A data profile of the people who buy, follow and care about Sports betting in United Kingdom — modelled from more than twelve digital signal sources. Sports betting has an estimated audience of 6,266,114 people in United Kingdom.
The average Sports betting fan in United Kingdom is 42.6 years old, more male, and lives primarily in England.
The audience is concentrated in England, Greater London, North West.
Top brand affinities include Racing Post, Betfred, Paddy Power, with strongest over-indexing on Racing Post (6.86× the country average).
Demographically, the Sports betting audience skews more male with an average age of 42.6, and over-indexes on personality traits such as Patriotism, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Sports betting fan in United Kingdom is more male, around 42.6 years old, with strong Patriotism tendencies and a notable affinity for Racing Post.
The key figures that characterise the Sports betting profile in United Kingdom.
28.7% are female, 71.3% are male, average age 42.6.
| Metric | Value |
|---|---|
| Female | 28.7% |
| Male | 71.3% |
| Average age | 42.6 |
| Estimated audience size | 6,266,114 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 21% | |
| 30-39 | 20% | |
| 40-49 | 21% | |
| 50+ | 28% |
of the worldwide Sports betting audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 13.6% |
| India | 12.1% |
| United Kingdom | 8.5% |
Where the Sports betting audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Northern Ireland | ~300K | 1.81× | |
| 02 | North West | ~700K | 1.10× | |
| 03 | England | ~4.5M | 1.04× | |
| 04 | Greater London | ~800K | 1.03× | |
| 05 | Scotland | ~600K | 1.03× | |
| 06 | North East | ~200K | 0.97× | |
| 07 | East Midlands | ~400K | 0.91× | |
| 08 | Wales | ~300K | 0.85× | |
| 09 | East of England | ~500K | 0.82× | |
| 10 | South West | ~400K | 0.78× | |
| 11 | South East | ~600K | 0.68× | |
| 12 | Yorkshire and the Humber | ~300K | 0.68× | |
| 13 | West Midlands | ~200K | 0.62× |
The strongest cross-interests of the Sports betting audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Racing Post | Sports | 6.86× | ||
| 02 | Boylesports | Games | 6.43× | ||
| 03 | Sporting Life (British newspaper) | Sports | 5.81× | ||
| 04 | Betway | Games | 5.38× | ||
| 05 | 32Red | Games | 5.23× | ||
| 06 | BetVictor | Games | 4.88× | ||
| 07 | Betfair | Games | 4.86× | ||
| 08 | Ladbrokes | Games | 4.86× | ||
| 09 | Paddy Power | Games | 4.76× | ||
| 10 | Betfred | Games | 4.68× | ||
| 11 | Online gambling | Games | 4.43× | ||
| 12 | William Hill (bookmaker) | Games | 4.13× | ||
| 13 | Sky Bet | Games | 3.77× | ||
| 14 | Ricky Hatton | Sports | 3.58× | ||
| 15 | BBC Sport | Sports | 2.99× | ||
| 16 | National Lottery (Ireland) | Games | 2.71× | ||
| 17 | FIFA World Cup | Sports | 2.44× | ||
| 18 | FIFA World Cup 2026 | Sports | 2.35× | ||
| 19 | Premier League | Sports | 2.18× | ||
| 20 | Manchester United F.C. | Sports | 2.03× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.39× | |
| Need for Security | CONSERVATISM | 1.31× | |
| Risk Appetite | THRILL | 1.10× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.51× | |
| Mindfulness | BALANCE | 0.60× | |
| Creativity | OPEN | 0.60× |
Sports betting has an estimated audience of 6,266,114 people in United Kingdom, concentrated in England and Greater London.
28.7% of Sports betting fans are female, 71.3% are male, with an average age of 42.6 years.
Sports betting fans show strongest brand affinity for Racing Post (6.86×), Betfred (4.68×), and Paddy Power (4.76×) over the country average.
Sports betting fans in United Kingdom are most concentrated in England (reach ~4.5M), Greater London (reach ~800K), and North West (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Sports betting itself, the audience over-indexes on Betfred (4.68×), Paddy Power (4.76×), Sporting Life (British newspaper) (5.81×), and William Hill (bookmaker) (4.13×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom who actively search for Sports betting. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across United Kingdom. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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