188BET lands Formula 1 sponsorship deal in Asia
Operator also takes ownership of official F1 Play predictor app in the region
Bookmaker 188BET has inked a five-year deal with sponsorship agency Interregional Sports Group (ISG) to become an ‘Official Asia Sponsor’ of F1 events in the Far East.
The deal will see the operator featured exclusively across the Asian broadcast market throughout the F1 season until 2024.
The 188BET brand will be displayed on sophisticated trackside advertising during races, combined with bespoke activation and integration across F1’s digital social platforms.
In addition, 188BET will receive official F1 betting data supplied by Sportradar as part of its exclusive ownership of the F1 Play predictor app for the Asian sports betting market.
F1’s 2020 schedule, which starts in March with the curtain-raiser in Melbourne, includes a race weekend in Hanoi, Vietnam in early April – the first time the sport has visited the Southeast Asian country.
In September 2018, F1 ended its longstanding opposition to gambling sponsorships after owners Liberty Media struck a sponsorship deal thought to be worth $100m over five years.
188BET withdrew from the UK in March 2019, citing a “very competitive” market as the main driver behind its departure.