Entain, a FTSE100-listed gaming and sports betting company, has reached a significant milestone for women’s soccer. The company that operates online and offline businesses processed 1.5 million online wagers on the Women’s Euro 2022 soccer competition on July 6. 

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The Lionesses are the favorites

On Sunday, England is the clear favorite to win the prestigious trophy. This is reflected in 72 percent of all wagers placed on the final through Ladbrokes Digital UK. The Lionesses have had a remarkable season thus far, scoring more goals than any other team that has ever competed at this stage. The team defeated Spain in a difficult quarterfinal match and Sweden on Tuesday to advance to the finals. With 46 percent of the 1.5 million wagers placed by sports fans in the United Kingdom, it is reasonable to assume that English patriotism has increased in anticipation of the national team winning the cup. 

Since the start of the Women’s Euro 222, six out of ten bets placed in the United Kingdom have favored England to win the tournament. Similarly, 60% of all wagers placed in Germany predicted the German national team to win. Both Ladbrokes and Coral locations in the United Kingdom reported a fivefold increase in wagers placed on the event compared to the 2017 tournament. In comparison to the previous benchmark, the number of wagers made by women increased sixfold at Entain. 

Women’s Euro 2022 Will Reach Over 350 Million Viewers 

It is projected that over 250 million participants from 195 countries and territories would attend the event. The figures are 40 percent higher than the global audience for the Netherlands tournament in 2017. The United Kingdom led in terms of the total amount of wagers placed on the event, followed by Germany with 22 percent and Brazil with 16 percent. 

Julie Doleman, managing director for UK & Ireland Digital at Entain, characterized the growth of women’s soccer as “phenomenal” and as “creating a tremendous buzz around the sport.” Similarly, the “seismic rates” of gambling on women’s soccer matches demonstrated the same concern. Doleman said that Entain’s “bench-strength of global sports brands” provide “exciting experiences” to fans while bringing them closer to the action.

Currently, the group is doing research on the unexpected expansion of women’s sports in collaboration with the International Betting Integrity Association, the German Sports University of Cologne, the All-In Diversity Project, and Stats Perform. Before the 2019 Women’s World Cup begins, the results of a research analyzing the link between the popularity of women’s sports, betting, and the increasing number of female bettors will be made public. In July, Entain launched four racing channels and declared its debut into the media market by producing a documentary and entertainment show. In the same month, the firm renewed its $5 million deal with Racing and Sports.

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