FIFA Women’s World Cup Odds & Betting Strategies

The FIFA Women’s World Cup is a month-long rollercoaster ride of emotions that’ll leave you either on the edge of your seat eager for more or completely demoralized because your home country couldn’t get passed the group stages.

It’s a high-stakes battle for glory where only the world’s top female soccer players and teams are invited to compete for the title of best in the world. But it’s not just about watching the games, it’s about feeling the passion and intensity that comes with every swing of the leg and kick of the ball. And what better way to ramp up the adrenaline than by adding a little betting to the mix?

The 2023 Women’s World Cup is the perfect opportunity to place a few well-thought-out wagers and experience the thrill of victory (or the agony of defeat). And this guide is designed to be a one-stop-shop for all things related to Women’s World Cup betting.

From the best sportsbooks to the various betting markets and odds to tips and strategies for making smarter bets, get ready to make some money off the biggest women’s soccer tournament in the world - the FIFA World Cup! 

Best Women’s World Cup Betting Sites

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Women's World Cup betting

The highly anticipated 2023 Women’s World Cup is slated to kick off in Australia and New Zealand from July 20 to August 20. As the ninth installment of the tournament, this marks a historic first-ever-co-hosted Women’s World Cup.

The competition this year is expected to be fiercer than ever before with 32 teams, up from 24 in 2019, competing for glory. The tournament begins with a group stage, as 32 nations battle it out in front of the world, and is then narrowed down further for the round of 16. Each team will play the other teams in their respective groups during the group stages, with the top two teams from each group advancing to the round of 16.

Once we’re out of the group stage, it then becomes a single-elimination tournament where each team is paired off against another in the bracket, and the loser of each match is immediately eliminated from contention, while the winner moves on to the next round. Past the round of 16, the winning teams would advance to the quarter-finals, semi-finals, and lastly, the electrifying 2023 FIFA Women’s World Cup Final.

Various stadiums throughout Australia and New Zealand have been carefully chosen for the tournament, and the final, held at the stunning Accor Stadium in Sydney, Australia, is set to take place on August 20. The group stage runs from July 20 to August 3, followed by the round of 16 from August 5-8, quarter-finals from August 11-12, semi-finals from August 15-16, the third-place game on August 19, and the final on August 20.

The tournament’s structure, consisting of group stages and knockout rounds, is a familiar sight for soccer fans worldwide and presents a thrilling opportunity for sports bettors across Canada. Even though Canada has qualified, it’s no secret that the team has somewhat of a reputation for underperforming on the global stage, with four group-stage exits and a disappointing final-16 loss to Sweden in France 2019.

Canada’s best showing to date was easily in 2003 when a young Christine Sinclair helped lead the team to the semifinals and a fourth-place finish at the 2003 USA FIFA World Cup. However, the road leading up to the 2023 Women’s World Cup has been a little bit trickier for Canada due to some off-the-field issues, including a pay dispute from earlier this year and several injuries to key players.

Despite these setbacks, Coach Bev Priestman remains ambitious, labelling her team’s group as the tournament’s “group of death”. Nevertheless, Priestman exudes confidence believing that Canada has what it takes to push for a podium finish, and many experts seem to believe Canada will glide through the group stages.

Women’s World Cup Odds

Get ready to make some serious predictions! Whether you’re rooting for the reigning champion United States or looking to place a bold bet on an underdog, the table below with the latest odds for the best teams to win the 2023 Women’s World Cup will have you feeling like a fortune-teller.

How to Bet on the FIFA Women’s World Cup

Betting on a major sporting event like the FIFA Women’s World Cup is more than just picking your home country and hoping for the best. The following section is designed to make things easier by laying out everything you need to know to confidently bet on the world cup.

From the hottest markets and bet types to insider tips and tricks, the following guide is guaranteed to help you make smart bets and turn your love of soccer into serious winnings.

Popular Markets and Betting Types

Kicking off your Women’s World Cup betting adventure can be as exhilarating as watching your favourite team score a last-minute go-ahead goal. The issue is that there are so many different ways to bet on sports so where do you even begin? Well, to help you get a head start on placing your bets, here are the most popular betting markets for the 2023 Women’s World Cup set to take place in the coming months.

  • Outright Betting - First up, we have outright betting. This is the simplest and the most widely-known form of sports betting, where you would simply wager on which team you think will hoist the trophy when all is said and done.

