29 July 2022
Entain reveals record number of bets placed on the Women’s Euros, as the UK backs the Lionesses to bring football home
- A record 1.5 million online bets have been placed on Women’s Euro 2022, marking a significant milestone for the fastest growing female sport in the world
- In the UK, Ladbrokes and Coral have experienced a fivefold increase in the number of bets placed on the tournament, versus the Women’s Euros 2017
- Hopes are high for the Lionesses to finally bring the trophy home, after a stellar performance by the team in Tuesday’s semi-final
Ahead of the Women’s Euro 2022 final between England and Germany on Sunday, Entain, the global sports-betting, gaming and interactive entertainment group, reveals that the Lionesses are the favourites to win the trophy and bring football home. So far, 72% of bets placed with Ladbrokes Digital UK are on England to win the match in 90 minutes.
The Lionesses have had a spectacular tournament so far, sailing through the group stages by scoring more goals than any other team has ever done in this stage of the Women’s Euros, beating Spain in a tense quarter-final, and demolishing Sweden in Tuesday’s semi-final, with Alessia Russo’s sensational backheel goal taking centre stage. Now facing the final at Wembley Stadium in London on Sunday, England’s women’s team have already equalled their previous best performance, having achieved a second-place finish in Finland in 2009. Hopes are high for the Lionesses to finally bring it home for the nation, after the men’s team failed to clinch victory in last year’s Euro 2020 tournament.
Entain’s data also reveals that, as of 28 July 2022:
- 1.5 million online bets in total, across all of Entain’s brands, have been placed on the tournament. 14% of these bets have been made by women
- In the UK specifically, Ladbrokes and Coral have experienced a fivefold increase in the number of bets placed on the tournament (up to and including the semi-final), versus the Women’s Euro 2017. There has also been a sixfold increase in bets placed by women, compared to the previous tournament in 2017
- Fans in the UK have been the biggest bettors on Women’s Euro 2022, placing 46% of the total online bets, followed by Germany (22%) and Brazil (16%)
- From the beginning of the tournament, fans have shown their patriotic side, with nearly 60% of outright bets from the UK rooting for England to win. Likewise, there have been nearly 60% of outright bets from Germany banking on their home team to walk away as champions
This is a significant milestone for women’s football, which has been touted as the fastest growing female sport in the world. Women’s Euro 2022 itself is expected to reach a global live audience of more than 250 million across 195 territories, up from a global audience of 178 million for Women’s Euro 2017 in the Netherlands.
The sports betting industry is seeing a similar boost in interest in women’s sport. The number of online bets on the 2021-22 Women’s UEFA Champions League was 61% higher than the equivalent figure for the 2019-20 tournament (see Notes to Editors). Additionally, the 2021-22 Women’s FA Cup saw 130% more online bets than its 2019-20 equivalent. The two tournaments also saw increases in bets from women of 79% and 212% respectively over the same timeframe, as the sport has inspired female punters to watch women’s football and get in on the action.
Commenting, Julie Doleman, Managing Director UK & Ireland Digital at Entain, said: “Women’s football has seen a phenomenal rise in popularity in recent years, generating an incredible buzz for the sport. This has also been reflected in betting activity on women’s football matches, which has grown at similarly seismic rates – particularly amongst female customers. At Entain, we are perfectly placed with our bench-strength of global sporting brands to offer our fans exciting experiences and get them close to the action. With the FIFA Women’s World Cup taking place next year, we’re really excited to see what lies ahead for the sport.”
Entain has also recently joined forces with the International Betting Integrity Association, All-In Diversity Project, Stats Perform, and the German Sports University of Cologne to conduct landmark research exploring the phenomenal growth in women’s sports. The research will be published ahead of the Women’s World Cup in 2023, and will explore the links between the popularity of women’s sports, betting on women’s sports and rising numbers of female sports bettors.
2022 marks the first time that both the Women’s Euros and the Men’s World Cup have been held in the same year. Bettors who are feeling particularly patriotic can get the current odds for both tournaments at Ladbrokes and Coral online.
- ENDS -
Notes to Editors
The betting patterns on previous women’s football tournaments are as follows:
Women’s UEFA Champions League
2021-22: 403,858 total online bets, incl. 29,740 bets from women
2020-21: 299,750 total online bets, incl. 22,414 bets from women
2019-20: 250,377 total online bets, incl. 16,585 bets from women
Women’s FA Cup
2021-22: 90,152 total online bets, incl. 8,369 bets from women
2020-21: 55,335 total online bets, incl. 4,923 bets from women
2019-20: 39,189 total online bets, incl. 2,681 bets from women
About Entain plc
Entain plc (LSE: ENT) is a FTSE100 company and is one of the world’s largest sports-betting and gaming groups, operating both online and in the retail sector. The Group owns a comprehensive portfolio of established brands; Sports Brands include bwin, Bet.pt, Coral, Crystalbet, Eurobet, Ladbrokes, Neds, Sportingbet and Sports Interaction; Gaming Brands include CasinoClub, Foxy Bingo, Gala, GiocoDigitale, Ninja Casino, Optibet, Partypoker and PartyCasino. The Group owns proprietary technology across all its core product verticals and in addition to its B2C operations provides services to a number of third-party customers on a B2B basis.
The Group has a 50/50 joint venture, BetMGM, a leader in sports betting and iGaming in the US. Entain provides the technology and capabilities which power BetMGM as well as exclusive games and products, specially developed at its in-house gaming studios. The Group is tax resident in the UK with operations in a total of 31 regulated or regulating territories. Entain is a leader in ESG, a member of FTSE4Good, the DJSI and is AA rated by MSCI. The Group has set a science-based target, committing to be carbon net zero by 2035 and through the Entain Foundation supports a variety of initiatives, focusing on safer gambling, grassroots sport, diversity in technology and community projects. For more information see the Group’s website: www.entaingroup.com