women “closely mimics the roadmap for men, as both genders prioritize brand, product and ease of financial transactions in top succession.” In addition, they reported that “preference deviates for women when it comes to the importance of friends and family referrals (41% women vs. 31% men) and the use of engaging social media content (38% women vs. 30% men).” Social media and the importance of trusted referrals is key for the retention of women bettors. Women bettors tend to lean towards social betting, whether that be with others on social media or with others for big events. The numbers are only going to get bigger as more and more broadcasters add women’s sports to their mainstream and premium broadcast schedules, but it is this last piece of information that provides a clue as to how and why the Women’s World Cup 2023, which will be played in Australia and New Zealand beginning in July 2023, could be transformational for women’s sports and betting. Women’s football/soccer is no longer just the fastest growing sport on the planet, it is quickly becoming a vehicle and rallying cry for women’s rights and the fight for gender equality across the world. Earlier this year, the U.S. women’s soccer team reached a landmark agreement with its governing body to end a six-year legal battle over equal pay, resulting in a deal that gives them pay and bonuses that match those of the men. The link between football and gender equality was kicked off in 2019 when the U.S. women won their second straight World Cup title and victory was met with fans chanting “Equal Pay!” The Canadian women’s soccer team winning Olympic gold saw a huge surge in the sport’s popularity and raised questions about the lack of merchandising compared to the men’s game. And it’s not just the west. Saudi Arabia has made women’s soccer a key part of its national diversification strategy, Vision 2030. Starting with women being allowed to go to soccer games (alongside being able to drive and go to For the affiliate willing to take the time and trouble to really understand this demographic, Women’s World Cup 2023 could be their biggest pay day ever. 19 G P W A t i m e s . o r g
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