More People Plan to Bet on Women’s Euros Than Six Nations in the UK

A growing number of sports bettors in the UK plan to wager on the Women’s Euros this summer, making it a more popular choice than the Six Nations, Super Bowl, and the Ashes, according to a recent survey.

OLBG, in partnership with YouGov, surveyed 2,054 UK adults to understand betting trends for 2025. The results indicate a shift in interest toward women’s football, with 16% of potential bettors planning to place wagers on the Women’s Euros, set to take place in Switzerland in July. England and Wales are among the 16 teams competing.

In comparison, only 9% of those surveyed said they would bet on the Super Bowl, 10% on the Six Nations, and just 6% on cricket’s Ashes series.

The survey also found differences in betting interest between men and women. Among those likely to bet, 18% of men expressed interest in the Women’s Euros, while 11% of women said the same.

Despite the growing popularity of women’s football, traditional betting events remain dominant. The Grand National leads with 48% of respondents planning to bet, followed by the FA Cup Final at 33%, the Champions League Final at 29%, and the Cheltenham Festival at 22%.

OLBG CEO Richard Moffat highlighted the shift in betting habits, saying, “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.”

North West Leads the UK in Betting Activity

Betting trends also vary by region. The survey shows that 26% of people in the North West plan to place a sports bet in 2025, the highest percentage in the UK. Yorkshire and the Humber follows at 24%, while London ranks third at 22%. Northern Ireland sits at 21%.

The South West has the lowest betting interest, with only 13% of respondents saying they plan to gamble this year.

The most popular event for bettors in the North West is the FA Cup Final, with 39% planning to bet on it. The Champions League Final follows closely at 36%, with the Grand National attracting 35%.

Yorkshire and the Humber presents a different picture. In this region, 55% expect to bet on the Grand National, while 25% favor the FA Cup Final. The Champions League Final attracts just 12% of bettors there.

London shows another distinct trend. While it has the lowest percentage of people betting on the Grand National at 31%, it has the highest percentage betting on the FA Cup Final at 55%.

Moffat noted that betting interest is concentrated in northern regions, saying, “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.”