Sports
Women’s college basketball is growing so why isn’t the gambling industry betting on it?
One Tuesday morning in late February, a fan in New York who logged into FanDuel’s online sportsbook would’ve found 33 men’s college basketball games listed to bet on and zero women’s games. That fan could place an online wager on some midmajor men’s contests, such as Western Illinois vs. Lindenwood, Troy vs. Texas State and Bowling Green vs. Eastern Michigan. However, no odds were listed for women’s games involving power conference programs like Arizona vs. Texas Tech or Iowa State vs. UCF.
The following day wasn’t much different. FanDuel posted odds on 49 men’s college basketball games for New York state bettors, compared to only seven women’s games. There was a 50-11 discrepancy on another day. You can guess which sport had more betting markets.
Now it’s March, and the 2025 women’s NCAA Tournament begins later this week. March and April are the sport’s shining moments — for players, coaches, fans and even sportsbooks. March Madness (men’s and women’s) is the biggest annual betting event in the U.S.
But in women’s college basketball, the March Madness betting boomlet masks regular-season betting inequities.
Women’s college basketball is in the midst of a historic growth period. Last year, the women’s NCAA Tournament championship game outrated the men’s final in viewership for the first time. Caitlin Clark’s popularity also sparked new records for sports betting on women’s college basketball during the tournament. But, in the regular season especially, the differences between how legal online sportsbooks in the U.S. handle the two sports remain stark. It leaves some sports gamblers wondering why it’s so hard to bet on women’s college basketball.
Industry experts point to a number of factors. Resource allocation, product placement and questions about demand are among them. Some see it as a chicken-or-the-egg dilemma.
“How does it get more attractive if you only get people there if they search for it instead of pushing it more aggressively out?” asked Laila Mintas, a strategic advisor and longtime executive in the sports, sports betting & iGaming space.
Sportsbooks are interested in creating markets — a type of bet someone can make, including moneyline, point spread and totals — they think will garner interest and be profitable. They make daily choices about what to list, what betting limits they apply to prospective wagers and about lines themselves.
Historically, online legal sportsbooks in the U.S. haven’t been as interested in women’s basketball markets.
“You have to be intentional about wanting to do this,” said Brett Abarbanel, an associate professor and executive director at UNLV’s International Gaming Institute.
That seemed evident last March as sports betting involving Clark’s Iowa games showed what was possible when books were intentional in their women’s college basketball listings. Johnny Avello, the director of sportsbook operations at DraftKings, said women’s college basketball betting was “pretty stagnant” until Clark rose to prominence. Then, “(it) became very interesting to bettors, especially in-game wagering,” he said.
The 2024 NCAA women’s championship broke BetMGM’s record for the most-bet women’s sporting event of all time. Clark player props were their most-bet tickets in last year’s NCAA Tournament (men’s and women’s).
Talk about being intentional: Clark bets were displayed front and center, often fed to users as one of the most prominent tabs or pop-ups on a sportsbook’s online app.
Hannah Luther, the women’s basketball trader at BetMGM, said she was curious about whether the “Caitlin Clark Effect” would wear off this season. But interest has remained. “We’ve been shown that people are definitely interested even though she’s moved on to the WNBA,” she said.
Yet, there is still a noticeable difference between how men’s college basketball regular season games and women’s college basketball games are displayed on online sportsbooks, according to Ceyda Mumcu, a professor of sport management at the University of New Haven. While men’s college basketball games are often presented prominently on legal sportsbook apps — found via a simple tap of an NCAAB button, for example — finding women’s college basketball games often involves thumbing through an online sportsbook’s listings. It might take two, three or four taps of a button to find a women’s game, instead of one on the men’s side.
“It is not as accessible, and you have to dig and click around to find it if it is there,” Mumcu said.
Added Mintas: “They make it so hard for us to bet what we’re looking for by hiding it somewhere down in the tabs.”
But presentation is just one factor limiting women’s college basketball betting. Industry insiders point to sportsbook staffing discrepancies as another reason for the still-stark difference between men’s and women’s basketball betting.
Promoting a sport takes a commitment to resources. Fanatics, for instance, has five full-time traders who handle everything basketball, but no singular person focused on women’s college basketball. Not until the women’s NCAA Tournament will they have traders solely working on women’s games.
