Asia Sponsorship News has released its Gambling Asia Market Analysis 2025. The report showed gambling sponsorship in Asia experienced a 25 percent decline in 2024, dropping to USD92 million, just 4.5 percent of the global total, despite global gambling sponsorship rising to USD2.1 billion, largely driven by U.S. sports betting.
The regional drop is attributed to regulatory uncertainty and the tightening of front-of-shirt gambling sponsorship in the English Premier League—a key platform for Asian betting brands.
The top three Asian markets were: Pan-Asia with USD65 million, equivalent to 70 percent of regional spend; India with USD12 million spent; and China with USD10 million.
Regulatory progress varies across Asia. The Philippines has legalised both casinos and online betting but saw limited sponsorship investment. Singapore maintains tight, well-defined regulation. Thailand has drafted a casino bill but lacks clarity on online betting. If executed properly, Thailand could surpass Singapore and the Philippines in gambling revenue. Japan has struggled with social pushback since passing its 2018 Integrated Resorts Act. China, Malaysia, and India largely ban gambling, while Vietnam’s regulatory framework remains under development.
Gambling sponsorships in Asia are heavily concentrated in three sports platforms, making up 94 percent of investments: football at 45 percent, motorsport (Formula 1) with 39 percent, and cricket with 10 percent solely from India.
The top five gambling brands—188Bet, Stake.com, 8Xbet, My11Circle, and BK8.com—accounted for 68 percent of the total. 188Bet, now headquartered in the Philippines, led with over one-third of regional investment. 8Xbet was the top football sponsor, partnering with Chelsea FC and Leicester City FC, while 188Bet and Stake.com dominated motorsport deals.
Leading rights holders were Chelsea FC, Formula One Group, and the Board of Cricket Control of India, drawing in 42 percent of sponsorship spend. The three largest individual deals—by 188Bet, Stake.com, and 8Xbet—contributed nearly USD43 million, or 47 percent of total Asian gambling sponsorship in 2024.
Looking ahead, the Asian gambling sponsorship landscape faces a critical transformation, driven by evolving regulation, growing concerns over gambling’s social impact, and Thailand’s untapped market potential. The next five years will be pivotal in shaping the future of gambling sponsorship across the region.
ASN released its Gambling Asia Market Analysis in June 2025.
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