As the interest in women’s sports continues to grow, the WNBA Players Association and Gaming Society have announced a new “Bet On Women” partnership and campaign.

The goal of the campaign is to “propel women’s sports forward, maximize fan engagement, develop new audiences and increase visibility for women athletes through betting and gamification,” the organizations said in a joint press release Monday.

“There is a massive opportunity to leverage the betting space to advance women’s sports,” said Nneka Ogwumike, current WNBPA president and a Gaming Society advisor.

“Bet On Women and Gaming Society will celebrate the athletes, by advancing our visibility into new territories because, after all, to bet on women, you need to know who we are. We encourage partners across the industry to join the movement.”

Through the campaign, Gaming Society will be exploring partnerships that will encourage active bettors to engage with women’s sports. The platform will look to educate fans and emphasize inclusivity while integrating fans’ favorite teams and players, bringing on new fans and energizing existing fans of women’s sports.

Additionally, OneTeam Partners will collaborate with Gaming Society and WNBA players to continue to develop the partnership and assist with execution.

“‘Bet On Women’ will tap into the fastest growing category in sports to create a more diverse, multi-faceted and inclusive landscape for sports betting,” said Jaymee Messler, co-founder of Gaming Society.

“The W and its players continue to be at the forefront of cultural movements, innovation and fan experience; we’re excited to partner with the WNBPA and explore partnerships with companies and brands that are also committed to inclusion, equity and visibility, recognize the power of women athletes and are making conscious investments in women’s sports.”

“The WNBPA is excited to work with OneTeam Partners to align with new women-led partners, Gaming Society and KB2,” said WNBPA executive director Terri Jackson. “It’s time for everyone to unapologetically bet on women.”