A study on women’s sports and sports betting will be introduced at IGB Live on July 12 in Amsterdam.
“Breaking Barriers: Assessing Women’s Sports Growth, Betting Trends, and Integrity Challenges,” conducted by the German Sport University Cologne, will be presented by Henry Steinfeldt, a professor at the university. The study was produced with support from the International Betting Integrity Association, the All-In Diversity Project, Entain, Flutter, and Stats Perform.
The study analyzes the economic development of five women’s sports: soccer, tennis, basketball, cricket, and volleyball. It also examines betting trends in and the integrity of women’s sports.
“Women’s sport has moved from the margins to the mainstream. It is the future of sport and sports betting,” said IBIA CEO Khalid Ali in a statement. “That is why understanding the transformation of women’s sports and what it means for the sports betting market and sports integrity is so important. With the women’s football World Cup due to start in July, this is a great moment to kick off the conversation about women’s sports, betting, and integrity at IGB Live.”
The study explores how the rapid growth of women’s sports impacts the number of bettors, bets placed, and betting volume and assesses if there are unique characteristics to women’s sports betting. Also, the study provides an assessment of the potential integrity threats to women’s sports, including match-fixing, level of play, involved stakeholders, and financial and sports consequences.
“As women’s sports continue to gain popularity, so does the expansion of sports betting within this domain,” said German Sports University Professor Dr. Sören Dallmeyer. “One of our roles as a research institution is to study this rapid growth closely. Based on existing scientific evidence and data, we aim to identify where threats to the sport’s integrity may arise and determine the most effective strategies to counteract these challenges.”
“The rise in women’s sport is bringing in a new, younger and more female generation of sports bettors whose attitude and approach to betting is very different to male bettors,” said All-in Diversity Co-founder Christina Thakor-Rankin. “This has implications not just for sports integrity, but also trading practices, market making and safe gambling. By understanding what this new and rapidly evolving landscape looks like we put ourselves in the best possible position to keep customers, sports betting operators, athletes and sport safe for all.”