The Dutch regulator KSA, or Kansspelautoriteit, has signaled that it won’t tolerate such shenanigans. A similar ban will come into force in the Netherlands from July. Meanwhile, gambling operators in Belgium have made use of loopholes in a new ban on gambling sponsorship.
Michel Groothuizen, KSA chairman told NOS, a news channel that the regulator would not let operators or sports clubs to breach the spirit of the blanket ban by using workarounds. He specifically mentioned what has happened in Belgium. Some clubs have switched the logos of gambling brands for those of foundations or news portals backed by the same companies. Kansspelcommissie, the Belgian regulator, has launched an investigation into the matter.
In July 2023, The Netherlands introduced a ban on non-targeted gambling ads. That covers all broadcast, print, and outdoor ads. With the ban on all sports sponsorship to start on July 1 this year, an 18-month grace period has been granted by sports teams to adjust and to allow existing contracts to end.
Groothuizen told NOS that he expects football clubs to respect the ban and avoid creative loopholes. He said the KSA would seek a review of the wording of articles related to sponsorship. This review would ensure compliance and prevent the use of such tactics.
He said they want the law amended to allow providers space to advertise. This amendment would also prevent the forms of circumvention currently seen in Belgium.
The ban on gambling sponsorship in the Netherlands is likely to have a sizable impact on sports. Analysts estimate that licensed operators contribute €40 million a year to football clubs before taking broadcasting rights revenue into consideration.
It is also possible that the ban will mean the end of the TOTO Dutch Darts Masters. TOTO has suggested that it will remain involved in spite of losing naming rights. Yet, world number three, Michael van Gerwen has expressed concern about the future of the event. He says he knows a little bit about what TOTO is doing there. It won’t be easy to find someone else for it.
