Public interest in women’s sport is on the rise, with increased media coverage reflecting that momentum. But is this upward trend mirrored in the betting world?

Valentina Francione, Kiron’s Online Business Manager, spoke to a number of leading industry providers to explore whether betting adoption — both by women and on women’s sports — is increasing in line with their growing popularity.

Are you seeing a similar increase in betting volumes on women’s sports?

As the industry continues to evolve, we’ve seen a significant rise in the popularity of betting on women’s sports — and the data supports it. Sports betting has never been more accessible. Factors like the increasing participation of women in sport, the growth of digital channels, and the regulation of markets have all contributed.

With more exposure and easier access, sports betting has become a more socially accepted form of entertainment. This isn’t just a trend among women — it's broad-based — but the number of women signing up for sportsbook apps is growing at a strong pace. This kind of market growth is encouraging, and it naturally shines a spotlight on women’s sports, something we’re extremely supportive of and excited about.

Is this trend limited to one or two sports, or is it broader?

The increased interest spans women’s sports generally, but naturally, more popular sports such as football, cricket, and tennis are attracting the most attention. These are the sports that get the most airtime — and visibility drives engagement.

That said, momentum is building across the board. As more media rights are awarded and broadcast coverage improves, we expect betting volumes to follow. The correlation between exposure and activity is clear.

What can the industry do to better cater to this market?

The industry needs to support a more balanced and inclusive landscape. That means working toward genuine gender equality in both participation and representation. Encouraging women to enjoy and engage with sport — as fans and as players — should be a priority.

One key move is increasing airtime for women’s sports. Ideally, we reach a point where switching on the TV gives you equal access to both men’s and women’s competitions. With more visibility comes more opportunity — for audiences, for athletes, and for the broader industry.

If we get this right, we don’t just create a fairer environment — we also lay the groundwork for sustainable, long-term growth across new player segments and markets.

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