The Lionesses are in the final and for LiveScore Bet, betting on the Women’s World Cup has enjoyed exponential growth. The women’s game is now as much of a component of the app as the Premier League, says sportsbook director James McKay.
Making a like-for-like comparison on Women’s World Cup betting is particularly tricky for LiveScore Bet. The 2019 tournament in France took place almost two years before LiveScore Group added its namesake betting product to its ecosystem, alongside its sports media app.
It was up and running for last summer’s European Championships, where the Lionesses triumphed over Germany in the final. That victory, sportsbook director James McKay explains, played a huge role in bringing a wider audience in the UK.
“The audience is there even if the England team hadn’t made the knockout stages in Australia and New Zealand,” McKay says.
Following their 3-1 victory over Australia, they’re preparing their first Fifa Women’s World Cup final against Spain this Sunday (20 August).
In the UK, “the Lionesses winning helps”, he admits. “After the Euros, they became overnight heroes almost,” McKay says. “They’ve got an opportunity to influence a generation and that brings football fans across from enjoying the men’s game to the women’s game. I think they’re also attracting a different type of person.”
Others are saying the same. Recent figures from Entain, released this week, revealed women placed 21% of bets on the tournament so far, compared to 17% in the 2022 Euros, and 13% during the 2019 World Cup.
