YouGov study claims women are “active, under-served bettors”
The report, which was commissioned by Stats Perform and the Women’s Sports Group, suggests “small adjustments” to women’s sports betting approach could result in new growth opportunities
New research commissioned by Stats Perform and the Women’s Sports Group has suggested women are “active, under-served bettors who enjoy the social aspect of betting”.
The research was carried out via YouGov to help sports media, sponsors and sportsbooks better understand the full potential of betting on women’s sports and female bettors in general.
The report’s headline recommendation, alongside female bettors being under-served, is that both female and male bettors find women’s sport an equally appealing market to gamble on.
The report noted that women’s tennis is highly popular, and that women’s football is in the top four sports of any gender watched or followed by bettors of both genders.
However, there remains a lack of betting options when it comes to female sports, according to YouGov.
The study surveyed 2,500 female and 2,500 male sport bettors and found that, regardless of gender, bettors want more opportunities to bet on women’s sport and more information to be at hand to inform those decisions.
Elsewhere, 90% of regular men and women bettors believe that they will watch the same, if not more, amount of female sport over the next 12 months.
Finally, regardless of gender, people that bet on women’s sport are consuming more sport in more places, particularly online and on mobile devices.
The study suggests that “small adjustments” by the sports media and betting industries would result in “significant new growth” for both business and the broader women’s sports ecosystem.
Delilah Fenner, data and integrity specialist with Women’s Sports Group, said: “This transformative research, conducted in collaboration with Stats Perform, marks a huge step in the evolution of women’s sports betting.
“The study presents undeniable evidence that all bettors want more opportunities to bet on women’s sport and that women are active, under-served bettors. This powerful data unlocks previously untapped revenue streams to set a new standard for the industry and we’re excited to be part of this change,” she added.
Alex Rice, chief commercial officer at Stats Perform added: “This research was a logical follow-up to the macro women’s sport research published with the IBIA [the International Betting Integrity Association] last year, which was very well received.
“We hope this latest study will help our partners in the sports media, sponsorship and betting industries establish themselves now as leaders in the women’s sports space, increasing its audience and coverage, whilst also bringing investment into the sector. The opportunity is there for those who are willing to invest now.”