The Dutch authorities will apply new gambling sponsorship rules to all sports, teams, players, and competitions in the country.
KSA or Dutch gambling operator Kansspelautoriteit has warned operators that they should make sure they are in compliance with new rules on sponsorship in sport, ahead of a restriction coming into effect in July.
The Netherlands will restrict all forms of gambling sponsorship in sport starting July 1. This includes shirt sponsorship and promotional agreements with competitions, teams, and individual athletes.
As set out when KSA introduced new advertising rules in July 2023, the regulations will apply across all sports.
Initially, the Netherlands imposed restrictions on gambling advertisements across television, radio, print, and in public spaces or publicly accessible buildings. The Dutch authorities extended these restrictions in July 2024 to include program and event sponsorships.
Banning sports sponsorship was always part of the new regulations, but the KSA intentionally delayed its implementation. This was also to let existing agreements to reach their conclusion and let sports properties to prepare for the rule change. Yet, since July 2023, teams and athletes have not been able to enter new deals.
KSA has kept on monitoring the market in the lead-up to the rule change this July. This included requesting details from online casinos about any sponsorship or advertising they had in place.
KSA has told operators it will be extra vigilant for violations of new sponsorship rules with the restriction less than six weeks away. It warned it would take immediate enforcement action against any operators that breach regulations.
Nonetheless, KSA also stated that it continues to talk with industry associations about the impact of the restriction and will assist with any queries about the rule change.
Michel Groothuizen, KSA Chairman said that in other countries with a similar ban, they see that gambling providers try to circumvent the ban in creative ways. As far as he’s concerned, that is not the case in the Netherlands.
Groothuizen also said that lawmakers created this law to protect young adults and other vulnerable groups. You protect them by preventing their exposure to gambling advertising, no matter who places the ads. Them at KSA will be very vigilant about that.