    You can feel like a true football analyst and back our ladies in red and white, or our neighbours to the south, who are the current odds-on favourites to win the tournament. For example, let’s say you’re a die-hard fan of the Brazilian women’s national team, and you firmly believe they have the best chance to win the 2023 Women’s World Cup.

    In this case, you would place an outright bet on Brazil to win the tournament. If it turns out that they are the last team standing, you’ll be celebrating right alongside the players and cashing in on your bet.

  • Match Betting - Next, we have match betting. This is where the excitement really starts to heat up, as you can bet on the outcome of individual games. Will the underdogs shock everyone, or will the favourites prevail? The match result (also known as the 1X2 market or “three-way betting”) allows you to pick a winner or bet on the game ending in a draw (tie).

    Or, if you fancy yourself a goal expert, the over/under market lets you bet on the total number of goals scored in a match. For instance, let’s say you’re watching a thrilling game between France and England, and you’re confident that England’s attacking play will result in a high-scoring match.

    You could place a bet on the over/under market, wagering that the total number of goals scored in the game will be over a set number, let’s say 4.5, for example. If the final score is 3-2 (5) in favour of England, you’ll be celebrating a successful bet.

  • Group Betting - Finally, let’s talk a little bit about group betting. This is where you can show off your psychic ability and bet which teams will advance from each group. With how incredibly unpredictable football can be, this can be a real challenge, but the payouts can be worth the risk.

    For example, suppose you’ve done your research on the teams competing in Group B, and you believe that Canada and Australia are the strongest sides. You could bet on both teams to advance from the group, and if they do, you could receive a substantial payout.

    Of course, if another team unexpectedly performs well and knocks one of your picks out of contention, you may have to adjust your strategy for the knockout rounds.

Single-Game Betting and Parlays

The 2023 FIFA Women’s World Cup is shaping up to be an exciting event for sports bettors, and with the new betting laws in Canada, there’s even more reason to get in on the action. Single-game betting and parlays are two popular options for sports fans hoping to win a little cash while watching their home countries compete for the title of greatest in the world.

Single-game betting is exactly what it sounds like - placing a wager on the outcome of a single match. This form of betting has become increasingly popular in Canada since the new betting laws were introduced, and the Women’s World Cup presents plenty of opportunities to place single-game bets. For example, let’s say you’re watching the opening match between Australia and Ireland, and you believe that Australia has a good chance of winning. You could place a single-game bet on Australia to win, and if they do, you would win your bet.

Parlays, on the other hand, are a way to combine multiple bets into a single wager, with the hopes of landing a larger payout. In a parlay, each individual bet in your bet slip must be a winning bet for the entire parlay wager to be successful also. This form of betting is popular among those looking for bigger payouts with a smaller investment, and are fine taking on the increased risk.

For example, let’s say you believe the United States, England, and Canada are all going to win their respective opening-day matches. You could place a parlay bet on all three teams to win, and if all three do, you could collect a life-changing payout.

The reason for this is that the odds for each individual bet are multiplied together, so when you win a parlay bet, you would calculate your winnings based on the odds for all three bets multiplied together.

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Understanding the Odds

If you’re venturing into the world of sports betting for the first time, comprehending the Women’s World Cup betting odds can be an intimidating task. However, understanding the intricacies of how odds work is vital to making informed decisions when placing bets on the 2023 Women’s World Cup.

Women’s World Cup betting odds are essentially a reflection of the probability of a particular outcome occurring and are presented in one of three different formats: decimal, fractional, and American. In this article, we will focus on American odds, which are the most commonly used format in Canada.

American odds are presented as either positive or negative numbers. A negative number would be the amount you need to bet in order to win $100, while a positive number indicates the amount you’ll win if you bet $100. For instance, if the odds for Canada to win their opening day match against Nigeria are -150, that means you will have to stake $150 to win $100 if Canada emerges victorious. Conversely, if the odds for Canada to win are +150, that implies you’ll pocket $150 if you wager $100 on Canada and they win.

When perusing the betting lines for the Women’s World Cup, you’ll encounter a series of numbers next to each team’s name. These numbers represent the odds for that team to win the match. For example, suppose you’re scanning the betting lines for a match between Spain and Costa Rica. In that case, the odds for Spain to win are -120, while the odds for Costa Rica to win are +280. These odds signify that Spain is the favoured team to win the match, as their odds are negative.

