After England’s dramatic victory in the final of the UEFA Women’s Euro 2025, our Guest Author, Ben Cullen, Head of Trading at Midnite, says the women’s game is growing increasingly popular with punters.
From a trading perspective, the Women’s Euros, won by the England team in a dramatic penalty shoot-out, was one of the biggest betting events of the summer.
In revenue terms, it fell just shy of Royal Ascot and outperformed both the men’s Wimbledon tournament and the World Matchplay Darts, which it more than doubled in size.
In fact, when we look back at our top events over the past two months, the Women’s Euros final was our third biggest overall – beaten only by the FIFA Club World Cup final and the UEFA Nations League final. That puts it ahead of some huge occasions, including the darts final held on Sunday night.
It’s a real sign of growing engagement and enthusiasm from bettors.
Punters Patriotism
Punters were particularly drawn to England games, which were by far our most popular fixtures. The final, in particular, saw a significant spike in active users and overall revenue, the culmination of a trend we saw throughout the tournament, with betting activity growing round by round.
We leaned in heavily with price boosts across the Euros and, while these helped drive engagement, they weren’t without risk. In the final, for example, we offered a Super Boost on England to lift the trophy, which was incredibly popular. It came in and that alone saw us pay out a hefty chunk. Looking at the tournament as a whole, the Match Result market was a winner for us, but the tournament as a whole actually delivered a loss.
One of the standout markets was total goals. This was the most popular betting option with our customers and one where, again, they came out slightly ahead. Match Result followed in popularity and our price boosts – despite being a fifth-place finisher in terms of volume – were our biggest losing market overall. We were aggressive with the value on offer and customers capitalised.
Key to Calender
From my perspective, what’s most encouraging is how these results reflect a shift in betting behaviour. Women’s football is no longer treated as a niche betting event, it’s becoming a core part of the calendar, and punters are approaching it with confidence and enthusiasm. That’s great for the sport, and it’s exciting for us as bookmakers.
The Euros proved to be a perfect warm-up for the new football season and after a month of profitable punting, many of our customers now have plenty of dry powder ahead of the new domestic campaign. While we didn’t come out ahead overall, the tournament was a huge success in terms of engagement, growth, and momentum.
For us at Midnite, it’s another sign that the women’s game has well and truly arrived.
