Women’s Sports Betting Continues to Grow

The Breaking Barriers: Assessing Women’s Sports, Betting, and Inclusion Study, done by the German Sport University Cologne was released by the International Betting Integrity Association (IBIA), All-In Diversity Project (AIDP), Entain, Flutter, and Stats Perform. The study examines the economic growth of five women’s sports: soccer, tennis, basketball, cricket, and volleyball. It was released at IGaming Business Live! in Amsterdam. It studies the possible vulnerability of women’s sports to match-fixing and, for the first time, analyzes the size and features of the women’s sports betting market.

The CEO of IBIA, Khalid Ali, stated: “Where soccer leads, other women’s sports are quickly following. We are about to witness the best attended and most watched women’s World Cup in history. A highly good development for fans, the sports and players themselves, as well as the betting industry, is the extraordinary growth of women’s sports. Significant and unmet potential are being created for sports betting. However, with growing expansion also comes greater responsibility for making sure we stay ahead of the curve in terms of women’s sport match-fixing prevention and sports integrity. No room exists for complacency.

According to the survey, betting on women’s sports has grown at a rate that is comparable to the sharp rise in women’s sport. In terms of the number of people betting and making bets on women’s sports, soccer is in the lead, with an annual market growth rate of over 20% since 2020. Tennis, basketball, and cricket follow, all of which are expected to experience growth rates of above 10% from 2017 to 2022.

Additionally, it examines the distinctive traits of female gamblers. The number of women betting on women’s sports has increased significantly over the past several years across all five sports examined, with yearly growth rates of up to 10%. The number of women betting on women’s soccer has more than doubled. The overall amount of wagers on women’s sports have increased higher among women than among men, reflecting unrealized potential.

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“Entain is thrilled to fund and support the publishing of today’s report, which is a crucial step in enhancing our awareness of evolving trends within women’s sport,” said Grainne Hurst, Group Director of Corporate Affairs at Entain. Through our multi-year cooperation with SportsAid and our Pitching In campaign, we are proud to already support promising female athletes. We will keep collaborating with organizations to advance fairness and integrity in all sporting events.

Alex Rice, Stats Perform’s chief commercial officer, added: “Stats Perform has a history and a commitment to supporting rightsholders and clubs in maximizing their fan, business, and on-field potential through investments in women’s sports. To do this, it is crucial to understand women’s sports fans, so we are honored to have contributed to this significant research”

“We are witnessing the popularity of women’s sport continuing to rise,” said Ian Devlin, Sports Integrity Manager at Flutter. “Last summer’s European Championship was the biggest women’s event for Flutter by volume and a key moment for many of our European sponsors. Due to this, there is a greater desire from our customers for us to provide more sports and markets related to women’s events.”