Bookmakers in the UK have seen an increase in the amount of bets placed on the Women’s World Cup compared to previous editions, despite the match schedule having reduced the amount of bets compared to last year’s Eurocup.
William Hill, now owned by bookmaker 888, claims to have placed 900,000 bets on the biggest sporting event in women’s football. The Cup is taking place for the first time in two countries, Australia and New Zealand.
“The reduction in quantity compared to the Euro may be a result of early morning times, but it is still significantly more than we would have had a few years ago,” said William Hill spokesman Lee Phelps.
Bookmakers celebrate growth in betting made by women
Entain, owner of the Ladbrokes and Coral brands, claimed it had seen “exponential growth” in sports betting and a record number of women placing bets globally.
England’s first three matches – one of the finalists – in the World Cup had a fifth of bets placed by women, according to the bookmaker.
“More of our customers are finding new ways to support their favorite teams – and that’s with a bet,” said Entain Chief Commercial Officer Dominic Grounsell.
Bets on co-hosts and semi-finalists Australia were up by 200%, boosted by the Matildas‘ strong campaign.
As such, the size of the sports betting market has risen exponentially, with football registering an annual increase rate of around 20% since 2020, according to a study by the German Sport University Cologne published in July.
Football, for example, leads in terms of the amount of bets, and the number of women who bet on women’s football doubles annually, according to the survey.
Women’s World Cup Final
The Women’s World Cup final will be played on Sunday, August 20, starting at 7 am (Brasília time) between Spain and England. Australia and Sweden fight for third place.
