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Breaking Barriers in Women’s Sports Betting and Integrity: A Global Study
As the Women’s World Cup in soccer approaches, anticipation is building for what could potentially be the most-watched women’s sporting event in history. Riding on this wave, a consortium of leaders in European sports betting has released a comprehensive global study entitled “Breaking Barriers: Assessing Women’s Sports, Betting, and Integrity Challenges.”
Exploring the Women’s Sports Betting Market
Conducted by the esteemed German Sports University Cologne, the study was unveiled at the iGaming Business Live! conference in Amsterdam. It delves into the size and characteristics of the women’s sports betting market, with a particular focus on five sports: soccer, tennis, basketball, cricket, and volleyball.
Of these sports, soccer emerged as the leading contender in terms of betting activity. With an impressive annual growth rate of 20% since 2020, it has more than doubled female participation in betting. Tennis, basketball, and cricket have also witnessed substantial growth rates, exceeding 10% from 2017 to 2022. Notably, the total volume of bets placed on women’s sports has increased for both men and women alike.
Khalid Ali, CEO of the International Betting Integrity Association (IBIA), recognizes the significance of this growth and its potential for the betting market. However, he emphasizes the need for increased vigilance and proactive measures to safeguard sports integrity and combat match-fixing in women’s sports. As Ali states in a press release, “There is no room for complacency.”
Educating to Combat Match-Fixing
While the study indicates that match-fixing is less prevalent in women’s sports compared to men’s sports, the lack of extensive data hampers drawing definitive conclusions. Consequently, the study authors put forth several recommendations to strengthen integrity in women’s sports:
- Enhancing monitoring and fostering collaboration between sports governing bodies, betting operators, and law enforcement agencies
- Developing tailored education and communication programs to raise awareness about the risks of corruption and match-fixing among athletes, coaches, and support staff
- Promoting fair wages and economic transparency in women’s sports to mitigate the risk of corruption and match-fixing
Christina Thakor-Rankin, co-founder of the All-in Diversity Project, emphasizes that this study initiates a crucial conversation with the betting industry regarding women’s sports. By comprehending the ever-evolving landscape, stakeholders can ensure the safety of customers, sports betting operators, athletes, and the sport as a whole.
In addition to the All-in Diversity Project and the IBIA, the study was sponsored by prominent industry players, including Entain, Flutter, and Stats Perform.
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