Bet365 has highlighted significant advancements across North America in 2024, particularly within the sphere of women’s sports. Now operational in 11 U.S. states and Ontario, Canada, the company aims to narrow the gap with competitors like FanDuel and DraftKings.
In September, Bet365 announced the establishment of a new headquarters in Denver, Colorado, expected to employ 1,000 new staff as part of their North American expansion strategy.
The trading team reported ongoing increases in sports betting and a rising interest in women’s sports. Women’s college basketball is notably popular, supported by data from the Women’s National Basketball Association (WNBA), signaling a future growth market.
According to Aron Wattleworth, a trading leader at bet365, there’s been a notable rise in sports activity overall, with a significant boost in women’s sports leagues that have traditionally been overlooked. Bet365’s global WNBA activities have grown by over 67%, with some North American regions experiencing over 100% growth.
WNBA attendance and viewership have surged, positively impacting other women’s sports. Women’s Ultimate Fighting Championship (UFC) events, especially prominent title fights, while already appealing, have seen considerable growth, contributing to increased interest in women’s matches overall.
This WNBA season saw fans and bettors drawn to rookie Caitlin Clark, who played for the Indiana Fever. FanDuel and DraftKings also partnered with the WNBA this season, boosting market interest.
The finals saw New York Liberty overcome Minnesota Lynx, with Wattleworth crediting Clark and fellow rookie Angel Reese for heightened attention in WNBA betting arenas.
Wattleworth also noted a marked increase in prop bets over the past year, with certain individual player bets now as popular as game outcomes. For instance, NBA players like Steph Curry and Luka Dončić score more action on individual points lines than overall game totals. Similarly, in the NFL, bets on anytime touchdowns are thriving, spotlighted by players like Derrick Henry and Saquon Barkley.
Reviewing bet365’s performance across the four major sports in 2024, the Kansas City Chiefs’ Super Bowl win was not ideal for bet365, despite Lamar Jackson’s MVP accolade amid standout performances from Patrick Mahomes and Christian McCaffrey. In the NBA, the Boston Celtics’ victory over the Dallas Mavericks was favorable to bettors. Meanwhile, the New York Yankees bested the LA Dodgers in the World Series, mirroring a similar bettor-friendly outcome.
In the NHL, the Florida Panthers won the Stanley Cup, pleasantly surprising as Canadian teams were heavily backed, with the franchise clinching their first cup in a thrilling seven-game series against the Edmonton Oilers.
Wattleworth expressed: “The past year has witnessed numerous industry and sports-related growths. Bet365 has not only expanded geographically but has also broadened its league and betting market presence. Our dedication to innovation and delivering top-tier markets and products reflects our ‘Never Ordinary’ ethos.”
The original article, “Bet365 reveals strong growth in women’s sports in US and Canada,” initially appeared on EGR Intel.