Luther began working at BetMGM in January 2024 in a general trading role. Amid a flood of interest in women’s basketball, the company quickly realized it needed somebody to focus on women’s sports. So Luther took the lead on women’s basketball trading and is the first person to hold that role at the company. BetMGM has increased its investment in the sport; the company says it went from offering 250 games in the 2022-23 regular season to 1,200 this year. And yet, there is still room for growth, and many books still don’t have a specific role focused on women’s basketball.
Staffing is just one aspect of sportsbook resource allocation, however. Focusing on one sport can mean diverting resources away from other aspects of sportsbook operations.
“Developing an emerging sport for betting requires the obvious work, like building and testing pricing models and rejiggering your sportsbook to include the markets,” Chris Grove, a partner at Eilers & Krejcik Gaming, a gambling research and consulting firm, wrote in an email. “Then there’s the less obvious work, like learning the who, how and why of betting on the sport, building sport-specific promotional and marketing strategies and identifying and accounting for any integrity components that might be unique to the sport.”
Risk management is another factor that accounts for listing differences between the two sports. In general, sportsbook operators can set their own lines with the raw data they are fed from providers or take ready-to-go products compiled by prominent data collectors. For most markets, sportsbooks establish an automated process where odds are set and adjusted algorithmically based on these inputs.
But for emerging or test markets, traders may choose to set the odds manually — with prices inputted fully by the trader — to gauge interest. Fanatics basketball trader Ethan Useloff said they sometimes receive requests through customer service for specific women’s markets that the book doesn’t yet have available. In that case, if they aren’t sure the market will be popular, they will have a trader set the lines manually, a process that can be more time-consuming.
At BetMGM, some of the processes they automate for men’s college basketball, they don’t automate for women’s basketball. “So putting up a smaller game is going to take more effort if it’s a women’s game rather than a men’s,” Luther said.
Useloff said another way that a sportsbook can reduce risk is by setting limits on the amount of money a bettor can put down, so the book isn’t on the hook for as much. Lowering the limit also mitigates the risk of a sharper bettor catching a line that’s been entered wrong or gone off-market. But it also might make a bet less appealing to a potential consumer.
“The bookmaker is always trying to balance the book,” Mintas said. “You have to make sure you have enough volume to make sure your book is balanced.”
But, for those committed to betting on women’s basketball, there are still avenues for it. Interest is apparent when comparing legal sportsbook markets in the U.S. with illegal (anyone who’s offering gambling and does not have a license for their jurisdiction) markets.
According to YieldSec, a leading technical marketplace intelligence platform, there were more than 4.1 times as many illegal women’s basketball bet market offerings last year (in college and the WNBA), not including predictors, than legal offerings in the U.S. They found there was nearly as much money bet last year on women’s basketball illegally ($1.49 billion) as on men’s basketball legally ($1.55 billion).
“The lack of betting offers from the legal industry is weirdly, inadvertently, unconsciously, unknowingly, maybe, driving people into illegal gambling because they can’t find the bets they want on legal sites,” said Ismail Vali, YieldSec’s founder and CEO. “(Illegal gambling companies) just see it as more content equals more money.”
Like other historical investment gaps in women’s sports, it’s unsurprising to see similar differences between men’s and women’s basketball gambling. YieldSec tracked $5.2 billion in bets placed on illegal and legal offerings on men’s basketball (NBA and college) last year, compared to $1.83 billion on women’s basketball (WNBA and college).
But as women’s college basketball ratings continue to demonstrate, the sport is a growing marketplace. Gambling industry experts still see women’s college basketball as an avenue legal sportsbooks aren’t taking full advantage of.
“I think it’s a loss of a big revenue stream that they could have had,” Mintas said.
Some sportsbooks have adjusted. Luther, the BetMGM trader, said the sportsbook has seen a 750 percent increase in the number of bets over the last two years.
“Some of our growth can be attributed to the fact that we’ve been putting up more markets and more games, but not all of it,” Luther said. “We haven’t been putting up 700 percent more markets for people to bet on, so clearly, there’s also more interest in the sport.”
Assuming interest continues to grow, BetMGM plans to keep expanding its markets and narrowing the gap between men’s and women’s offerings. Avello, the DraftKings executive, said he expects this year’s women’s NCAA Tournament to be as big as any before. Nevertheless, he said the men’s and women’s tournament betting totals aren’t comparable.
