Does The Betting Industry Price Gender? Evidence from Professional Tennis

Joxe Maria Barrutiabengoa, Pilar Corredor and Luis Muga

Journal of Sports Economics, 2022, vol. 23, issue 7, 881-906

Abstract: This research addresses the importance of gender in the pricing process of the sports betting industry. Specifically, we investigate the impact of gender in the prices that bookmakers offer for tennis matches. Despite widespread evidence of gender bias both in the practice of the sport and its media coverage, tennis is one of the sports that has done most to achieve equality. The analysis of 51,881 tennis matches reveals that betting firms quote higher prices for women's matches than for men's, even when considering uncertainty due to the surprise factor and the media attention. The separate analysis of two bookmakers strengthens the evidence for the role of media attention as a source of gender-related information asymmetry.

Keywords: gender; bookmakers; tennis; surprise; attention (search for similar items in EconPapers)
JEL-codes: G10 G14 L83 Z2 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:sae:jospec:v:23:y:2022:i:7:p:881-906

DOI: 10.1177/15270025211071026

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