ArenaPlus has secured a multiyear collaboration with the National Basketball Association (NBA), becoming the league’s first official betting partner in the Philippines in a move that highlights the continued convergence of sports, gaming and digital entertainment in one of basketball’s most engaged global markets.
The partnership was unveiled at a star-studded launch event at SM Mall of Asia in Pasay, Metro Manila on Saturday, attended by local celebrities, brand ambassadors, and headlined by NBA star Derrick Rose, underscoring the commercial weight behind the deal.
ArenaPlus, a PAGCOR-licensed online sportsbook under DigiPlus, said the agreement marks a major milestone for the brand as it looks to strengthen its position in the country’s competitive online gaming sector. The Philippines remains a key international market for the NBA, with basketball deeply embedded in local culture and fan engagement among the highest globally.
Under the deal, ArenaPlus will integrate official NBA branding across its online platforms, execute localized marketing activations and feature across the league’s digital and social channels in the Philippines. The collaboration is also expected to include joint efforts around responsible gambling, with both parties emphasizing best practices and integrity safeguards.
The partnership will be supported by a range of fan engagement initiatives, including NBA-themed free-to-play games and promotions designed to drive interaction during the season. On the same day as the announcement, ArenaPlus also introduced a new PHP100 million ($1.67 million) MVP (Most Valuable Predictor) Bracket challenge as part of its ongoing playoffs campaign, offering fans a free-to-play prediction format centered on the NBA postseason.
ArenaPlus Head Erick Su described the agreement as a landmark moment for the company, noting that the NBA’s global reach and deep connection with Filipino fans provide a platform to deliver more immersive and interactive experiences.
For the NBA, the tie-up points to a broader strategy to expand its footprint in regulated betting markets through partnerships with licensed operators. Kuljeet Sindhar, the league’s Head of International Gaming and Data Distribution, said the collaboration will enable the NBA to engage Filipino fans in new ways while maintaining a strong focus on responsible gaming.
The deal comes as the Philippine gaming market continues to evolve, with operators increasingly leveraging partnerships with global sports brands to differentiate their offerings and capture a growing base of digitally active consumers.
For ArenaPlus, the agreement positions the operator at the center of the country’s basketball ecosystem, combining the NBA’s global scale with localized digital engagement. For the NBA, it provides a regulated entry point into the Philippine betting space, aligning with its international strategy of working with licensed partners in key markets.
As competition intensifies among local sportsbooks, the ArenaPlus-NBA collaboration signals further maturation of the Philippine market, where high-profile sports partnerships are becoming an increasingly important driver of growth.