Abarbanel said that she doesn’t expect such a stark disparity between men’s and women’s college basketball betting in five years. And yet, for now, many industry insiders still believe that those who put a dollar value on the games themselves don’t value women’s college basketball enough.
“The mentality needs to change, and we can’t necessarily see that across the board just yet,” Mumcu said.
Future tournaments will also serve as check-in points for that growth. But perhaps the true sign of how much the disparity has decreased — and how much more opportunity sits in the gap — can be found by opening a sportsbook on an otherwise unmemorable regular-season night.
— The Athletic’s Hannah Vanbiber contributed to this report.
(Illustration: Dan Goldfarb / The Athletic; Photo: Jayne Kamin-Oncea / Getty)
Sports
Rod Martin, Raiders Super Bowl hero and USC standout, dies at 72
A legendary NFL coach found linebacker Rod Martin not by scouting him at USC, but almost by accident.
The Oakland Raiders had a throwaway 12th-round pick in the 1977 draft, and then-coach John Madden grew frustrated hearing his personnel executives contemplate using it on a basketball player or track guy. Finally, Madden blurted out that he could find a random kid walking around the USC campus in sandals who could make more of an impact than that.
“Ron Wolf says, ‘All right, smart guy,’” recalled Madden’s son, Mike. “So they were a couple picks away and dad goes, ‘Let me call [USC coach] John Robinson.’”
Robinson had one question: Has Rod Martin been drafted?
Raiders linebacker Rod Martin stands on the field during a game against the Buffalo Bills on Dec. 6, 1987, at the Coliseum.
(Mike Powell / Getty Images)
“Dad goes, ‘What position does he play?’” the younger Madden said. “Robinson tells him Martin is a linebacker, and dad goes, ‘Good. Tough guy we can knock around in training camp. Have him run down on kicks.’ And Robinson says, ‘No, John. Rod Martin will make your team.’”
Martin did a lot more than make the team. He would go on to set a Super Bowl record with three interceptions in one of the most dominant defensive performances in championship history.
Martin, who would play his entire 12-year career with the Oakland then Los Angeles Raiders, is dead at age 72. The Raiders announced his death Monday but did not specify a cause of death.
“The Raiders family is deeply saddened by the passing of Rod Martin, a standout linebacker and key player on two Super Bowl championship teams,” read a team statement.
The franchise called Martin, “a beloved member of the Raiders Family and a favorite of Raiders fans everywhere.”
A two-time Super Bowl winner and a two-time Pro Bowl selection, Martin saved his best game for the biggest stage. In Super Bowl XV at the Louisiana Superdome, he intercepted Philadelphia Eagles quarterback Ron Jaworski three times in a 27-10 Raiders victory.
“What I remember about Rod was his ability to diagnose and react,” Jaworski said by phone Monday. “In the Super Bowl, he makes two phenomenal plays. He has three interceptions, but interceptions one and two — I’d like to say they were bad decisions on my part. They weren’t. I tried to squeeze throws in. He just made a great play. He was a great athlete.”
Three years later, Martin was still a key component to the Raiders’ defense in a Super Bowl victory over Washington. He had a sack of quarterback Joe Theismann, a fumble recovery, and a fourth-and-one stop of John Riggins late in the third quarter of a 38-9 blowout.
Born in Welch, W. Va., the son of a coal miner grew up in Los Angeles and attended Hamilton High before going on to play at Los Angeles City College and USC. The NFL saw him as a tweener, too small for linebacker at 210 pounds and too slow to play safety. Clearly, that was a faulty assessment.
Hall of Fame quarterback Warren Moon was two years behind Martin at Hamilton, and the two remained friends throughout the decades that followed.
“We met when I was a sophomore,” Moon said. “He was a senior — middle linebacker, fullback and center on the basketball team. He was the ultimate athlete. At the time I was there, I looked up to him quite a lot.
“He wasn’t the biggest guy in the world, but he was big enough. He had the strongest hands and the strongest forearms. He could just take a tight end or whoever came to block him, grab his pads, shove him off and go make the play. He was just a real solid player.”
It was those hands that grabbed an opportunity with the Raiders and didn’t let go.
