Gambling has a long and complex relationship with sport. But betting is no longer a man's game. As women's sport grows, many companies are putting big money on its success.
In the next programme in our series looking at women, sport and business, we find out how one football side came back from the brink via a deal with Sweden's main gambling operator, Svenska Spel. And we hear how England's victory in the Women's Euros could be a big win for the British betting sector.
But as other sports look to sponsorship deals, some are calling for tighter controls on how - and to whom - bookmakers can advertise.
Presenter/Producer: Alex Bell
(Image: Kristianstads DFF face their rivals Djurgardens IF DFF in Stockholm, Sweden. Credit: Linnea Rheborg/Getty Images.)