England’s “Lionesses” certainly played their part, winning dramatic matches through extra time and penalties—sending hearts racing and betting volumes soaring.
A Turning Point: Women’s EURO Betting No Longer “Catching Up”
The 2025 UEFA Women’s European Championship has become more than just a football tournament—it marks a fundamental shift where women’s sports betting no longer lags behind. Across the UK, operators are reporting that betting volumes for the Women’s EURO have not only overtaken those for Wimbledon but also exceeded total wagers placed on the World Darts Championship. An in-depth feature by SiGMA News highlights how the 2025 Women’s EURO has redefined the sports betting landscape.
England’s “Lionesses” certainly played their part, winning dramatic matches through extra time and penalties—sending hearts racing and betting volumes soaring.
From bettor confidence to trading strategies, the data tells a clear story: women’s football is no longer niche. It’s now a fixture on the sports betting calendar, and the industry is adapting accordingly.
Women’s EURO Betting Beats Wimbledon and Darts in Engagement
According to London-based digital sportsbook Midnite—known for its mobile-first and promo-driven platform—the 2025 Women’s EURO became the company’s third most-bet-on summer tournament, trailing only the FIFA Club World Cup and the UEFA Nations League Finals.
Betting volumes for the Women’s EURO exceeded those of the men’s Wimbledon tournament and more than doubled that of the World Darts Championship.
“From a trading perspective, this was undoubtedly one of the biggest events of the summer. The final alone drove a huge spike in user activity and revenue,”
— Ben Cullen, Head of Trading, Midnite
This surge isn’t isolated. Industry-wide data shows that since 2020, Women’s EURO betting volumes have grown over 20% annually. Betting activity during the 2023 Women’s World Cup rose 365% compared to 2019—and this exponential growth is now the norm.
From Promotions to Retention: The Evolution of Betting Strategy
Midnite invested heavily in promotional offers during the tournament, such as “Super Odds for England to Win.” Although the campaign resulted in a net loss due to record-breaking engagement, Cullen emphasized the long-term gains.
“Short-term loss is outweighed by long-term customer acquisition. The goal is to funnel users into our high-margin Builder product, which lets bettors combine multiple outcomes into one customized bet.”
This “engagement over profit” approach reflects a broader structural shift across the industry. The key challenge? Balancing short-term acquisition with long-term retention—especially during high-profile events like the Women’s EURO.
However, heightened promotional activity has drawn regulatory attention. The UK Gambling Commission (UKGC) has warned operators about excessive promotions during such events, particularly when targeting casual or novice bettors. Striking the right balance is crucial to avoid encouraging risky behaviors or undermining loyalty efforts.
Bettor Behavior Signals Market Maturity
The most popular betting market during the tournament was Total Goals, which also became bettors’ most successful arena.
“Matches were often open and attack-driven. England frequently conceded early, leading bettors to favor high-scoring games or dramatic comebacks—especially in televised matches,”
— Cullen
Strong performance in prop bets and total goals markets indicates rising confidence among bettors. Midnite confirmed that user behavior for women’s events has now aligned with men’s betting patterns. Other operators have reported similar findings, as familiarity and strategic awareness grow steadily.
Operators Shift Product Strategy Toward Gender Equity
According to Cullen, trading strategies for women’s football are now closely aligned with those for men’s events—in pricing, promotions, and customer engagement.
“As the tournaments grow in size, we’re confident launching prop markets, boosted odds, and Builder products. We now approach women’s football with the same trading confidence as the men’s game.”
Midnite isn’t alone. Sky Bet launched a standout promotion during the final: “England vs. Spain: Get 40/1 for One Goal Scored” (paid in free bets). Bet365 ran a “Bet £10, Get £30” campaign throughout the tournament. Both brands significantly expanded their market depth, offering hundreds of props and customizable bets—highlighting the maturity of the Women’s EURO betting market.
This is no longer just about “inspiring moments.” The data is growing. The market is shifting from emotion to strategy—and it’s driven by the way people bet.
Not a Spotlight Yet, But Change Is Coming
England’s women’s team continues to dominate headlines. Nielsen reports that 59% of UK sports fans now engage with women’s sports. As visibility and team involvement rise, so does the influence on betting—especially during live broadcasts or high-stakes matches.
“Betting thrives on exposure. The more women’s sports are visible, the faster related products evolve. There’s still huge room for growth,”
— Cullen
Women’s Football: A Commercial Pillar, Not a Marketing Gimmick
Deloitte predicts global revenue for women’s football will grow from $740 million (approx. €677M) in 2024 to $820 million (€750M) by end-2025—making it the most commercially valuable segment in women’s sports. The broader women’s sports market is expected to reach $2.35 billion (€2.15B), with football accounting for over one-third.
For sportsbooks, this is not just about visibility—it’s about vertical expansion. Women’s football is no longer a peripheral market; it’s challenging the dominance men’s tournaments have enjoyed for decades.
This tournament didn’t create the trend—it confirmed it. Since 2017, women’s sports betting has grown 10–30% annually, with spikes coinciding with major tournaments. In the U.S., female bettors now make up 26% of the market, with 51% year-over-year growth between 2023 and 2024. While the UK is more conservative, cross-gender engagement is rising—especially among younger, mobile-first audiences who are more active in televised women’s events. The trend is expanding beyond Europe—Africa’s WAFCON tournament being the latest case.
