Through the collaboration, betting education platform Gaming Society and IGI will conduct research to establish an understanding of female sports bettors, women’s sports fans’ attitudes to betting and betting motivations, along with betting firms investing in the sponsorship of women’s sports.

This will be carried out by collecting and analysing data from across the sports betting, technology and media industries, with the aim of providing organisations with helpful market research to deepen fan engagement and make the industry more inclusive and accessible.

“Market research and data on fan behaviour is critical in driving future innovation within the sports betting industry," said Gaming Society Co-Founder Jaymee Messler. “Over the past year, Gaming Society has partnered with leading leagues and brands to make sports betting more inclusive and deepen fan engagement, with particular focus on women bettors and women’s sports.

“Now, together with IGI, we will help advance the industry with bettors’ behavioural data and insights that will offer a new lens through which teams, leagues and brands can understand their fans. We are looking forward to joining forces with IGI, while also empowering the next generation of industry professionals.”

The two parties will also work together on betting education programming development, which will include an expansion of modules for Gaming Society’s Betting Academy 101 and responsible gambling education programmes.

Moreover, Gaming Society will develop a mentorship programme that will pair UNLV students with sports industry professionals.

IGI Executive Director Brett Abarbanel commented: “We are thrilled to join the Gaming Society in this collaboration to advance research, education and innovation in women's sports and betting.

“We have aligned goals in exploring how betting can support the growth of women’s sports in a sustainable, responsible manner. We look forward to collaborating on this under-discussed area in our existing educational programmes, including IGI’s International Conference on Gambling & Risk Taking.”