The Lionesses are in the final and, for LiveScore Bet, betting on the Women’s World Cup has enjoyed exponential growth. The women’s game is now as much of a component of the app as the Premier League, says sportsbook director James McKay.
Making a like-for-like comparison on Women’s World Cup betting is particularly tricky for LiveScore Bet. The 2019 tournament in France took place almost two years before LiveScore Group added its namesake betting product to its ecosystem, alongside its sports media app.
It was up and running for last summer’s European Championships, where the Lionesses triumphed over Germany in the final. That victory, sportsbook director James McKay explains, played a huge role in bringing a wider audience in the UK.
“The audience is there even if the England team hadn’t made the knockout stages in Australia and New Zealand,” McKay says.
the lionesses’ euros victory increased the Women’s world cup audience in the UK, says LiveScore Bet’s james McKay