As the 2026 NFL season finds its early rhythm, the sports betting industry moves in lockstep with the spectacle, using the drama of primetime matchups to draw new participants into its fold. Bet365 is offering first-time users $365 in bonus bets in exchange for a modest $10 wager on either the Colts-Chiefs or Giants-Rams games this week — a promotion that reflects how deeply commerce and sport have become intertwined. The offer is less about the money than about the moment: two compelling games serving as the threshold through which a platform hopes to build lasting habit.