In a landmark judgement, all sports sponsorships by online gambling operators have been banned in the Netherlands. This marks a new era for the country’s online gambling regulations, efforts for which began two years ago. The new regulation aims to minimise gambling exposure, especially among the younger population. The restriction applies to operators and sports clubs that rely on gambling sponsorships as a significant revenue source.
Dutch Gambling Ad Ban: Summarising the Key Points
- The new legislation is part of the reformed Remote Gambling Untargeted Advertising Decree, which aims to remove all forms of untargeted gambling ads from the Dutch public life.
- Starting from July 1, 2025, all forms of gambling ads in sports sponsorships have been banned. Gambling operators can no longer sponsor teams, leagues, or athletes in any capacity, including banners, logos, t-shirts, or online campaigns.
- This blanket ban aims to protect vulnerable sections of the Dutch community from gambling harm. The list includes younger individuals and those suffering from gambling addiction.
New Era for Gambling Regulations in the Netherlands
The blanket ban on gambling sponsorship for sports clubs, athletes, and competitions is now active in the Netherlands. This marks the final phase of the country’s regulatory reforms, which began two years ago. The first phase came on July 1, 2023, when authorities banned gambling commercials on public broadcasting channels, including television, radio, and all forms of print media, such as newspapers, billboards, transport hubs, etc.
The second step came on July 1, 2024, when the government restricted gambling commercials at media events like music festivals and TV programmes. The third phase, which began on July 1, 2025, targets all forms of sports sponsorships by gambling operators. The new legislation bars gambling operators from sponsoring sports teams, leagues, and athletes. This includes logos on the jersey, banners, and online activations. According to the government’s official statement, the ban aims to protect vulnerable groups from the dangers of gambling harm. The list includes minors, young adults, and those suffering from gambling addiction.
The Dutch Gambling Association (KSA) is in charge of enforcing the new regulation. The regulator had warned operators earlier this year about prompt action against violations, including a total ban for failing to comply with the updated statutes.
One of the primary reasons behind the government’s decision was Dutch football’s deep reliance on gambling sponsorships. Reports suggest that 33 out of 34 professional football clubs in the Netherlands had some form of gambling sponsorship. Most football clubs quickly jumped on lucrative gambling sponsorships when the market opened in 2021.
Gambling commercials proved to be the lifeline for most teams, as the entire sports industry was recovering from the effects of COVID-19. Gambling ads on billboards, club jerseys, and digital platforms became prevalent, leading to a massive outcry from social groups. Barely three months after liberalisation, the government proposed restrictions in the Parliament, and the first wave of reforms took effect on July 1, 2023.
The Effect of the Ban on Dutch Football Clubs and the Road Ahead
Experts estimate that Dutch football clubs will lose €40 million annually in direct revenue as a result of the ban. Clubs can also lose an additional €30 million from related areas such as affiliate campaigns and advertising partnerships. Smaller clubs will face the complete brunt of the action.
Thomas Peeters, Associate Professor at the Erasmus School of Economics (ESE) and an avid football fan, noted that the income streams in the Eredivisie are spread unevenly:
If you look at the distribution of income in the Netherlands, Ajax, PSV, Feyenoord, and perhaps AZ get a relatively large amount of the TV rights. That pie is divided less fairly than in other competitions. This will only lead to an increase in the financial dominance of the big three clubs.
Bas Raemakers, COO at Eredivisie CV, stated that the sector had attempted to engage with regulators from the outset:
When the market opened, we sat down with regulators to establish a code of conduct. Unfortunately, political decisions moved ahead without further consultation. The clubs were sidelined.
The KSA has been actively monitoring the sector since the ban took effect. The regulator reported that nearly all gambling commercials disappeared from public view almost overnight. However, a few isolated cases of violations were detected, such as club stores selling merchandise featuring gambling logos. The KSA issued warnings in those cases and may impose hefty fines on future violations.
The ban on gambling advertisements only applies to private operators. State-run lottery operator VriendenLoterij will be the official sponsor of the Eredivisie from the 2025-26 season. Additionally, transnational European lottery Eurojackpot has signed long-term partnership agreements with the KNVB Cup, FC Twente, and the Women’s Eredivisie. As a result, the operator’s logo can be seen on the shirt sleeves of participating clubs till 2030.
The ban will affect smaller clubs the hardest, as it clamps down on their primary source of revenue. Without gambling sponsors, most clubs will have to seek alternative income sources or reduce overall expenses. The KSA, however, made it clear that the decision was not made to punish the industry, but to protect the younger generation from the dangers of gambling harm. Michel Groothuizen, Chairman of the KSA, said:
This legislation was enacted to protect young adults and other vulnerable groups by preventing their exposure to gambling advertisements, regardless of the source. We will be vigilant in upholding that protection.