Sports betting grows both among women and in women's football
Photo: Rebeca Reis / Staff Images Woman / CBF

The turning point for women’s football worldwide took place in 2019, due to the enormous repercussions of the World Cup in France. From then on, the interest increased absurdly with attendance records in stadiums, growing audience of games broadcast on TV, more tournaments and partnerships between clubs and bookmakers.

The main brands in the industry point to an increase in both the flow of bets on women’s matches and the participation of women. According to Casa de Apostas, the number of bets on women’s championships rose 139% in 2022 compared to 2021. For Esportes da Sorte, the market tripled between one year and another.

“The industry has grown as a whole, the visibility around sports broadcasts and social networks is massive, and as it should be, the bets around these competitions have also gained prominence”, said Hans Schleier, marketing director of the company.

Paty Fernandes, 31 years old, followed all this rise of the sport closely. Content creator and gambler since 2017, she was one of the few women in the business at that time. The boom, according to the digital marketing specialist, occurred in the last two years.

The growth follows the movement of sports betting houses in this period. Of the 20 clubs in the men’s Série A, for example, 19 have an agreement with one of these companies. In Brasileirão 2022, all teams had these partnerships. The naming rights for Série B have also been owned by the sector since last year.

“People started researching, got in touch with this world and are starting to understand more. Two years ago, we created the ‘Bethanias’, with one live per week. The program opened doors for other women, it gave voice to those who wanted to enter this market”, said the content creator to ‘Globo’.

Women have started to take up sports betting significantly over the past three years.

Three years ago, men represented between 90% and 95% of the public on the Aposta 10 website. Currently, it is at 70%. On the Esportes da Sorte platform, the percentage reached in 2022 among bettors was 43.8% — in 2021, the house presented an average of 36%.

The division of age groups also indicates great profile diversity; from the youngest, between 18 and 24 years old (34%), to women over 55 years old (5.2%). Between 45 and 54 years old, the average is 15%, and most are in the range between 25 and 34 years old, with 45.3%.

“All the publicity is reflected in this return, and it is worth an addendum, that the semifinals of the last Brazilian Championship took four clubs with huge fans, cases of Flamengo x Internacional and Corinthians x Palmeiras, and the presence of Corinthians and Palmeiras in the women’s Libertadores. Consequently, this also contributed to these accesses”, mentioned Darwin Filho, CEO of Esportes da Sorte.