It’s vital to remember that Women’s World Cup 2023 odds are subject to change leading up to a specific match based on numerous factors, including injuries, recent form, and public betting trends. Therefore, it is crucial to stay up to date with the latest news and information leading up to each individual match.

Women’s World Cup Betting Strategy

With how unpredictable the sport is and with how passionate the fanbases are, there’s arguably no greater event to bet on than the FIFA World Cup, which is why women’s world cup betting has become so popular.

But before you hop online to place your bets, it is essential to have a solid strategy in place to ensure that you’re getting the most out of your sports betting experience.

Here are some valuable FIFA World Cup Women’s betting tips and trends you can use to help make informed and hopefully, profitable bets:

  • Register with multiple bookmakers - Take advantage of the different sportsbooks promotions and compare the odds for all of the soccer betting sites available in your area. If your odds dramatically reduce, then you might want to cash out early and place your money with a different bookmaker with better odds.

    By not staying committed to one platform, you can boost your profits or hedge your bets to make the most of your betting experience.

  • Record all your bets - By meticulously tracking each wager you make, including the odds you’ve selected and the amount of money you’ve invested, you’ll be able to maintain a firm grasp of your finances and pinpoint exactly which betting markets are yielding the highest (and lowest) returns.

  • Do your research & scrutinize performance - Dig deep into a team’s performance to spot their strengths and weaknesses. Study how they play during specific parts of the game, including a striker’s recent form or a team’s defensive ability to keep a clean sheet. You should also take the time to learn the brand of football a team plays.

    For example, if a team boasts plenty of pace and is playing a team that tends to struggle against quicker opponents, chances are that the team with pace will nudge out the win, irrespective of their current form. It’s easy to simply check online to see what experts are saying, but I would also advise watching the games yourself to see if you notice anything the sportsbook may have missed.

  • Stay impartial - With both the men’s and women’s Canadian football programs on the up and up, it can be tempting to simply back the hometown Canucks to win it all every chance you get.

    However, it is essential that you don’t let emotions cloud your judgement, and instead, bet on teams based on their performance. If it doesn’t look like Team Canada is going to make it out of the group stage, just don’t place a bet on them, as difficult as that might be.

  • Bet responsibly - Last but certainly not least, always make sure to bet responsibly. I’m sure that I probably sound like a broken record at this point, but please do not bet more than you can afford to lose, and do not hesitate to seek help if you think you might need it. If you notice things beginning to slip out of your control, stop and reflect.

The Favourites and the Underdogs

Before betting on any major sporting event, it’s important to get a better understanding of the dynamics of the favourites and underdogs, and this is especially true for the upcoming 2023 FIFA Women’s World Cup.

While the top teams like the USA, England, Spain, Germany, and France are considered the favourites due to their historical success and world-class talent, underdogs should never be counted out, particularly in a sport as unpredictable and volatile as soccer.

Teams like Sweden, Brazil, Australia, Canada, and the Netherlands have proven their worth on the world stage in recent years, making them hard nations to bet against.

But if you’re looking to bet on the big underdogs, I would take a closer look at countries like Norway, Italy, South Korea and Japan. All of which have also had success in recent years but carry odds of +4000 or greater to win the 2023 Women’s World Cup, which is exceptional value.

Ultimately, betting on the underdogs can yield a larger payout and could lead to a significant win. Ultimately, it’s vital to thoroughly analyze each team’s strengths and weaknesses to determine the best value bets.

Top Sportsbooks to Bet on the FIFA Women’s World Cup

Now that you’ve got a better idea of how to bet on the 2023 Women’s World Cup, it’s time to look at the best Canadian betting sites you can use to lay your wagers. Although, with the plethora of betting sites spread out across the country, it can be daunting to decide where to place your bets.

Luckily for you, we’ve conducted thorough research and narrowed down the top five betting sites for the upcoming tournament. Let’s take a look!

Betting Site

Best For

Sports Interaction

Competitive World Cup Odds


Mobile Betting on World Cup


PointsBet Canada

Unique Bet Types & Features


World Cup Promotions & Bonuses



Live Betting & Live Streaming World Cup

Sports Interaction

Sports Interaction

As one of the top sportsbooks in Canada, Sports Interaction offers a wide range of betting options for the 2023 Women's World Cup, including pre-match and live betting, as well as various types of futures, parlays, and prop bets.

