?

Because the media buy is a large, sunk cost and production and talent raise total spend, so the investment can fail to produce expected commercial returns.

If you plan to participate in future games, treat novelty bets as entertainment rather than an investment, size tickets conservatively, and check market terms before placing a wager. Post-game reporting and operator summaries are the best sources to understand who won or lost after the fact. For readers who want structured practice, consider low-risk ways to test prediction skills before committing larger stakes.