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Entain, a global group that offers sports betting, interactive entertainment, and gaming, reveals how betting on the Women’s World Cup has grown exponentially around the globe.
Entain UK’s sportsbook has noticed a trend in the amount of women betting on women’s football. Entain’s Ladbrokes & Coral brands in the UK reported that 21% of the bets on the first three England matches were placed by women. This compares to 17% for the Women’s Euros in 2022 and 13% at the World Cup 2019.
The co-hosts are also reflecting this trend, bringing in a whole new group of women bettors to the Southern Hemisphere as the first ever Women’s Football tournament. TAB New Zealand is Entain’s official sponsor and partner of the tournament. Data shows that nearly 15% of all bets placed in 2019 were by women, as opposed to just 9% last year.
In the co-hosting countries, betting on the Women’s World Cup has increased. TAB New Zealand reported a 365% rise in bets on the Women’s World Cup this year, as fans got into the World Cup spirit. This is despite the fact that their home team was knocked out at the group stage. The increase in Australia was nearly 200% due to the Matildas’ deep run into knockout stages.
The strength of the US Women’s Team has been credited with the increasing number of US supporters who support women’s soccer. BetMGM reported that the US Women’s Team’s first game against Vietnam saw three times as many bets placed on it as Lionel Messi debut for Inter Miami CF.
Women’s football is a growing phenomenon. It is set to grow even more, according to a study conducted by IBIA and co-funded with Entain. The study revealed that women’s soccer bets have increased at a rate of 20% per year since 2020.
Dominic Grounsell comments on Entain’s Chief commercial Officer: “This summer we’re watching the largest Women’s World Cup ever. Around the world, there’s a growing appetite and audience for women’s sport. Facts speak for themselves. Our customers are increasingly using bets to show their support for their favorite teams. It can only be a good thing for women’s sports. This Women’s World Cup proves that there is interest among fans, which will lead to more women’s sports being played professionally, as well as more media coverage.
Entain is committed to supporting talented and ambitious female athletes, through its partnership SportsAid and the Pitching In initiative. SportsAid, which supports more than 1,000 athletes annually, has funded 18 of this year’s 23 woman UK World Cup squad.
