A recent survey by OLBG, conducted by YouGov, reveals that the 2025 Women’s Euros will attract more sports betting interest than several major sporting events, including the Six Nations, the Super Bowl, and the Ashes series.
The survey, which questioned 2,054 UK adults, explored betting preferences and behaviors for 2025, highlighting the most anticipated events among bettors. According to the findings, 16% of those who plan to bet in 2025 said they are likely to place wagers on the Women’s Euros, which will take place in Switzerland this July with England and Wales among the 16 participating teams. In comparison, only 9% expressed an interest in betting on the Super Bowl, 10% on the Six Nations, and 6% on the Ashes series.
The data further shows that men are more inclined to bet on the Women’s Euros, with 18% indicating interest, compared to 11% of women. The survey also highlighted regional differences in betting preferences, with the Grand National being the most popular event in the UK, attracting 48% of respondents, followed by the FA Cup Final (33%), Champions League Final (29%), and Cheltenham Festival (22%).
The survey also revealed regional variations in betting activity across the UK. The North West emerged as the region with the highest percentage of people planning to place a bet in 2025, at 26%. This was followed by Yorkshire and the Humber (24%), London (22%), and Northern Ireland (21%). The South West recorded the lowest at just 13%.
In the North West, the most popular event to bet on was the FA Cup Final (39%), followed closely by the Champions League Final (36%) and the Grand National (35%). Meanwhile, in Yorkshire and the Humber, the Grand National took the lead with 55% of potential bettors indicating interest, while only 12% planned to bet on the Champions League Final.
London, conversely, showed the highest percentage of bettors planning to wager on the FA Cup Final (55%), while only 31% indicated interest in the Grand National.
This survey underscores the growing interest in women’s sports and highlights regional betting patterns, providing valuable insights for operators looking to tailor their offerings for the coming year.
OLBG CEO Richard Moffat said: “The surge in popularity of women’s football is well documented and it seems that betting patterns are starting to follow suit. Undoubtedly, the fact there’s a major tournament this summer including England and Wales will drive interest among bettors.
“It’s interesting to see that more people intend to bet on the Euros than some big, established, showpiece events in 2025 such as The Ashes, the Superbowl and the Six Nations.”
He added: “It looks like the North will be the sports betting capital of the UK this year, with northern regions such as the North West and Yorkshire leading the way in terms of percentage of people planning to bet.
“The breakdown of events people plan to bet on is fascinating and it’s interesting that the two big football finals – the FA Cup final and Champions League final – are the most popular events in the North West. This is perhaps driven by fans of big clubs like Liverpool and Man City optimistically planning to back their teams in those showpiece events.”
