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Bettors of both genders want more opportunities and information to bet on women’s sport, says new research

February 15, 2024

LONDON – 15 February 2024 – Stats Perform and Women Sports Group today released independent research via YouGov to help sports media, sponsors and sportsbooks understand the rapidly emerging potential of women bettors and betting on women’s sports.

Conclusions from the research suggest that women’s tennis continues to soar in popularity and that women’s football is now in the top four sports of any gender watched or followed by regular men and women bettors, but that it is characterised by a relative lack of associated betting options.

It also indicates that small adjustments by the sports media and betting industries would unlock significant new growth for themselves and the broader women’s sports ecosystem.

The landmark study covered 2500 women and 2500 men sport bettors and includes further insights such as:

  • Women’s sport appeals equally to men and women bettors
  • Regardless of gender, bettors want more opportunities and information to bet on women’s sport
  • Women are active, under-served bettors who enjoy the social aspect of betting
  • Over 90% of regular men and women bettors expect to watch the same or more women’s sport in the next 12 months
  • Men and women bettors on women’s sport consume more sport in more places, especially online and on mobile apps 

Data and Integrity Specialist, Delilah Fenner, from 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.”

Alex Rice, Chief Commercial Officer at Stats Perform said:

“This research was a logical follow-up to the macro women’s sport research published with the IBIA 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.”

To view the full research please visit