Their odds are always competitive, and their user-friendly platform makes it easy to place bets. In regards to who will win the Women’s World Cup, currently, Sports Interaction has USA, England, and Spain as the top contenders.

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PointsBet offers a slightly more unique experience different than any other thanks to their special PointsBetting system, which allows bettors to win or lose more based on the accuracy of their prediction.

They also have a wide selection of options to bet on the 2023 Women's World Cup, including futures, pre-match, and live betting. While their odds rank near the top of the industry as well, and they currently have USA, England, and Germany as the favourites.

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Betway Canada

Betway is a leading online sportsbook with a user-friendly platform and an excellent selection of betting options for the 2023 Women's World Cup, including pre-match and live betting, futures, and prop bets.

They also have one of the top-rated sports betting apps in the industry and are renowned for their vast selection of promotions and bonuses. At the time of writing, Betway has USA, England, and Spain as the leading favourites to win the tournament.

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Bet99 is a newer sportsbook with a focus on providing a high-quality user experience and competitive odds. Registered users will be privy to a host of betting options for the 2023 Women's World Cup, including pre-match and live betting, futures, and props.

Most notably, however, their website is user-friendly and easy to navigate, and they have some of the most educated and responsive customer support representatives around. Currently, Bet99 has USA, England, and Spain as the teams most likely to win.

First Bet Encore up to $1,000



888sport is a top online sportsbook that offers a wide range of betting options for the 2023 Women's World Cup, including futures, pre-match, and live betting. As a staple in the sports betting industry, 888sport’s odds are generally quite competitive, and their platform is user-friendly, with a range of payment options available and an impressive live betting and live streaming section. Currently, 888sport has USA, England, and Germany as the top favourites to win the tournament.

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Betting Features

Pulling $10 out of your account to place a simple moneyline wager on your favourite team can typically generate enough excitement for a casual sports bettor. But if you’re looking to get more serious with sports betting, taking advantage of the various betting features offered by sportsbooks is absolutely necessary.

Whether you want to place a bet on the fly or just limit your losses, these features provide you with more autonomy over your bets and a more rewarding sports betting experience as a result.

  • Live Betting - Live betting is pretty much exactly what it sounds like - betting on a game while it is happening live. This feature allows you to react to the ebbs and flows of the game and make more informed decisions based on the current state of play as you watch the game in live action and adjust your bets accordingly.
  • Live Streaming -  The vast majority of sports betting sites allow you to stream games live directly from the platform. As you can likely imagine, this feature not only enhances your overall betting experience but also goes hand in hand with live betting as you can watch the games live and bet on them all from the same FIFA World Cup betting app, using the handy in-game statistics and analytics to help base your decisions.
  • Early Cash-Out - When it comes to the unpredictable world of Women’s World Cup betting, there might be no tool more valuable than the early cash-out feature. This feature allows you to cash out on your bet before the game is over, minimizing your losses or locking in your profits. This is a fantastic feature that sportsbooks offer, especially if you’ve had a change of heart or if the game is not going as you had initially anticipated.
  • Bet Builder - A bet builder essentially allows you to create custom bets, combining various selections from the same match or even different matches. This is the perfect way to tailor your bets to more specific outcomes or increase your potential payouts.

How do we Rank the Sites?

There’s no question that Women’s World Cup betting can be an exhilarating and profitable venture, but with so many available bookmakers out there, how do you know which one to pick?

Here at MansionBet, we have carefully evaluated and ranked the top sportsbooks based on a variety of factors to ensure that you have the best possible betting experience. Below is a list of things we look at before recommending a betting site to Canadians:

