Across the group’s three main brands, over 840,000 bets were placed on Sunday’s final, with Sky Betting & Gaming reporting a 76% preference for the home side.
Of these bets, Sky saw 78,000 placed during the game. Meanwhile, total stakes for the final amounted to over £4.7m ($5.7m), with Sky Bet’s in-play stakes coming to £1.1m.
What’s more, 142 customers who placed an in-play wager got lucky, betting on Chloe Kelly to score in extra time. However, more than 10,000 punters were less lucky, placing their hopes on a penalty shootout.
Meanwhile, England’s Alessia Russo was the highest backed player to score in-play, both in normal and extra time, across Sky, Paddy Power and Betfair – likely leaving many bettors disappointed.
Combined, Flutter’s three main brands saw 30,000 bets placed on England to lift the trophy, resulting in a £580,000 payout on the win market alone.
Paddy Power and Betfair also paid out £25,000 on Beth Mead being top goal scorer, and over £12,000 on the “England/Mead Winner/Top Goalscorer” double.
Furthermore, on Paddy Power, the second most popular “Bet Builder” option won at 22/1. This was backed more than 2,000 times by customers, resulting in an over £185,000 payout.
These statistics align with a larger trend. Ahead of Sunday’s final, Flutter published data on betting activity across the tournament, which it said was “set to see the most bets ever placed on a female sporting event.”
