Entain reports record 1.5M bets on UEFA Women's Euro 2022 tournament across its brands

Sports betting and gaming group Entain has announced that, as of July 28, it has registered a record 1.5 million online bets on the UEFA Women's Euro tournament across its sports gaming brands. UK bettors placed the most, measuring 46% of the total, followed by Germany at 22% and Brazil at 16%. 

In the UK specifically, the Ladbrokes and Coral brand 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.

Who’s going to win the Women’s Euro Final? ⚽

Women's football this week has seen a surge in popularity, with a record 1.5 million bets placed across our global brands during the tournament.

Who do you think will take home the trophy? 🏆

Vote below 👇 (1/2)#WEURO2022 pic.twitter.com/Dqx7ZBMGmS

— Entain (@EntainGroup) July 29, 2022

Interest in women's soccer has surged this year as television channels across Europe broadcast the contest during peak viewing hours. The England side, dubbed The Lionesses, blasted through the group stages and beat Spain and Sweden in the quarter- and semi-finals to seal their place in the final against Germany at Wembley Stadium in London. 

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 wrote in an official statement.

Entain’s data also reveals that, out of the 1.5 million total bets, 14% of these have been made by women. The interest gathered for this sporting event is described by the group as "a significant milestone" for women’s football, which has been touted as the fastest growing female sport in the world.

So far, 72% of bets placed with Entain’s brand Ladbrokes Digital UK back England to claim the trophy within 90 minutes of play. Women’s Euro 2022 is expected to reach a global live audience of more than 250 million, up from 178 million in 2017, Entain said.

Entain's Julie Doleman

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," she concluded. 

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. This boost in interest in women's sports is also seen at the sports betting industry.

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. 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.