Full Ban on Sports Sponsorship by Gambling Operators Takes Effect July 1
Dutch gambling authority Kansspelautoriteit (KSA) has issued a firm warning to the gambling industry as it prepares to enforce a full ban on sports sponsorships starting July 1, 2025. The regulator confirmed it will ramp up enforcement efforts this summer, with immediate action promised against any breaches.
This ban represents the final phase of the country’s broader advertising overhaul, which began in July 2023 with a ban on untargeted gambling ads in public spaces, on TV, radio, and online platforms. A two-year grace period was granted for sports sponsorships to allow existing contracts to run their course.
What the Ban Covers
From July, all gambling-related sponsorships in sport will be outlawed. This includes:
- Shirt sponsorships
- Team and league partnerships
- Athlete endorsements
- Promotional banners and branded gear
No new sponsorship agreements have been permitted since July 2023, and starting this summer, even existing contracts will be deemed illegal.
The KSA has already contacted licensed gambling operators to confirm any ongoing deals and issued clear reminders that no form of creative workaround—such as indirect branding through foundations or affiliated entities—will be tolerated.
KSA: No Room for Loopholes
KSA Chairman Michel Groothuizen made the regulator’s stance unambiguous, saying:
“This law was drawn up to protect young adults and other vulnerable groups. You do that by preventing them from being exposed to gambling advertising, regardless of who the advertising comes from.”
He pointed to examples from Belgium, where gambling companies have tried to skirt similar rules by sponsoring through foundations or sister companies. The KSA warned that any such tactics in the Netherlands will face swift penalties.
Tighter Rules Reflect Shifting Priorities
The upcoming sponsorship ban is part of a larger effort to strengthen consumer protection in the Dutch gambling sector, which only launched its regulated market in 2021. Other measures already in place or incoming include:
- A ban on untargeted advertising
- Stricter deposit limits
- Gambling tax increases: 34.2% GGR in 2025, rising to 37.8% in 2026
The tougher rules have already reshaped the market. Flutter pulled its Tombola brand from the Netherlands, while LiveScore Bet also exited. Even Holland Casino, owned by the state, flagged financial pressures due to rising taxes.
Despite these moves, a government review published in November 2024 found that current protection policies have yet to deliver the desired results. Lawmakers are now considering additional restrictions, including a potential ban on online slot games.
Countdown Begins
As the July 1 deadline approaches, the KSA has made its expectations clear: full compliance, no exceptions. The coming months will test whether gambling operators can adapt and whether the regulator is ready to back its words with action.
