- 587% increase in women’s college basketball wagers since 2022-23 season
- 35% more total money wagered this year, with 39% spike in female bettors
- Florida (+350) leads men’s odds; South Carolina (+270) tops women’s favorites
- Sportsbooks expand markets as TV coverage and player endorsements grow
- Mid-major teams like UC San Diego emerge as bracket-busting contenders
The seismic shift in women’s college basketball betting began with Caitlin Clark’s meteoric rise at Iowa, but its ripple effects now dominate March Madness conversations nationwide. Sportsbooks report unprecedented action on both NCAA tournaments, fueled by charismatic stars and evolving fan engagement.
BetMGM data reveals staggering growth since Clark’s breakout 2022-23 campaign. Hannah Luther, the sportsbook’s lead trader, attributes this to expanded coverage: We’re offering more player props and live markets than ever. When athletes like Paige Bueckers sign major endorsement deals, casual fans become invested.This cultural shift mirrors the WNBA’s rising popularity, creating year-round betting continuity.
On the men’s side, Florida’s +4000 preseason odds now sit at +350 after their SEC championship run. A single $100,000 wager at +900 odds threatens sportsbook liability, while Duke’s title hopes (+360) hinge on Cooper Flagg’s ankle recovery. CBS SportsLine analyst Bruce Marshall cautions against ACC trust: Florida plays championship defense like 2023 UConn, but Duke’s conference schedule didn’t test them.
Mid-major teams highlight value picks, with UC San Diego’s total basketballapproach drawing comparisons to European soccer tactics. Colorado State (-2.5 vs Memphis) defies seeding logic as a 10-seed favorite – a nod to advanced analytics reshaping oddsmaking. These teams shoot 3s and switch defenses seamlessly,notes Marshall. They’re built for March upsets.
The women’s bracket features tighter competition, with defending champion South Carolina narrowly edging UConn (+275) in odds. West Coast powers UCLA and USC (+500) benefit from increased Pac-12 TV exposure, while Notre Dame’s freshman phenoms draw prop bet interest. Sportsbooks now offer 300+ women’s game markets weekly, up from 50 in 2020.
As March Madness tips off, BetMGM projects record handle across both tournaments. Trading manager Seamus Magee confirms: Prop bets on stars drive 65% of women’s pre-tournament action. It’s no longer just futures and spreads.This growth signals a permanent market shift – one Caitlin Clark catalyzed but that now thrives through systemic changes in coverage, accessibility, and athlete branding.