by Mateusz Mazur

Entain Highlights Landmark Growth in Betting on Women’s WC

As the largest women’s sporting event in the world comes to a close, Entain, a global sports betting, gaming, and interactive entertainment group, has revealed significant growth in betting on the Women’s World Cup worldwide.

New trends on the market

Key trends observed by Entain’s UK sportsbook include an increase in the number of women participating in betting on women’s football. The Ladbrokes and Coral brands in the UK reported that during the first three England games, an average of 21% of bets were placed by women, compared to 17% in the 2022 Women’s Euros and 13% during the previous World Cup in 2019.

This trend is also mirrored by the co-hosts of the tournament. TAB New Zealand, the official sponsor of the tournament, noted that nearly 15% of bets recorded by them were placed by women, a rise from 9% in 2019.

The co-hosting countries have also experienced increased betting activity on the Women’s World Cup. TAB New Zealand reported a 365% increase in the number of bets placed on the tournament this year, despite the New Zealand team being eliminated in the group stage. In Australia, the increase was nearly 200%, largely driven by the success of the Matildas in the knock-out stage.

Growing interest

The strong performance of the US women’s team has contributed to a rise in US fans supporting women’s football. BetMGM noted three times the number of bets placed on the US women’s team’s opening game against Vietnam compared to Lionel Messi’s debut for Inter Miami CF.

The growth of women’s football has been remarkable, with a recent study co-funded by Entain revealing that football leads in the volume of bets on women’s sport. Bets on women’s football have seen an annual market growth rate of about 20% since 2020.

Dominic Grounsell, Entain’s Chief Commercial Officer, stated “This summer, we’re witnessing the biggest Women’s World Cup in history, and around the world there is a growing audience and appetite for women’s sports. The facts say it all. More of our customers are finding new ways to support their favourite teams – and that’s with a bet. This can only be brilliant for women’s sport. As this Women’s World Cup is proving, the interest from fans is there, which paves the way for women’s sport to gain bigger audiences, more media attention, and more avenues for aspiring female athletes around the world to take up sports professionally.”

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