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Yesterday, the Netherlands officially implemented a ban on gambling sponsorships for sports clubs and competitions, marking the end of a two-year journey towards stricter gambling marketing regulations. Under the new regulations, shirt sponsorships as well as promotional deals involving competitions, teams, and individual athletes have all been banned.
The Dutch government had announced a series of gradual restrictions on the gambling market back in 2023. The first phase, which began on July 1 of that year, prohibited untargeted gambling advertising across various media channels, including television, radio, newspapers, and magazines. This ban later expanded to include advertising in public spaces, such as billboards and bus shelters.
On July 1, 2024, the restrictions intensified further as program and event sponsorship were added to the list of banned marketing practices. Sports clubs and competitions have been aware of this forthcoming ban since the initial announcements in 2023, which also included a halt to new contracts with online casinos and gambling operators after July 1, 2023. Existing contracts were allowed to remain in effect until their expiration.
The regulator also reminded stakeholders in May this year that it would closely monitor compliance with the new sponsorship rules and issued a warning that immediate enforcement action would be taken against any operators found violating these regulations.
Possible Lottery Sponsorship Ban?
Recently, parliamentary members raised concerns about Eurojackpot’s sponsorship of the KNVB Cup, questioning whether it might violate the new sponsorship ban in spirit, even though it technically complies with the law.
They labelled the situation as “highly undesirable,” reflecting a growing unease over the presence of lottery sponsorships in a landscape now restricted for gambling operators.
Just before the ban went into effect, Eurojackpot was announced as the main sponsor for both the KNVB Cup and the Women’s Premier League, securing a five-year deal. Additionally, last week it was confirmed as a sleeve sponsor for FC Twente, an Eredivisie club, until 2030.
Starting from the 2025-26 football season, VriendenLoterij, another Dutch lottery focused on health initiatives, will take over the title sponsorship of the Eredivisie, extending through 2029. This raises questions about the future of lottery sponsorships in Dutch sports and whether further restrictions might be on the horizon.
A Call for More Focus on Responsible Gambling
The enforcement of this ban comes at a time when the Dutch gambling regulator, Kansspelautoriteit (KSA), has highlighted serious gaps in how operators address problem gambling.
A recent study involving 139 people in treatment revealed that most operators rarely reach out to those struggling with gambling issues. In fact, 68% of participants reported never being contacted, while 83% never received a gaming ban, even though such interventions are required.
The findings are particularly alarming given that many respondents began gambling at a young age, with 81% starting before 24 and 46% before 18. While online gambling has surged, many still gamble both legally and illegally due to a lack of options in the past or because they were registered on self-exclusion lists.
Almost all participants admitted to problematic behaviors, such as the urge to recover losses and gambling daily. Many experienced significant financial, social, and mental health issues, with half reporting losses exceeding €50,000.
The KSA plans to use these insights to enhance its oversight and advocate for better player protection measures. The regulator emphasized the need for more effective personal interventions, stricter limits, and targeted information to better support those at risk.
Source: IGB
