BetMGM Sportsbook has seen an increase in women bettors and betting on women’s sports in the last year, led by the rise of star talent and increased national television coverage.
BetMGM data indicates a 25% increase in women betting at the sportsbook from 2022 to 2023. The sportsbook also reported receiving 2.5 times more bets on women’s college basketball this year when compared to last year.
“The growth year on year has been exponentially driven by prominent players, like Caitlin Clark, becoming household names and an increase in the number of televised women’s games,” Matt Cosgriff, Direct of Trading at BetMGM said.
As North Carolina sports betting and March Madness get underway, BetMGM Sportsbook NC expects to see a new wave of women bettors.
Sports betting demographics are shifting
It’s not just customers betting on women’s sports but also a change in demographic, with more women betting on sports in general. According to BetMGM, there was a 51% increase in the number of women wagering on the Super Bowl in 2024 compared last year. From 2022 to 2023, there was a 20% increase in women playing poker or participating in iGaming activities, such as casino wagering and card games.
The sharp rise in betting on women’s sports
BetMGM released a report last year, stating that the sportsbook observed a 27% YoY increase in active WNBA bettors.
According to that report, “The rise in WNBA wagering continues a trend at BetMGM in betting on women’s sports. BetMGM has seen an over 40% YoY increase in betting on women’s tennis and golf. By comparison, men’s leagues like MLB and the NHL experienced an 18% and 25% increase in bets, respectively. The 2023 Women’s FIFA World Cup was the most-bet Women’s World Cup ever at BetMGM. The United States Women’s National Team drew the majority of the handle to win the World Cup.”
BetMGM Women’s March Madness betting insights
Women’s March Madness betting is now in full swing, and BetMGM has South Carolina as heavy favorites. After opening at odds of +290, the Gamecocks have collected the most handle in the outrights table, at 35.2%.
Iowa’s odds have stayed around the same as the opening line, moving from +600 at open to +650 and now back to +600. The Hawkeyes have picked up a handle of 27.1% with a ticket percentage of 34.7.
LSU is third on the list of favorites to win it all this year, with minor line movement. After opening at +550, LSU’s odds have lengthened to +750 this week. BetMGM has collected handle of 13.3% on LSU to win.
“In the women’s tournament, we need a long shot to win it all – hopefully longer than a Caitlin Clark three. All of the favorites, South Carolina, Iowa, and LSU, are liabilities for BetMGM,” Seamus Magee, Trading Manager at BetMGM, said.
The top North Carolina team on BetMGM’s table is NC State, which opened at +1600 and has grown to +5000. They enter the tournament as a three-seed in the Portland-4 bracket.
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