The sports gambling industry is betting on women to boost its bottom line

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A wave of marketing is leveraging messages of female empowerment to cultivate a new sisterhood of sports bettors

Sunny Hampton admits she started offering sports betting tips as a bit of a joke. She had been placing bets on football for as long as she could remember, back to when she was a kid and her dad would take her to Hawkeyes games at the University of Iowa, and he’d explain the spread and ask her where they should put their money.

“It’s a big deal when they win their first sports bet,” she said. “It just feels good to participate in something that has been predominantly a male space and feel strong as a woman that you made the right choice.” After living in Italy and England, where betting on sports is woven into the cultural fabric, Ms. Martinez had moved to the U.S. in 2018, shortly before a Supreme Court decision there led to an explosion of legalized, regulated sports betting across the country.

On International Women’s Day earlier this month, Ms. Martinez published a book of interviews with more than 20 women in the sports, media and gambling industries that was distributed to BettingLadies members. Titled, the volume toggles between messages of female empowerment, advice on how to navigate the world of business as a woman, and information about the gambling industry. It is studded with inspirational lines about women working together to change the world.

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