The study reveals that knowledge about sports betting is high among both men and women. Nine out of ten men claim to know some online betting platform, while among women this number reaches eight out of ten.
In addition, the female participation among those who stated that they had placed a sports bet in the last year is significant: 47% of those who have used betting services are female, showing a balance close to male bettors (53%).
Female participation decreases as betting frequency increases
However, the analysis of sports betting behavior points to important differences between genders. Men predominate among the most frequent bettors, while women tend to bet less regularly.
The proportion of women among those who bet less frequently (once a year) is 61% compared to 39% of men. Among those who bet more frequently (more than once a week), this relationship is reversed, with 60% male participation compared to 40% female.
More prudent and more cautious?
Another piece of data that reinforces this more cautious profile of women in relation to the sector is the amount invested in bets. They concentrated 50% of their bets in the lower spending ranges, with amounts up to R$50 (US$8.7), demonstrating a more moderate behavior compared to men who concentrated the value of their bets in the excessive and high spending ranges.
“Female participation in the betting sector is an increasingly relevant reality and demonstrates a different pattern of behavior in relation to the male audience. The lower frequency and lower amounts invested by women suggest that external strategies for this audience should consider aspects such as security, user experience and responsible engagement,” says Danilo Amâncio, Marketing Coordinator at IBOPE Repucom.
“Understanding these particularities is essential for brands that wish to strengthen their connection with this audience and contribute to the sector in a sustainable way”, he adds.
Full material available for download at:
https://www.iboperepucom.com/br/estudos/WOMEN-AND-SPORTS-2025
Source: WOMEN AND SPORTS Study – Sponsorlink – a solution by IBOPE Repucom that investigates habits and attitudes regarding sponsorships, media consumption and purchasing behavior among fans of championships and sports. Universe: representation of 117.2 million Brazilian internet users aged 18 or over. Wave: June/2024 with 2,000 respondents.
Source: GMB
