Chinese consumers placed $11.6 billion in sports bets on the 2026 FIFA World Cup during the tournament’s first six weeks. The wagers were processed through China Sports Lottery, the only legally sanctioned sports betting operator in the country.
Viewership and Market Scale
The global football championship generated substantial engagement across Chinese media channels. Broadcasts, special programs, and tournament coverage accumulated more than 70 billion views on television and digital networks. The championship final between Argentina and Spain recorded 282 million views, with live broadcast audiences peaking at 41.2 million viewers.The Chinese national team did not qualify for the tournament, finishing fifth in a six-team qualifying group. Official lottery figures likely understate total market activity. According to UNODC assessments, Chinese consumers place over $145 billion in annual wagers on unregulated gambling platforms.