  • Reputation - As with anything, trust and reputation are two of the most important factors to consider when deciding if a product is worth using. Simply put, it’s important to feel confident that you’re placing your hard-earned money with a reputable and trustworthy operator. You can rest assured that every site on our list is not only safe but also highly regarded by all different types of sports bettors, from advanced punters to casual fans.
  • Odds & Markets - Of course, Women’s World Cup betting markets and odds are also critical points of consideration here at MansionBet. We are committed to only recommending sportsbooks that offer a diverse range of ways to bet on sports, including pre-game markets, in-game betting, futures, props, and other unique markets. While odds may vary from one sportsbook to the next, all of the betting sites we’ve recommended offer quality odds on the upcoming 2023 FIFA World Cup.
  • Deposits & Withdrawals - Any gambler knows that the most frustrating thing when dealing with online betting sites is the length of time it takes to process deposits and withdrawals. While most operators offer instant deposits along with a variety of banking options, some have a more complete selection than others. Luckily, MansionBet only selects sportsbooks that offer a competitive range of deposit and withdrawal options as well as reasonable payout times.
  • Customer Service - The absolute last thing you want to deal with when you have a problem with your account or payments is not having anyone to reach out to for help. And while every sportsbook will have customer service available, the quality and availability can fluctuate drastically. As a result, we only highlight sportsbooks that have a strong customer service department so that any questions or concerns you may have are dealt with promptly and professionally.
  • Mobile Experience - Lastly, with how much the modern age of technology has shifted the sports betting landscape, we also prioritize having an intuitive website and/or mobile app. Nowadays, most bettors prefer to place their wagers on the go, so it is incredibly important for sportsbooks to offer easy-to-use platforms that are optimized to work on mobile devices, or ideally, a comprehensive sports betting app.

2023 FIFA Women’s World Cup Qualification

The road to the FIFA 2023 Women’s World Cup is a tough journey, with national women’s football teams competing in highly competitive qualifying tournaments organized by their respective confederations within the six FIFA continental zones.

For the 2023 Women’s World Cup, 32 slots were allocated, with host nations Australia and New Zealand receiving automatic berths, and the remaining FIFA member associations eligible to qualify through their own confederation’s qualifying process. Below is a list of the different confederations and how many spots each one has in the tournament:

  • Africa (4)
  • Asia (5+Australia)
  • Oceania (New Zealand)
  • Europe (11)
  • North and Central America and Caribbean (4)
  • South America (3)
  • Playoff Tournament (3)

As you can tell, Europe will have the largest representation at the World Cup, with 11 automatic bids. In CONCACAF, the United States had to earn their ticket just like everyone else, with Canada, Costa Rica, and Jamaica also qualifying. South America saw Brazil, Columbia, and Argentina qualify, while in the AFC, it was Japan, South Korea, China, and the Philippines who punched their ticket to the big dance. Africa used its regional championship to qualify, with Nigeria, Morocco, Zambia, and South Africa booking their places. Then, the inter-confederation playoffs offered ten counties a second opportunity to play in the World Cup, with Portugal, Haiti, and Panama all qualifying and set to make their FIFA World Cup debut in 2023.

Qualified Teams

With the 2023 Women’s World Cup inching closer, get ready to witness the ultimate battle for female football prowess!

This year, we will see 32 teams from all over the world, including some debutantes, compete for the coveted trophy. From the land down under to the bustling streets of Tokyo, we have a diverse set of nations from every inch of the globe ready to showcase their skills. So, without wasting any more time, here are the qualified teams:

2023 Women's World Cup Qualified Teams (Image:
2023 Women's World Cup Qualifi ed Teams (Image:

The most popular teams that have qualified for the 2023 Women’s World Cup are the usual contenders: Canada, the United States, Japan, Brazil, Germany, Australia, England, France, Sweden, and the Netherlands. Australia qualified automatically as the host nation, while Canada and the United States both qualified through the CONCACAF Women’s Championship, as the highest-ranked teams in the confederation.

Japan and Brazil, on the other hand, qualified by finishing in the top two in their group in the AFC Women’s Asian Cup and the Copa America Femenina, respectively. While Germany, England, France, and Sweden all qualified by winning their respective divisions in the group stage of the UEFA qualification process, receiving an automatic bid. The Netherlands qualified by winning their semi-final match in the UEFA qualification tournament.

The United States, Germany, and Japan are the only teams competing in the 2023 Women’s World Cup who have won in previous years. The remaining groups are made up of perennial powerhouses like Sweden, Brazil, and England, as well as some newcomers hoping to make a name for themselves in 2023, including Portugal, Morocco, and the Republic of Ireland.

Having both won back-to-back World Cups and constantly near the top of the world rankings, the United States and Germany are once again the heavy favourites this year, along with the host nation Australia, who has qualified for every Women’s World Cup since 1995.

