Bookmakers are revelling in a notable upswing in bets placed on the Women’s World Cup, signalling a significant shift in the betting landscape.
While the volume of bets for this year’s global women’s sports spectacle has surged, a nuanced interplay of factors, including match timings, has led to a dip in betting volumes compared to the preceding European Championship, according to reporting by Reuters.
Prominent betting entity William Hill, now under the aegis of bookmaker 888 (888.L), has reported an impressive 900,000 wagers on the Women’s World Cup, a major international sporting event being jointly hosted by Australia and New Zealand.
William Hill’s spokesperson, Lee Phelps, affirmed that despite the relative decrease in bets compared to the European Championship – possibly due to morning kick-off times – the figures still notably outstrip those from previous editions of the tournament.
Entain (ENT.L), the parent company of esteemed brands like Ladbrokes and Coral, echoed this enthusiasm.
The company stated that it had witnessed “exponential growth” in bets pertaining to women’s sports, accompanied by a historic surge in the number of women globally engaging in betting activities.
Notably, one-fifth of wagers for the initial three England matches were placed by female bettors, underlining the burgeoning participation of women in this realm.
Dominic Grounsell, Chief Commercial Officer of Entain, underscored the evolving trend, noting that more customers were embracing novel methods of supporting their favourite teams – and in this case, that meant placing bets.
The World Cup saw a remarkable 200% spike in bets for co-host and semi-finalist Australia, buoyed by the impressive performance of the Matildas.
The women’s sports betting market has displayed remarkable dynamism, with soccer at its forefront.
According to a study by the German Sport University Cologne released in July, soccer has been registering a commendable annual market growth rate of around 20% since 2020.
The study further emphasised that not only has soccer commanded significant betting interest, but the number of female bettors investing in women’s soccer has been doubling year-on-year.
The precedent set by last year’s European Championship underscores the potential of women’s sports as a profitable venture for bookmakers and the broader betting industry.
Notably, Flutter (FLTRF.L) and Entain reaped substantial dividends from the tournament. However, it’s worth noting that Entain did not immediately disclose the precise quantum of bets placed on the current World Cup.
Notably, the previous year’s Euros saw a record-breaking 1.5 million online bets.
