The Sponsorship Experts have sponsored the ASN Gambling Asia Market Analysis 2025 report. The report provides insight into global sponsorship investment in gambling in 2024.
Global gambling sponsorship hit USD2.1 billion in 2024 and is forecasted to grow to USD2.8 billion by 2029, largely driven by the surge in U.S. sports betting. However, Asia saw a significant 25 percent drop in sponsorship investment compared to 2023, totaling only USD92 million — just 4.5 percent of the global share. According to the report, this decline reflects increasing regulatory uncertainty and the English Premier League’s tightening rules on gambling sponsorships, a major channel for Asian operators.
Pan-Asia led the region with USD65 million in deals, followed by India (USD12 million) and China (USD10 million). Despite regulatory liberalisation in parts of Asia, unclear frameworks and slow progress are barriers to growth. The Philippines has a fully legal gambling environment, but sponsorship investments remain low. Singapore has strict but clear laws, while Thailand is developing a casino law that excludes online betting for now. Japan’s market is stalled due to societal resistance, and gambling remains heavily restricted or illegal in mainland China, Malaysia, South Korea, and most of India.
Three platforms dominate Asian gambling sponsorship: football (45 percent), motorsports (39 percent), and cricket (10 percent). Five brands—188Bet, Stake.com, 8Xbet, My11Circle, and BK8.com—account for 68 percent of all investment. Notably, 188Bet alone contributed over a third. Major deals include 8Xbet's sponsorships with Chelsea FC and Leicester City, and 188Bet and Stake.com’s partnerships in Formula 1.
Top rights holders include Chelsea FC, Formula One Group, and the Board of Cricket Control of India, attracting 42 percent of Asia’s sponsorship funds. The top three deals—by 188Bet, Stake.com, and 8Xbet—totaled USD43 million.
As social concerns, evolving regulations, and emerging markets (notably Thailand) reshape the landscape, the next five years will be pivotal for the future of gambling sponsorship in Asia.
The ASN Gambling Asia Market Analysis 2025 report is the first syndicated ASN report of 2025, sponsored by Paul Poole (South East Asia) Co., Ltd.
ASN is the leading market intelligence service for the sponsorship industry in Asia, which distributes independent news, analytics and insights on a subscription basis, with a bespoke consultancy and training service.
ASN is operated by Asia Sponsorship News Co., Ltd. a subsidiary of Paul Poole (South East Asia) Co., Ltd.
Paul Poole (South East Asia) Co., Ltd. is an independent marketing consultancy based in Bangkok, Thailand specialising in commercial sponsorship and partnership marketing, working with both rights holders and brands - acting as a catalyst by bringing them together and maximising the relationship.
We have packaged, sold and managed sponsorship and partnership opportunities for a wide range of rights holders and worked with many of the world’s leading brands to source and engage the right sponsorships and partnerships for them to maximise.
