Entain’s data shows increased global female support for the 2023 World Cup

As the global women’s sporting event approaches its conclusion this weekend, Entain has revealed a remarkable rise in betting activity for the Women’s World Cup worldwide.

A notable trend, highlighted by Entain’s UK sportsbook, is the increasing number of women engaging in bets on women’s football. 

In the UK, Entain’s Ladbrokes and Coral brands reported that during the first three England matches, an average of 21% of bets were placed by women. This marks a 17% upturn from the 2022 Women’s Euros and 13% during the last World Cup in 2019.

This surge in female bettors is mirrored in the co-hosting nations, where the tournament is taking place in the southern hemisphere for the first time.

Data from TAB New Zealand, an official sponsor and partner of Entain, has revealed that almost 15% of bets recorded by the platform were made by women, an increase from 9% in 2019.

The co-hosts have also witnessed a broader rise in Women’s World Cup betting activity. TAB New Zealand noted a staggering 365% surge in the number of bets placed on the tournament this year, while Australia saw an increase of nearly 200%, driven by the Matildas‘ (the Australian Women’s National Team) impressive progress.

Across the Atlantic, BetMGM reported three times the number of bets for the US women’s team’s opening game compared to Lionel Messi’s debut for Inter Miami CF.

Meanwhile, a study co-funded by Entain and conducted by IBIA revealed that football leads the volume of bets in women’s sports, with an annual growth rate of about 20% since 2020.

Dominic Grounsell, Entain’s CCO, said: “This summer, we’re witnessing the biggest Women’s World Cup in history and around the world there is a growing audience and appetite for women’s sports. More of our customers are finding new ways to support their favourite teams – and that’s with a bet.”