Female sports bettors are on the rise and their involvement in sports has increased.
Women’s Sports are experiencing growth in terms of their players, their games, and viewers despite the continued struggle with gender equality. Because of this, potential female bettors have been intrigued to start participating in betting on sports. When women see other women being represented in sports, they begin to feel at ease in watching women’s sports and have more of a desire to be involved (“Women and Sports Betting”).
There has been an opportunity for sports betting to play a role in the ongoing expansion of female athletes and their sport. For instance, Minter states, “Betting boosts audiences, media coverage, and sponsorships”(“Sports Betting Is Great for Women Athletes”, 2023, para. 1). It is also beneficial to the fans, viewers, and athletes.
Barriers with female sports bettors.
The sports world has been male-oriented for many years, i.e., male athletes, male coaches, and male sports bettors. As a result, male-oriented activities have been a label since the beginning of time. The majority of sports betting businesses are not interested in targeting women, which is why women are not seeking jobs that involve sports betting. Not only are jobs in sports betting not on the radar for women, but also sports betting for leisure activities. There are many barriers involved in sports betting for women, such as:
- Cultural stereotypes: Traditional gender roles have often portrayed sports betting as a male-dominated activity, leading to the misconception that women are less interested or knowledgeable about sports and gambling.
- Social barriers: Women may face social barriers and stigma when participating in sports betting, such as judgment from peers or family members who perceive it as unladylike or inappropriate. These societal pressures can deter women from openly engaging in sports betting activities.
- Lack of targeted marketing: Historically, sports betting operators have primarily targeted their marketing efforts towards male audiences, further reinforcing the idea that sports betting is primarily for men.
Making their mark
However, despite the barriers, there has been an increase in women participating in sports betting. Companies and programs have been formed to help women learn how the sports betting world looks. In addition, sportsbooks around the country are changing, to accommodate for the growth of sports betting. The future is bright and on the rise for women’s sports and female bettors.
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