In the buildup to the highly anticipated final showdown between England and Germany in the Women’s Euro 2022, betting trends have unveiled a remarkable surge in online wagers, marking a significant milestone for women’s football. With insights provided by Entain, a leading player in the sports betting industry, it’s evident that women’s football is not only gaining traction on the field but also captivating audiences in the realm of sports wagering.
The Emergence of Female Bettors:
Delving into the numbers, it’s fascinating to note that 14% of the 1.5 million online bets placed on the tournament were by women. This statistic underscores a changing landscape in sports betting, where traditionally male-dominated domains are increasingly being infiltrated by female enthusiasts. The UK, in particular, has seen a noteworthy fivefold increase in bets compared to the Women’s Euro 2017, with a remarkable sixfold increase in bets placed by women.
National Fervor and Betting Preferences:
As the tournament unfolds, national fervor has translated into significant betting activity. UK fans lead the charge, contributing 46% of total bets, closely followed by Germany and Brazil at 22% and 16%, respectively. Interestingly, betting patterns reveal a strong allegiance, with nearly 60% of outright bets from the UK favoring England, while a similar percentage from Germany backs the German squad.
Global Impact and Audience Reach:
Beyond the realm of sports betting, the surge in interest mirrors the exponential growth of women’s football worldwide. Entain’s statement highlights the anticipated global live audience of over 250 million for Women’s Euro 2022, a substantial increase from the previous edition. This upward trajectory underscores the growing popularity and acceptance of women’s football as a mainstream sporting spectacle.
Wider Implications for Women’s Sport:
The buoyancy witnessed in women’s football extends beyond European competitions. The Women’s UEFA Champions League and Women’s FA Cup have both experienced significant spikes in betting activity, indicative of a broader trend in the sports betting industry. These statistics not only reflect the growing enthusiasm for women’s sports but also signify a shift in the dynamics of sports wagering, with women playing an increasingly prominent role in the domain.
Industry Perspective and Future Prospects:
Julie Doleman, Managing Director UK & Ireland Digital at Entain, emphasizes the seismic rise in popularity of women’s football and its correlation with the surge in betting activity, particularly among female customers. With Entain’s diverse portfolio of global sporting brands, the stage is set for offering fans immersive experiences and bringing them closer to the action. Looking ahead, the anticipation for the FIFA Women’s World Cup next year ignites excitement and optimism for the continued growth and evolution of women’s football on both sporting and wagering fronts.
The narrative of women’s football is evolving rapidly, transcending boundaries and reshaping perceptions in the world of sports wagering. As audiences worldwide tune in to witness the drama unfold on the field, the surge in betting activity serves as a testament to the growing prominence and acceptance of women’s football. With each tournament and milestone, the trajectory of women’s football continues to ascend, promising a future brimming with possibilities and opportunities for fans and bettors alike.