Past that, we have England, France, and Spain, all of whom have been historically competitive in the soccer world but whose women’s teams have yet to bring home the hardware. Still, they remain among the list of favourites, so don’t be too shocked if one of these football frenzy nations clinches their first-ever World Cup trophy.

Fun Facts about the Women’s World Cup

That’s right soccer fans, it’s time to lace up our cleats and hit the field for some fun facts about the FIFA Women’s World Cup. From record-breaking attendances to surprising team performances, the Women’s World Cup has been full of excitement and intrigue for more than 30 years.

And with the upcoming 2023 tournament set to feature a full field of 32 teams, we can expect even more surprises and history-making moments. Let’s dive in!

  • The 2015 Women’s World Cup, held in Canada, had the largest overall attendance with 1,353,506 spectators throughout the group, knockout, and play-off stages. The quarterfinal match between England and Canada had a sold-out crowd of 54,000 people at Vancouver’s BC Place.
  • Despite Brazil being the most successful male World Cup team, the Brazilian women's team has never won the Women’s World Cup. Their best finish was as runners-up in 2007.
  • The US is the most successful team in the Women’s World Cup, winning four times in 1991, 1999, 2015, and 2019. Germany has won twice (2003, 2007), Japan once (2011), and Norway once (1995).
  • In 2023, the Women’s World Cup will feature a full field of 32 teams for the first time, allowing countries like Ireland, the Philippines, and Zambia to make their debuts at the tournament. The first Women’s World Cup in 1991 had just 12 teams, and the 2019 tournament had 24 teams.
  • Seven countries have played in every Women’s World Cup tournament: the US, Germany, Norway, Sweden, Brazil, Japan, and Nigeria.
  • The US is the only team to win as a host country, achieving this in 1999.
  • Germany (2003, 2007) and the US (2015, 2019) are the only two teams to have defended their title as world champions.
  • The US has scored the most goals in the tournament, with 138 overall, while Nigeria has conceded the most goals, including 14 to the US.
  • Ifeanyi Chiejine from Nigeria was the youngest player to ever compete in a Women’s World Cup game at just 16 years old, while legendary Brazilian midfielder Formiga was the oldest player to play in 2019 at 41 years old.
  • The 2015 Women’s World Cup final between the US and Japan was the most-watched football match in American history, with nearly 23 million viewers.
  • The 1999 Women’s World Cup final between the US and China still holds the record for the largest in-person attendance, with 90,185 fans selling out the Rose Bowl to see the US win on penalties. 


The FIFA Women’s World Cup has seen its fair share of epic battles, underdog stories, and iconic moments. From the tournament’s debut in 1991 to the most recent competition in 2019, the world has witnessed some of the most talented female football players on the planet compete for the ultimate prize.

In this section, we’ll take a look back at the past five winners of the tournament, including the year they won, the host country at the time, and the runner-up.

Year Won



Host Country


United States




United States





United States









United States


What is the best site for betting on the Women's World Cup?

The best site for betting on the Women's World Cup will depend on your personal preferences, but some popular options for Canadians include Sports Interaction, PointsBet, Bet99, 888sport, and Betway.

What types of bets can I make on the Women's World Cup?

You can make a variety of bets on the Women's World Cup, including single-game bets, parlays, futures bets, and prop bets. These bets can include predicting the winner of a single match or the overall winner of the tournament.

How do I read betting odds for the Women's World Cup?

Betting odds for the Women's World Cup are typically presented in either decimal, fractional, or American form. Decimal odds show your potential winnings for every $1 wagered, while fractional odds show your potential winnings compared to your wager, and American odds show how much you would stand to win for every $100 wagered or how much you would need to spend to win $100.

Can I bet on individual player performance in the Women's World Cup?

Yes, many sportsbooks offer prop bets on individual player performance during the Women's World Cup. These bets can include predicting which player will score the most goals or who will win the Golden Boot award.

Is it possible to bet on the Women's World Cup from my mobile device?

Yes, most online sportsbooks offer mobile betting options for the Women's World Cup. Simply download the sportsbook app or visit their mobile website to place your bets on the go.

What are the most popular Women's World Cup betting markets?

The most popular Women's World Cup betting markets include the winner of the tournament, individual match winners, over/under total goals, player props, and in-play betting. Each market offers different opportunities for betting and potential profits.