sports news
Dutch Gaming Authority Strengthens Crackdown on Sports Sponsorship Advertising
The Dutch Gaming Authority (KSA) is intensifying its oversight of sports sponsorship advertising linked to online gambling. From 1 July 2025, all sports sponsorships promoting gambling—whether through athletes, teams, clubs, or branded merchandise—will be banned, marking a significant regulatory shift.
Phasing Out Sports Sponsorship Advertising
A ban on non-targeted online gambling adverts in public spaces took effect on 1 July 2023. However, sports sponsorships were given a transitional grace period until July 2025, recognising the nature of long-term contracts in the industry. After this date, sponsoring athletes, teams, competitions, or promotional materials such as shirts will no longer be allowed.
Firm Enforcement and Industry Collaboration
The KSA has pledged to monitor the industry closely and act immediately against any breaches of the new rules. Ahead of the ban’s implementation, the regulator is engaging with gambling providers and industry bodies to ensure clarity and compliance. This dialogue aims to smooth the transition and prevent loopholes.
Safeguarding Vulnerable Audiences
Michel Groothuizen, Chair of the KSA Board, underlined the authority’s zero-tolerance approach:
“In other countries, providers have tried to circumvent similar bans with creative methods. We will not allow that in the Netherlands. The law protects young adults and vulnerable groups by preventing exposure to gambling advertising - no exceptions. The KSA will be vigilant in enforcing this.”
Protecting Players and Enforcing Stricter Advertising Rules
The end of sports sponsorship advertising represents a bold step in protecting vulnerable players and maintaining responsible gambling standards in the Netherlands. Operators must adapt promptly or risk sanctions as the KSA enforces these stricter advertising regulations.
