Sports Betting Advertising is Targeting More Women
Published: June 16, 2025
When people think about sports betting, many picture a space dominated by men. But as both sports betting and women’s sports continue to grow in the United States and across the globe, sports betting operators are increasingly attempting to entice more women to make bets. This move may lead to a broader audience for sports betting and other kinds of gambling than previously assumed, as well as a greater need for messages that encourage responsible play.
In Australia, where various forms of sports betting and gambling have been legal for decades, surveys in two states showed that women and men gambled at roughly similar rates, according to The Conversation. Gambling ads in Australia use female influencers on social media, sponsorships of reality dating shows, and new products such as bets on pop culture events like Eurovision to appeal to a female audience.
Though women and gambling remains understudied, several researchers have recently suggested that marketing tailored to women has resulted in a shifting perception of gambling as a more accepted form of female entertainment, according to Harm Reduction Journal. Some researchers have suggested that advances in technology may also be lessening the stigma of participating in traditionally male-dominated spaces.
Regardless of the cause, more and more people of all genders are engaging in sports betting and gambling. That makes it even more important to put responsible gambling at the forefront. Here’s how you and the people you know can keep your play responsible:
- Play with a game plan: All games of chance — from casino gambling to making a bet on your favorite women’s basketball team — involve risk. Following these three steps ensures that you can keep your play fun.
- Set Limits: Make sure to set limits on how much money you spend and how long you play.
- Recognize the Risk: Recognize that gambling and sports betting is risky.
- Know When to Stop: Know that sometimes you must walk away to keep your play responsible.
- Gauge your risk: Is your gambling and sports betting putting you at risk for a gambling disorder? Take our two-minute quiz to gauge your risk level.
- Talk it out if you need help: Never hesitate to call the 24/7, free, and confidential Ohio Problem Gambling Helpline at 1-800-589-9966 or text 4HOPE to 741741. Trained and understanding specialists are ready to take your call. The Ohio Gambling Telehealth Network also offers no-cost virtual telehealth services.