Despite some month-to-month fluctuations, the year’s overall growth was undeniable, cementing Iowa as a key player in the expanding U.S. sports betting industry.
According to the Iowa Racing and Gaming Commission, revenue on that handle also saw an 8% boost, reinforcing the state’s strong betting culture. However, experts suggest that growth may stabilize moving forward.
“I think we’ll be seeing a stabilization of the market as more of our surrounding states add sports wagering to their gaming profile,”
said commission administrator Tina Eick.
While NFL and college football remain dominant betting markets, a new force has emerged in shaping Iowa sports wagering trends — women’s basketball superstar Caitlin Clark.
The ‘Caitlin Clark Effect’ on Sports Betting
Clark’s rise as one of the most influential athletes in women’s basketball has had a direct impact on Iowa’s betting figures. Her senior season with the Iowa Hawkeyes saw a surge in wagers, and the momentum carried into her rookie campaign with the Indiana Fever.
According to Covers.com, Iowa’s monthly sports wagering handle increased by an average of 18% between November 2023 and September 2024, a period that spanned both Clark’s college and WNBA seasons.
Even during the summer months, traditionally a slower time for sportsbooks, Iowans continued placing bets at higher rates than in previous years.
“Despite leaving the Hawkeyes for the WNBA, Iowans remained avid supporters of Caitlin Clark, driving a significant increase in sports betting activity during the WNBA season,”
Covers.com reported.
Between May and August, year-over-year revenue growth jumped from 18.2% to 26.9%, highlighting her ongoing influence.
The broader impact of Clark’s popularity is evident in sportsbook trends. BetMGM reported a staggering 108% increase in WNBA betting in 2024, while Penn Entertainment, which operates ESPN Bet, saw a more than 150% rise in WNBA handle year over year. Notably, 20% of all bets placed on ESPN Bet during the WNBA season involved Clark’s Indiana Fever, and six of BetMGM’s eight most-bet WNBA games featured her team.
What’s Next for Iowa’s Betting Market?
While Clark’s presence has certainly fueled a surge in sports betting, Iowa sportsbooks did experience some volatility. December’s handle of $293.1 million represented a 7% drop from the previous month, and sportsbooks’ hold percentage was cut in half. Retail sportsbooks were hit particularly hard, posting a collective loss of $545,000.
Still, the industry remains on an upward trajectory, with Clark’s continued professional career poised to drive further engagement. Her ability to attract viewership, as evidenced by record-breaking WNBA ratings, suggests that women’s basketball could become an even bigger betting market in the future.
With sportsbooks adjusting their promotional strategies to capture the growing interest in women’s sports, Iowa bettors may see new opportunities in the market. The “Caitlin Clark Effect” has already reshaped the industry, and if her influence continues, Iowa’s sports betting landscape could remain one of the most dynamic in the nation.
