Dutch regulator highlights highs and lows of compliance with gambling sponsorship ban
The KSA has provided examples of cases where gambling operators and clubs showed good practice, and cases where the ban was breached.
The Netherlands.- The Dutch gambling regulator Kansspelautoriteit (KSA) says it has increased its collaboration with sports associations and clubs to combat illegal gambling advertising amid some minor breaches of the ban on gambling sponsorship in the country. The update comes just a day after the Netherlands’ coalition government announced a proposal for a blanket ban on gambling advertising in the Netherlands.
The KSA noted that it has been monitoring advertising by gambling companies closely since the implementation of the Netherlands’ ban on untargeted advertising was imposed in July 2023. The subsequent ban on gambling sponsorship in sports came into effect in July 2025, increasing the need to work more closely with sports bodies.
Last year, the KSA wrote to all sports associations about their responsibilities. While it has found no significant violations by license holders since the sponsorship ban was implemented, it noted that ambiguity has sometimes arisen in cases around international broadcasts or where foreign clubs play with the logo of a legal sponsor in their country on their shirts.
Positive examples of compliance
The KSA stressed that it supports sports organisations where possible by explaining the rules and providing input on their application. As such, it pointed out some positive examples of compliance with the ban on gambling sponsorship in sports.
The regulator said that several matches have shown clubs are making efforts to correctly implement the ban. For example, Olympiacos Piraeus played in the CEV Cup match (volleyball) against Draisma Dynamo in Apeldoorn wearing shirts without the logo of a foreign gambling provider.
Consultations were held with the KNVB (Royal Dutch Football Association) before the match between AZ and Jagiellonia Białystok on December 18. The shirts displayed a logo from a score website. This logo differed significantly from that of the gambling provider, and the name was also different. Furthermore, no references to gambling services were found on the score website, the KSA said.
The KSA also noted that it had observed matches in which blank shirts or shirts from its own foundation are worn.
Extra supervision at international matches
However, there were also situations where the rules were not met. Following Ajax vs. Internazionale and Go Ahead Eagles vs. Stuttgart matches, letters were sent to the clubs involved.
A banner from an unlicensed gambling provider was visible during the Go Ahead Eagles vs. Stuttgart match. However, this gambling provider was not visible in the stadium itself or in the regular Dutch TV broadcast.
For international matches where various image recordings are used, sometimes including virtual billboards, the gambling provider should be replaced by an alternative advertisement for the Dutch market. However, in one summary in the Netherlands, part of the imagery in which the sponsor message was visible was mistakenly used. As a result, clubs and associations were again reminded to take due care in international productions.
The KSA said it would continue to consult with sports associations and clubs and monitor compliance with the ban on untargeted advertising by gambling providers. Enforcement action will be taken where necessary, it warned.
