England’s World Cup Run Boosts Betting, Fueled by Women Bettors

England’s run to its first appearance in the FIFA Women’s World Cup final appears to be stoking increased sports betting interest in the U.K. 

One British bookmaker has seen a higher number of bets placed than at previous Women’s World Cups, and a new report shows women bettors have been responsible for 21% of the bets placed this summer.

England will face Spain in the Women’s World Cup final on Sunday at 6 a.m. ET on Fox and Telemundo in the U.S. Its quarterfinal win over Colombia averaged 7.2 million viewers in the U.K. — and the forthcoming numbers for the Lionesses’ 3-1 thriller over Australia on Wednesday will likely be even higher.

Back Across The Pond

Women’s sports in general have seen a recent rise in sports betting interest and  viewership.

DraftKings tells Front Office Sports that the Women’s World Cup has been its third-most bet-on league/sport behind MLB and UFC since the tournament began on July 20. That’s impressive when considering that the same time period has also included Lionel Messi and Inter Miami’s run through the Leagues Cup, preseason NFL games, and the beginning of the PGA Tour’s FedEx Cup Playoffs.

No specific figures are available, but more American bettors potentially could’ve been waiting to bet on the USWNT in the later rounds of the tournament, before the U.S. crashed out in the Round of 16.