“It’s all about market-share grab at this point and wherever these operators see a niche, they’re going after it,” he says. Reaching women is a big part of that strategy. Now that sports betting is legal in more than 30 states, up from a handful before the repeal of the Professional and Amateur Sports Protection Act in 2018, Bussmann says sports wagering companies are now evolving their advertising strategy to a more national scope in the hopes to expand their customer base.

“We know women watch football, basketball and everything in between and the legalization of sports betting has helped extend that form of entertainment to them.” “Operators are always looking to bring new players into the market,” says Bussmann. Brendan Bussmann, the managing partner of B Global, a consulting firm focused on gaming and hospitality, says no one should be surprised that there’s a rise in the number of women betting on sports.