The International Betting Integrity Association has commissioned a study to look into the commercial and integrity aspects of women’s sports and sports betting.
The initiative is supported by FTSE 100 operator Entain, sports technology company Stats Perform and the All-In Diversity Project, a not-for-profit industry-driven initiative that benchmarks diversity, equality and inclusion.
The news of the study comes as the 2022 Uefa European Women’s Football Championship enters the quarter final stages in England.
The project partners will collaborate with the German Sports University of Cologne to explore the links between the popularity of women’s sports, betting on women’s sports and rising numbers of female sports bettors.
To date, very little research has been conducted on the topic.
In 2019, the American Gaming Association found that 31% of core sports betting customers are women, while a 2021 study from marketing group Hot Paper Lantern confirmed the finding that around one third of bettors in the US are women.
The surveys have been hailed as real eye openers for many sports betting operators, indicating that there is a large untapped market that has yet to be targeted.