England’s winning ways in this year’s UEFA Women’s Euro 2025 have brought in record audiences, and this has translated from the TV screen to the betting slips according to Betfair.
Flutter Entertainment’s betting exchange tells SBC News that it has recorded some of the biggest volumes on women’s sport it has ever seen during this year’s tournament as the Lionesses battle from win-to-win.
Betfair Spokesperson, James Mackie, says: “The Women’s Euros have proven very popular with punters, in fact we’ve already seen more volume on the Betfair Exchange this tournament, with the final still to come, compared to the entire tournament in 2022.
“England’s heroic performances have definitely inspired punters and we have taken more bets on the games featuring the Lionesses than any of the others during this tournament.”
Will England’s patriotic punting beat the odds?
Captained by Leah Williamson and managed by veteran head coach Sarina Wiegman, the England squad has pulled off some impressive performances. A 2-1 win against Italy on Tuesday booked their spot in the final this Sunday against Spain, in a repeat of the 2023 World Cup final.
The semi-final was watched by a peak audience of 10.2 million people on ITV. This built on an already solid TV audience for earlier games, with 4.4 million people tuning into the England v Wales group stage game, eclipsing Chelsea’s victory over Paris Saint-Germain in the FIFA Club World Cup final.
Similar to many other tournaments, the England team’s victorious run has prompted a lot of patriotic punting on the Betfair Exchange, as Mackie alluded to. These punters will certainly get their money’s worth if England pull off a win this weekend, with Spain the favourite for this eagerly-awaited rematch.
“It’s safe to say Sarina Wiegman’s side haven’t got to the final the easy way, and if they are to retain the Euros trophy then they will have to defy the odds, as Spain are the 4/9 favourites, while England are outsiders at 9/4,” says Betfair’s Mackie.
“At one point, England were matched at a high of 31/1 in the outright market, which sums up the incredible comebacks they’ve had along the road to the final.
“If the Lionesses make history, it wouldn’t be the first time an English side overcomes a short priced Spanish favourite in a European competition this season.
“Barcelona were as short as 1/4 to beat Arsenal in the Women’s Champions League final before the Gunners’ 1-0 upset. I’m sure we’d all take a similar result on Sunday! Come on, England!”
If Betfair’s comments are anything to go by, the Women’s Euros has been a customer engagement triumph for bookmakers.
FIFA may be disheartened to learn that the reception for the Club World Cup was not quite the same, with Betsson AB’s CEO telling iGaming Daily that “the tournament will have to keep on growing and become more popular”.
It seems that the Women’s Euros has cemented itself as the big football tournament for this year’s Summer of Sport, building on the success of 2022. The task for operators, media and other stakeholders will be in seeing if this can be replicated when domestic leagues like the Women’s Super League (WSL) resume.
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