Latest UKGC Study Shows Rise in Women Betting on Football
New data released by the Gambling Commission shows a rise in football betting among women. It is based on the latest research that took place during Euro 2024.
Euro 2024 data shows an increase in women betting. © Michal Jarmoluk, Pixabay
Gambling Commission Data Shows Rise in Women Betting
A rise in women betting on football was detected during Euro 2024, according to a new report.
Data collected by the Gambling Commission, which is responsible for regulating the UK betting industry, identified trends at this summer’s European Championship.
England’s run to the final of the tournament, where they were beaten by Spain, led to a spike in football betting on Euro 2024 matches.
The Gambling Commission found a significantly larger spike in females betting on Euro 2024 this summer compared to males.
Its research showed 6.6 per cent of female respondents said they placed bets on football before the tournament started, but this increased to 9.6 per cent during the event.
After Euro 2024 was over, 13.3 per cent of female respondents to the study said they placed bets on football, indicating a large rise in interest.
Impact of Advertising
Gambling advertisements are a hot topic right now, but respondents to the Gambling Commission’s research – which was conducted in partnership with Consumer Voice research provider, Yonder – suggested they were largely unaffected by them.
Indeed, less than 10 per cent of the survey participants stated that they had been persuaded to bet during the Euros as a result of an advert for a betting brand.
Over two-thirds (67 per cent) of the respondents also said they spent around the same amount of money betting on football matches at Euro 2024 as they had planned.
Betting bonuses such as free bets remain a crucial tool to drive interest in football gambling.
The Gambling Commission’s data found three out of four respondents to the research had used free bets during the tournament, indicating how widely available they have become.
Future Growth
The Gambling Commission looked into whether the spike in activity around betting on football during Euro 2024 would continue in the future.
More than half (52 per cent) of those who took part in the survey said they would bet on the Premier League, while over two-thirds (67 per cent) planned to bet on the World Cup.
But the data was largely unchanged from the start of Euro 2024 to the end, which suggests football betting will not see a particularly big increase in the coming years.
“The 2024 UEFA European Football Championship (Euros) was a landmark event, not only for football fans but also for the gambling industry,” said the Gambling Commission’s blog post.
“This tournament provided us with a unique opportunity to explore the impact of the Euros on consumer behaviour, particularly following England’s impressive run to the final.”
