In a review of betting activity around the Women’s Euro 2025 football tournament, held in Switzerland in July, bet365 says it received a 64% increase in betslips compared to the previous championship played in 2022.
The UK sports betting site also revealed that its data showed a 44% rise in stakes when weighing up last month’s Women’s European Championship against Euro 2022.
It is reasonable to compare the two as there are several consistent factors at play.
Both tournaments featured 31 games played through the same month of the year and both saw England crowned champions.
Steve Freeth, the firm’s sports and trading expert, said: “The interest in Women’s football continues to grow at a rate of knots and having a successful Lionesses team certainly helps from a UK turnover perspective.
“The cherry on top being a number of bookmaker-friendly results at the business end of the tournament.”
A Big Win In The Women’s Euro 2025 Final
It was double delight for England as they won the European Championship for the second successive time led by head coach Sarina Wiegman.
With the game level at 1-1 after extra-time, Chloe Kelly fired the winning spot-kick as England won a penalty shootout 3-1 to lift the trophy.
Anticipation for that game saw a rise in betting activity, with a 63% increase in bet count over the 2022 final, when the Lionesses beat Germany 2-1 after extra-time.
There was also a 56% rise in stakes in betslips on the popular sports betting app.
Bet365 also revealed that the Euro 2025 final compared favourably against the Women’s 2023 World Cup final.
Coincidentally, that game played in Australia also featured a showdown between England and Spain.
Bet365’s figures showed that there were 16% more bets placed on the Euro 2025 final than the World Cup final with stakes 5% higher.
England eventually lost that game 1-0.
Global Appeal Of Women’s Football
The win over Spain was one of three England games to feature in bet365’s top 10 fixtures for betting activity at Euro 2025, accounting for nearly 24.75% of betslips and 23.4% of stakes.
The Euro 2025 final was top of the most-bet list, with the other two matches being England’s semi-final win over Italy (second place) and quarter-final with Sweden (fourth).
There were also signs that the interest in women’s football isn’t solely down to the success of the Lionesses or indeed UK-based.
Bet365 has a global presence in the sports betting market, and this was reflected in the fact that Italy and Spain both appeared four times each in that list of the 10 most popular fixtures, including their group game clash which Spain won 3-1.
Jim Munro is a betting industry and gambling expert who has been a national newspaper journalist for over 30 years, predominantly at The Sunday Times and The Sun, where he wrote a weekly soccer betting column. Jim also worked on the launch of Virgin Bet with Gamesys and was subsequently head of editorial at LiveScore, the sports media and betting group.