“So dad goes marching into the draft room,” Madden said, “looks at Ron and everybody else and says, ‘We’re going to take Rod Martin, linebacker, USC.’ And they did.”
Sports
Police report details Zachariah Branch’s arrest days before NFL Draft over sidewalk incident
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New details have emerged surrounding the arrest of former Georgia wide receiver Zachariah Branch, who is facing two misdemeanor charges following a run-in with law enforcement just days ahead of the NFL Draft.
Branch, who is a projected second-round pick, was arrested early Sunday morning in Athens, Georgia, and charged with two counts of obstructing public sidewalks/streets – prowling and obstruction of a law enforcement officer.
Georgia Bulldogs wide receiver Zachariah Branch celebrates after a touchdown catch against the Georgia Tech Yellow Jackets at Mercedes-Benz Stadium in Atlanta on Nov. 28, 2025. (Brett Davis/Imagn Images)
He was released after more than two hours in jail after posting $39 in bonds.
The NFL Network obtained the police report from Branch’s arrest, which described an encounter over an alleged sidewalk incident with law enforcement, in which police alleged that the former Bulldogs star failed “to comply with multiple verbal lawful commands.”
“A male, later identified as Zacharia Branch, continued to stand on the sidewalk without making an attempt to move. I continued to give Zacharia Branch verbal commands to move from blocking the sidewalk and advised that if he did not, he would receive a citation for blocking the sidewalk,” the excerpt from the report read.
Georgia wide receiver Zachariah Branch runs during the NFL Scouting Combine at Lucas Oil Stadium in Indianapolis, Ind., on Feb. 28, 2026. (Kirby Lee/Imagn Images)
TOP NFL DRAFT PICK ZACHARIAH BRANCH ARRESTED IN GEORGIA ON TWO MISDEMEANOR CHARGES
“Zacharia Branch smirked, then stepped backwards and to the right, then remained standing upon the public sidewalk, so as to obstruct, hinder, and impede free passage upon the sidewalk as well as impede free ingress/egress to or from the adjacent places of business,” the report continued.
“Due to those actions and Zacharia Branch’s failure to comply with multiple verbal lawful commands, he was placed under arrest for misdemeanor Obstruction of LEO and received a citation for Obstructing Public Sidewalks.”
Georgia wide receiver Zachariah Branch celebrates with wide receiver Colbie Young after scoring a touchdown against Ole Miss during the Sugar Bowl at Caesars Superdome in New Orleans, La., on Jan. 1, 2026. (IMAGN)
Branch transferred after two seasons at Southern California and immediately became quarterback Gunner Stockton’s favorite target. He finished the season with a team-high 811 receiving yards and six receiving touchdowns.
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His status as a projected second-round pick was bolstered after an impressive showing at the combine, where he clocked a 4.35-second 40-yard dash.
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Sports
Quick final pit stop helps Alex Palou win Long Beach Grand Prix
For two-thirds of Sunday’s Long Beach Grand Prix, Alex Palou bided his time … waiting for the one break he needed.
It came in the form of a caution on the 58th lap, allowing him to overtake front-runner Felix Rosenqvist exiting pit lane and hold the lead the rest of the way, taking the checkered flag by 3.96 seconds for his third triumph in five IndyCar Series races this season and his first at Long Beach.
Right after being showered with applause and confetti at victory lane, the 29-year-old Spaniard thanked his crew, whose quick work on the last pit stop proved to be the difference.
“Everyone was coming in on that yellow and they did an incredible job,” he said. “We were either going to win it or not win right there.”
Rosenqvist settled for second and Scott Dixon, Palou’s Chip Ganassi Racing teammate, was third.
It was the 11th win over the last 22 races dating to 2024 for the Barcelona native and the 22nd win of his career, tying Tony Bettenhausen and Emerson Fittipaldi. It also vaulted Palou to the top of the series standings as he chases his fourth series championship in a row and fifth overall. Palou won the opener March 1 in St. Petersburg (also a street course) and the fourth race March 29 in Alabama.
Palou led for only 32 of the 90 laps Sunday and acknowledged it would have been difficult to catch Rosenqvist if not for the stoppage.
