To build a solid picture of how women’s sports betting is becoming more popular, we must first examine
the current sporting landscape, which helps us decipher why there’s been a surge in the number of
women looking to place wagers. We’ll break down some of the critical aspects and the most vital
components driving this new market and try to determine how far it could go in the new digital age of
sports betting.
A broader, more convenient range of options
Prior to the internet, sports betting followed a set pattern; in countries like the United Kingdom, bettors
would go to physical bookmakers and exchange cash for a written betting slip. It was a system that
worked for decades and is part of what helped fuel the profit margins for many of these companies to
switch from physical locations to global digital platforms.
The emergence of internet gambling has revolutionized sports betting. Most notably, it’s no longer just a cash business, as it was before the internet; you can now use dozens of different payment methods to place your sports wager.
This convenience and variety have attracted more people to the market. By opening your betting app,
depositing your money, and selecting your bet, there’s no need to go into a physical shop, get used to a
machine, or converse with somebody behind the counter to understand the odds. You can now do it at
your leisure, in your own time, via your smartphone. For female bettors, this convenience has fueled an
increase in those looking to bet on their favorite sports teams.
Payment methods
In addition, having multiple payment methods ranging from credit cards to bank transfers, cryptocurrency, and PayPal has also provided more options for women to place bets on sports and seek out markets
specializing in women’s sports.
PayPal is available in over 200 countries and was one of the early adopters that identified the incredible potential of providing a platform where people could connect their bank accounts and make transactions online.
It also proved to be an efficient and quick way for people to place bets, with many top sportsbooks specializing in PayPal and allowing a facility for female bettors to connect their accounts quickly and place a wager.
Soccer betting
The recent viewing figures from women’s soccer have allowed many of the game’s stars to break into the
mainstream. Female soccer players have long had to deal with sexism and discrimination, in addition to
being paid less than their male counterparts and often being told it’s because they don’t sell enough
tickets or play in front of big enough crowds.
However, the recent European Championships tournament in 2022, where multiple games were played in
front of a sell-out crowd in England’s most prominent soccer stadiums, and a final that brought in record
numbers of viewers have helped to turn many more eyes to women’s sports betting. It’s not just women betting on women’s sports either.
Men, who traditionally gamble more, can explore these markets as more of them emerge through this popularity, so it’s a ripple effect that fuels the popularity of the sport and gambling markets, with one market helping the other.
Combat sports and other markets
Female athletes like Serena Williams have paved the way for a generation of professional female sports
stars to begin earning the sort of money that their talent and hard work deserve. However, it’s in the world
of combat sports which has arguably seen the sharpest rise in popularity. For years, female boxers would
often be world champions while working a full-time day job; the money and popularity simply weren’t
there.
Following the rise of Laila Ali and, most recently, Irish sporting superstar Katie Taylor, who recently
participated in a fight of the year candidate with Amanda Serrano at a sold-out Madison Square Garden,
the pendulum has well and truly shifted with many people now paying close attention to female combat
sports.
There has also been a similar shift in opinion in MMA, where UFC stars like Ronda Rousey have
helped to bring in female fans from around the globe and fuel the uptake in the number of people placing
bets on female combat sports events.
The WNBA and women’s basketball have also experienced a spike in the number of people looking to
play and watch. Some of this is due to the accessibility facilitated by social media websites such as
YouTube, where people can watch tailored highlights of their favorite teams and athletes and explore
detailed blogs and details about specific elements of the WNBA.
Final thoughts
As you can see, the emergence of women’s sports betting has been fortified by the accessibility and star
quality of certain superstars within their respective fields. Given that these crossover stars can bring in
casual fans and can increase their brand to such a size that they help increase the overall
popularity of their sport, subsidiary markets like sports gambling can benefit immensely.
We should also mention that the accessibility of sports gambling has also played a key role. Whether this
accessibility is through mobile devices such as smartphones, tablets, or iPads, or the impact of over two
dozen states providing modern and transparent updates to their legislation, which has helped sports
betting companies advertise their services to millions of new customers, the improved visibility and ease
of access have both contributed to an increase in gambling by women and on women’s sports.
All the components we have discussed today have acted as a foundation for women’s sports betting to
become a more significant portion of the gambling industry. It feels as though we’re at the beginning of a
road where these sports will continue to grow in popularity.
With more states in the US set to legalize online sports betting and advertising and more money going into the development of women’s sports, it feels like it’s a sure bet that these markets will all continue to thrive in the current digital, international betting environment.
