The turning point for global women’s football came in 2019 due to the huge response to the World Cup in France. Since then, interest has grown dramatically with record stadium attendance, increased attendance at televised games, more tournaments and club-to-club partnerships. lottery company.
Major brands in the industry point to an increase in both betting traffic and female participation in the women’s game. According to Casa de Apostas, the number of bets on the women’s championship in 2022 has increased by 139% compared to 2021. For Esportes da Sorte, the market has tripled year-on-year.
Hans Schleier, the company’s marketing director, said: “The whole industry is growing, there is a lot of awareness around sports broadcasting and social networking, and rightfully so is the betting around these games.”
Paty Fernandes, 31, has followed the sport’s rise closely. A content creator and gambler since 2017, she was one of the few women in the industry at the time. According to the digital marketing expert, this boom has happened over the past two years.
This growth was accompanied by the development of sportsbooks during this period. For example, 19 of the 20 clubs in the men’s first division have an agreement with one of the companies. In Brazil 2022, all teams have these partnerships. The naming rights to Série B have also been owned by the department since last year.
“People start researching, getting in touch with the world, and starting to learn more. Two years ago, we created ‘Bethanias,’ a weekly livestream. The program opened doors for other women, and it offered those who wanted to break into this market voice,” the content creator told The Globe.
Over the past three years, women have become heavily involved in sports betting.
Three years ago, men made up 90 to 95 percent of the public on the Aposta 10 website. Currently, it is 70%. On the Esportes da Sorte platform, the achieved percentage among bettors in 2022 is 43.8% – in 2021 the bookmakers averaged 36%.
The breakdown of age groups also shows a huge diversity of profiles; from the youngest 18 to 24 years old (34%) to women over 55 years old (5.2%). Between 45-54 years old, the average is 15%, and most of them are 25-34 years old, accounting for 45.3%.
“All the hype is reflected in this comeback, and it’s worth adding that the semi-finals of the last Brazilian Championship attracted four clubs with large numbers of fans, Flamengo x Inter and Corinthians x Parr Melas, as well as the presence of Corinthians and Palmeiras Ladies Libertadores. So that also contributed to these visits”, mentioned Darwin Filho, CEO of Esportes da Sorte.