As the world’s biggest women’s sporting event comes to a close this weekend, international sports betting, gaming and interactive entertainment group Entain reports a surge in betting for the Women’s World Cup around the world.
According to the British sports betting company Entain, the main trend is the increase in the proportion of betting among women. In the UK, Entain Ladbrokes and Coral are reporting an average of 21% of bets placed by women in the first three matches played in England, compared to 17% at the European Women’s Championship in 2022 and 13% at the last World Cup in 2019.
This increase in interest from female players is also reflected in the actions of the organizers to attract new fans of women’s football, especially given that the tournament is being held for the first time in the Southern Hemisphere. Data from Entain partner and official tournament sponsor TAB New Zealand shows that almost 15% of all bets placed at TAB New Zealand are made by women, up from 9% in 2019.
According to TAB New Zealand, the number of bets in the tournament this year has increased by 365%. Australia also registered an increase of almost 200%, which was due to the successful performance of the Matilda team in the playoffs.
The growth of women’s football is a phenomenon and it will continue to grow. A recent study by IBIA, co-funded by Entain, found football to be the number one betting vertical in women’s sports.
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