According to the report, over a million spectators attended last year’s Australian Open—the highest in the tournament’s history. This enthusiasm has carried into 2025, with the event being referred to as the ‘Happy Slam’ in the report.
Entain has released its latest trend report, identifying tennis betting as a market with significant potential for operators.
According to the report, over a million spectators attended last year’s Australian Open—the highest in the tournament’s history. This enthusiasm has carried into 2025, with the event being referred to as the ‘Happy Slam’ in the report.
Tennis is now the fifth most popular sport among Entain’s global brands, which operate in key markets such as the UK, US, Spain, and Brazil. The Australian Open remains the most bet-on tournament despite time zone challenges, thanks to longer matches and deep betting pools. Other top events include the US Open and French Open, with the latter surpassing Wimbledon in popularity due to the extended duration of clay-court matches, which provide more betting opportunities.
Notably, in-play betting dominates tennis wagering, accounting for 90% of all bets placed on the sport through Entain’s platforms. In the UK and US, tennis ranks as the second most bet-on sport for in-play markets, trailing only football and basketball, respectively. Additionally, Entain’s data shows that in the US, tennis has outperformed football for three consecutive years.
Entain attributes tennis’ betting appeal to momentum swings, with bettors leveraging real-time game knowledge to predict outcomes.
“Momentum is about which player is in control at any point of the match,” the report states, highlighting “the mentally draining aspect of the sport” as a key factor in results.
Further statistics reveal that 60% of Entain’s tennis bets are placed on men’s matches, partly due to their longer format (best-of-five sets compared to women’s best-of-three). However, with the retirement of stars like Roger Federer and Andy Murray, and rising interest in female players such as Aryna Sabalenka, Iga ?wi?tek, Coco Gauff, and Jessica Pegula, this trend may shift.
To capitalise on this evolving interest, Entain plans to expand its in-play betting options for tennis bettors.