Asian appeal keeps snooker on the map, by Altenar

As part of Altenar’s ongoing industry insights, this report explores how snooker continues to captivate audiences worldwide—now powered by a new wave of sponsorships from sportsbooks and betting operators, stepping in after tobacco advertising was phased out.

The Snooker Revival: How Betting Operators Are Driving Its Global Resurgence

In the 1980s and 1990s, snooker enjoyed its golden era in the UK, with events regularly drawing massive audiences. Famously, more than 18.5 million viewers in the UK alone stayed up past midnight to watch the climax to Dennis Taylor’s last-frame victory over Steve Davis.

However, the sport has since faced a period of decline in the UK following changes in sponsorship regulations and shifting viewer interests. Despite this downturn, snooker has found a resurgence in recent years, particularly in Asia, where its popularity is experiencing remarkable growth.

In 2016, Ding Junhui became the first Asian player to reach the World Championship final and his performances captivated audiences back in China, where around 210 million people were estimated to have watched his defeat to Mark Selby.

Asia, New Audiences, and Sports Betting: The Future of Snooker

In a sport which has traditionally been dominated by British and Irish players, it seems only a matter of time before Chinese players are the leading figures.

This upward trajectory is positioning the sport for a broader global presence. Sportsbook companies have recognised the unique appeal of snooker, a game defined by skill, suspense, and a worldwide fan base. Partnerships with betting organisations provide critical financial backing, technological innovation, and fan-focused initiatives, helping to modernise and expand the reach of the sport.

New Partnerships with Operators Drive Snooker’s Global Growth

London-based betting organisation Midnite has stepped forward as the official UK betting partner for the World Snooker Championship 2025. Their sponsorship includes efforts to enhance fan experiences, such as interactive events and giveaways, while promoting responsible gaming practices. Similarly, Sportsbet.io has formed close ties with snooker, sponsoring high-profile tournaments like the Players Championship and Champion of Champions, underscoring the growing synergy between betting platforms and the sport.

Read the full report here.