Entain Records an Amazing 1.5 million Online Bets on The Women’s Euro 2022 Final

In the lead-up to perhaps one of the biggest events in Football this year – the women’s Euros final, sports betting and gaming company Entain has revealed it took more than 1.5 million online bets on the result.

According to a breakdown of its customer data, 46% of these bets came from the UK, with 22% from Germany and 16% from Brazil. The data also showed that female customers placed 14% of these wagers.

Compared to the women’s Euros final of 2017, betting shops Ladbrokes and Coral reported a five-fold increase in the total number of bets on the tournament. This data suggests a huge swell in the interest in the competition and significant growth in the viewership.

Regarding the breakdown of bets, 60% of all outright bets from the UK tipped the English to win the match, with the same being true of domestic bets from Germany supporting their team.

This massive increase in bets on this competition follows a more comprehensive up-tick in betting in the women’s sport in general, with the number of online bets on the 2021-22 Women’s UEFA Champions League 61% higher than the equivalent figure for the 2019-20 tournament.

In addition, the 2021-22 Women’s FA Cup drew 130% more online bets than the 2019-20 event. The proportion of female betters has also increased in recent years, with a 79% increase in women betting on the Women’s FA Cup from 2020 to 2022.

Entain’s managing director for digital in the UK and Ireland, Julie Doleman, making a statement on the changing habits of betting on the sport, said that “Women’s football has seen a phenomenal rise in popularity in recent years, generating an incredible buzz for the sport.”

She continued by saying: “This has also been reflected in betting activity on women’s football matches, which has grown at similarly seismic rates – particularly among female customers”.

Recently, Entain was also named as one of the leading businesses that have joined forces to carry out long-term research exploring the growth in women’s sports.

Entain is to combine with the German Sports University of Cologne and the international Betting Integrity Association – Stats Perform to conduct the research.

According to Entain, the initiative will focus on the “links between the popularity of women’s sports, betting on women’s sports and rising numbers of female sports bettors”.