Will the rise on betting in US women’s sports continue?

Will the rise on betting in US women’s sports continue?       

Certain sports and divisions have long dominated the sportsbooks, but change is on the horizon. Over the last year, there’s been a significant increase in betting on women’s sports in the US market, highlighting the potential for future growth within this space. 

Women’s basketball has been particularly successful in breaking through into the mainstream, drawing significant audiences and attention over the last twelve months. During the 2024 National Collegiate Athletics Association (NCAA) Women’s March Madness tournament, the leading US sportsbook FanDuel set new records in per-game betting volume round by round. 

The 2024 Women’s National Basketball Association (WNBA) season also saw a major spike in interest. For example, Caesars Sportsbook reported a 516% increase in bet counts during the opening night. 

The Paris Olympics also had a major impact on the space this year, with 24% of all Olympics bets placed through FanDuel being on women’s events. Soccer and gymnastics were the most notable areas of interest, drawing in far more betting activity in comparison to the men’s events. 

Speaking of soccer, the Women’s World Cup proved the third biggest competition by betting volume on Sportsbet in 2023 (only behind the Men’s World Cup and the English Premier League). This suggests it could draw just as much attention in 2027, so it’s worth sticking a reminder in the calendar for future plans. 

Rising interest in women’s sports within the US could also be behind an increase in the number of female customers engaging with platforms. Currently, women account for 12% of monthly sports bettors in the US, so clear room for further growth remains on the table. 

There was a 115% increase in women signing up for mobile sports betting apps from 2020 to 2023, a trend that could continue if the current widespread interest in women’s sports in the US is maintained. Sustained mainstream coverage of major female athletes and figures across a variety of sports could well help to drive further interest among this demographic. 

Companies seeking to expand within the US should definitely pay close attention to the potential of the women’s sports audience. Expanding focus across both men’s and women’s sports may well be the path to a wider customer base and significant growth opportunities. 

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