“I wasn’t giving up but it would’ve been tough to get him today,” Palou acknowledged. “He was already three seconds ahead. I was happy with my car but I was struggling more on the soft tires than the hards so I’d say my chances were low. The feeling was great seeing all the open space coming out of pit lane because when you spend 60 laps behind a car it disturbs you. I tried to match him on soft tires but it wasn’t working.”
Alex Palou speeds through a curve of the track.
(Ronaldo Bolaños / Los Angeles Times)
In six starts at Long Beach, Palou never has finished lower than fifth.
There is little room to maneuver on the 1.968-mile course with 11 tight turns, but after starting in the third position next to defending champion Kyle Kirkwood, Palou managed to sneak past Pato O’Ward into second place heading into the first turn on Lap 2.
“Making that move on the straightaway was big because I knew it was one of our only chances to get a pass on Pato,” Palou said. “I got that good run on that last corner and he didn’t expect it.”
This year marked the 51st edition of the longest-running major street race in North America, which started in 1975 as part of the Formula 5000 Series, switched to the CART/Champ Car World Series in 1984 and joined the IndyCar Series in 2009.
The top four qualifiers started on softer, high-grip “alternate” tires to establish position while the rest of the grid started on harder, more durable “primaries” to manage degradation on the 110-degree track surface. Of the 25 starters, 24 completed the 177.12 miles.
“We were going to make the two-stop strategy work but didn’t know if it would be doable or not,” Palou added. “As soon as I saw I couldn’t get Felix it was all about patience, fuel and waiting for the right time. I owe this win to my team. Without that pit stop I probably wouldn’t be sitting here now. It only takes one mistake to go from second to seventh, but they’re great under pressure.”
Cars make their way down a straightaway during Long Beach Grand Prix.
(Ronaldo Bolaños / Los Angeles Times)
Past winners Will Power and Josef Newgarden moved into the top two positions after Rosenqvist pitted, but the Swede regained the lead when Newgarden pitted for the first time on Lap 37 and dropped back to 14th.
The first 45 laps were caution-free as Rosenqvist, Palou, Kirkwood, David Malukas and O’Ward held the top five spots. Newgarden’s chances declined upon discovering a flat spot on his left front tire, and he dropped back to 14th.
Rosenqvist’s three-second lead was erased when debris on the track exiting the Aquarium Fountain drew the only yellow flag all afternoon and narrowed the gap. Capitalizing on favorable pit position, Palou emerged from the lane just ahead of Rosenqvist.
Rosenqvist. who won the pole position with a lap time of 1 minute 7.4625 seconds in qualifying, had mixed emotions as the runner-up after leading for 51 laps with no win to show for it.
“You want to win when you have an opportunity, but I’m proud of today,” Rosenqvist said.
“We weren’t as good as Alex on the blacks … the last pit cycle was the defining moment. We had to come around 14, he had more of an opening, and his crew nailed it. That happens.”
Kirkwood, who was vying for his third win in four years, finished right where he started in fourth.
“I had a good cushion and figured even with a bad stop I’d probably stay ahead but I knew there’d probably be a yellow at some point and there it came,” Rosenqvist lamented. “Considering Alex had primary [tires], also I think we would’ve been able to hold him off. It’s definitely disappointing when you can’t wrap it up.”
Dixon, who started in the sixth position, was third and earned his first podium this season and the 136th of his career.
Fans watch with two laps left in the race.
(Ronaldo Bolaños / Los Angeles Times)
“The race itself was a bit blah — I sat in the same position for most of it,” Dixon said. “Luckily for us we had it easy out of that last stop.”
Al Unser Jr. holds the record for most wins at Long Beach, chalking up six in eight years, including an unmatched four in a row from 1988 to 1991.
Tom Sargent is becoming a fan of street circuits after two wins this weekend. Driving the Porsche 911 Cup for GMG Racing in the Mobil Pro Class, the 22-year-old Australian led from start to finish in Race 1 of the Carrera Cup North America on Saturday. In Race 2 on Sunday morning, he again started from the pole and claimed a 0.965-second victory over Aaron Jeansonne to complete the double.
In his last bid at Long Beach three years ago, he hit the wall on Lap 2 but still finished second.
“Momentum in sports is critical and the past few weeks have been really cool for me,” Sargent said. “I didn’t do any street circuit racing before I came to the States. Maybe it fits my driving style.”
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