Sports betting has long been framed as a boys’ club. Think smoke-filled Vegas sportsbooks, insider jargon, and tough-talking sharps. But that picture is rapidly fading. Women across the betting landscape are challenging outdated norms and reshaping what betting expertise looks like. They aren’t just participants; they’re builders, voices, and risk-takers who are helping to reinvent the industry.

This article profiles nine influential women who have left a lasting mark on sports betting. Some are pioneers, others are rising stars, and together they tell a much broader story. Betting is smarter, stronger, and more inclusive when it includes more voices.

Denise Coates: The Visionary Behind Bet365

Denise Coates is the founder and CEO of Bet365, one of the largest online sportsbooks in the world. In 2000, she mortgaged her family's chain of betting shops to purchase the domain Bet365.com. Her belief in the future of online betting wasn’t shared by most industry veterans at the time, but she pushed forward and built a real-time, user-friendly platform that set a new industry standard.

Today, Bet365 generates more than $3.6 billion in revenue annually, according to Statista. Coates’s low-profile leadership style stands in contrast to the boldness of her strategic moves. She wasn’t simply ahead of the curve. She played a central role in redrawing that curve through long-term vision and operational control that disrupted even the most entrenched sectors of the betting world.

Kelly Stewart: Bridging Sharp Analysis and Media Voice

Kelly Stewart, better known as Kelly in Vegas, made her name by consistently beating the spread and being unapologetically visible in a space dominated by male voices. After graduating from Kansas State and working in Las Vegas, she started publishing her picks online. Her transparency about wins and losses built credibility quickly.

Stewart became a regular contributor on ESPN, Bleacher Report, and WagerTalk. In an interview with Yahoo Sports, she said, “The reason I gained traction was simple—I posted all my wins and all my losses. People respect honesty.” She has helped normalize female expertise in handicapping and demonstrated that media savvy can be fully compatible with sharp betting instincts.

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Amanda Vance: A Community-First Approach to Betting

Amanda Vance didn’t enter the betting world to show off a record. She came in to build something. Her TikTok videos, Instagram posts, and live game-day reactions bring enthusiasm and clarity to the often confusing world of sports betting. She translates betting lingo into digestible language and uses her platforms to create a space where beginners, especially women, feel welcome.

In an appearance on the Props & Drops podcast, Vance explained her goal: “There’s a lot of content for experts. I wanted to make betting content for people who aren’t sure what a parlay even is.” Her approach places community at the center rather than self-promotion, which is helping shift the culture toward education and inclusion. To better understand the terms she uses, readers can check out our Talk the Talk I glossary in the Coaches Corner section of the Victory Dance website.

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Beth Raymer: Betting’s Most Unlikely Storyteller

Beth Raymer’s journey into sports betting wasn’t strategic. It was chaotic, deeply personal, and eventually transformative. In her memoir, Lay the Favorite, she recounts her years working as an assistant to professional sports bettors and illegal bookmakers. Her storytelling doesn’t romanticize that world; it lays it bare with humor and depth.

The book was later adapted into a feature film starring Rebecca Hall and Bruce Willis. Raymer’s work humanizes the high-stakes world of sports gambling by showing its contradictions and underbelly. Her success demonstrates that compelling storytelling has the power to open doors in spaces traditionally closed to women.

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Marisa Lankester: A Life Lived in the Shadows of Offshore Betting

Marisa Lankester’s memoir Dangerous Odds details her entanglement in one of the largest illegal sports betting operations in U.S. history. Working under Ron Sacco, she operated from Las Vegas to the Dominican Republic, ultimately spending time in prison before fleeing that world entirely.

Lankester avoids glamorizing the underworld. She focuses on power imbalances, personal danger, and the psychological toll of working in unregulated spaces. Her life is not only a cautionary tale but also a reminder of the strength required to survive and speak out. Her story underscores why transparency and regulation matter in today’s betting environment.

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Helen Vernet: The First Licensed Female Bookmaker in the UK

In 1919, Helen Vernet became the first licensed female bookmaker at Ladbrokes. At a time when women in Britain still lacked full voting rights, Vernet handled some of the country’s highest-stakes betting clients, including aristocrats and celebrities.

She built a reputation for intellect, charm, and precision. Despite the barriers of her era, Vernet thrived in a business known for gatekeeping. Her work challenged early 20th-century gender roles and helped lay the groundwork for the visibility of women in sports betting today.

Erin Dolan: Making Betting Digestible for a National Audience

Erin Dolan appears regularly on ESPN’s Daily Wager, where she breaks down betting lines, props, and spreads for a national audience. Her background in sports journalism allows her to blend betting expertise with accessibility.

In a 2022 interview with The Athletic, Dolan said, “I try to explain things in a way that doesn’t assume the audience already knows everything.” She believes betting content should inform rather than intimidate. Her work plays a critical role in shifting media norms and placing education at the center of betting conversations.

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Sara Perlman: Where Sports Broadcasting Meets Betting Intelligence

Sara Perlman hosts NBC Sports’ The Daily Line and brings a unique blend of athletic experience and broadcast skill. A former Division I soccer player and MLB sideline reporter, Perlman uses her deep understanding of game flow and team dynamics to offer sharp betting commentary.

Instead of focusing only on numbers, she incorporates fan behavior, team chemistry, and momentum shifts into her analysis. This layered approach attracts both casual viewers and serious bettors. She frames betting as an extension of fandom and not a departure from it.

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Rubi Rose: Winning Big and Breaking Stereotypes

Rubi Rose shocked the betting world in 2023 by winning the PrizePicks World Championship and its $100,000 grand prize. Competing against fantasy sports professionals and analysts, Rose relied on her instincts and understanding of athlete performance to outlast seasoned experts.

PrizePicks allows users to make over/under predictions on individual player stats. Rose’s victory attracted attention not only because of the payout but also because it disrupted conventional expectations about who can succeed in betting. Her success showed that learning, confidence, and thoughtful risk-taking often matter more than tradition or credentials.

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The Bigger Picture: Betting Is Smarter with More Voices

Each of these women entered betting from a different path. Some built media empires. Others navigated backchannels or created spaces where community thrives. Together, they reflect a deeper truth. Betting is no longer defined by a single voice or archetype.

Their presence brings more than representation. It brings vision, discipline, humor, and resilience. They are not just participating in the game, they are rewriting its rules.

At The Victory Dance, we believe the betting world becomes stronger, more honest, and more inclusive when leadership reflects the diversity of those who love the game.

Keep Exploring at Victory Dance

• Visit Talk the Talk I to learn betting terms used by Amanda Vance, Kelly Stewart, and Erin Dolan

• Apply beginner-friendly tactics featured in Beginner Strategies and start with the mindset Rubi Rose brought to the PrizePicks championship

• Use the Sportsbook Selection Guide to find a platform that aligns with your goals

• Join the Beginner’s Forum to connect with others and continue learning together