A NEW SPORTING ERA
From packed stadiums to record-breaking betting volumes, women’s sports are redefining fan engagement and shaping the future of sports betting.
We are experiencing a new era in sports history; one where women’s sports aren’t just part of the conversation but are leading it. Sell-out crowds, viral moments and new superstars are driving engagement like never before. This isn’t just cultural momentum - it’s reshaping fan behavior and sports betting trends, where female competitions are seeing unprecedented growth.
The momentum is two-fold. Women’s sports appeal to female audiences who have historically been underrepresented among sports fans, while also winning over more male fans who are seeing the same compelling storylines, rivalries and high-caliber competition they enjoy in men’s sports. Today’s fans aren’t just watching, they are connecting, following and engaging with their favorite athletes on social media. And that connection is personal. Influencers such as US rugby player Ilona Maher, who has 8.6 million social media followers on Instagram and TikTok, are amplifying that energy and drawing new fans into the conversation.
Sports bettors are responding, too. A 2024 survey found that 90% of men and women who bet on sports expect to watch the same amount or more of women’s sports over 2025.
Here are five key sporting moments that exemplify how women’s sports are surging from the margins to the mainstream.
1. THE US OPEN
Earlier this month, Belarusian Aryna Sabalenka became the first woman to successfully defend a US Open title since Serena Williams in 2014. Her opponent, Amanda Anisimova, was also the third American to reach the women’s final in the last three years and the match attracted an average of 2.4 million viewers on ESPN, up 50% on 2024.
This increased interest was also reflected by FanDuel customers, with the women’s matches attracting 1.8 million bets – a 32% increase since 2023 – outpacing a 27% rise in men’s matches over the same period. Four of the 10 highest-staked matches across the tournament were also from the women’s tournament. The event underlined that women’s tennis, long a global staple, is now a betting powerhouse, too.
2. UEFA WOMEN’S EURO 2025: A TOURNAMENT FOR THE AGES
The England women’s national soccer team, the Lionesses, defended their European Championships title in dramatic fashion, with Chloe Kelly scoring the winning penalty in a sold-out Basel stadium in Switzerland. The Lionesses, who played their first match 100 years after the men’s team, have now won more major trophies than their male counterparts.
Across the tournament, 657,291 fans attended 31 matches, the highest in the competition’s history, while the final drew a global live audience of 45 million. This wasn’t just a win on the pitch; it also produced significant engagement, with betting volumes climbing across Flutter brands as fans rallied behind their teams.
3. FRENCH OPEN: A SLAM FOR THE RECORD BOOKS
The 2025 Ladies’ French Open final, in which American Coco Gauff defeated Belarusian Aryna Sabalenka, wasn’t just a showcase of elite tennis; it became one of Flutter’s biggest betting moments. It was the third-highest tennis event in Flutter history, in terms of total money wagered, fuelled largely by US bettors who tuned in despite the time difference.
4. THE WNBA: A BREAKOUT YEAR
Meanwhile, in basketball, the sport’s new superstar is a woman. Caitlin Clark didn’t just join the WNBA in 2024; she redefined it. Her debut season helped deliver the league’s highest attendance in 26 years, with TV views nearly tripling year-on-year. The betting impact was just as striking: the WNBA bet count at FanDuel, Flutter’s leading US sports brand, rose 273% in 2024 compared to the 2023 season, with Clark alone accounting for 13% of all player prop bets – a wager on an outcome rather than the final score. Angel Reese, who the media has positioned as Clark’s main rival, wasn’t far behind at 5%, suggesting that rivalries drive both attention and wagering.
5. THE PARIS OLYMPICS: EQUALITY ON THE WORLD STAGE
The 2024 Games marked a historic turning point. They were the first Games to feature an equal number of male and female athletes, and equal prime-time broadcast slots for women’s events. This equal attention helped reverse a trend of declining Olympics viewership. Nearly 13 million US viewers tuned in to watch gymnast Simone Biles and Team USA take home gold, and viral moments, like the US women’s rugby team’s exhilarating bronze-medal win, dominated social feeds. At FanDuel, 24% of all Olympic bets were on women’s events, including 60% of soccer wagers and 79% of gymnastics bets.
TURNING SURGE INTO GROWTH
Flutter is moving quickly to turn this surge of interest into sustainable, long-term fan engagement. That means expanding betting options, with more prop bets for emerging women athletes and live in-game wagers, as well as enhanced digital experiences with greater personalization and richer content. It is also developing partnerships to broaden interest and win over a new generation of fans, with the aim to make every moment count for fans and foster vibrant communities.
This rise in women’s sports is rewriting the rules of fan engagement and sports betting. From soccer to tennis to basketball, Flutter’s data shows one clear trend: fans want more, and they’re ready to bet on it. A new generation of talent, amplified by social media and supported by strategic investment, is changing the sports landscape for good.
Find out how FanDuel is making every moment matter for women's sports.
