New Restrictions Transform Gambling Sponsorship Landscape in Dutch Sports
The Netherlands has officially implemented a ban on gambling sponsorships for sports clubs and events, marking the conclusion of a two-year initiative aimed at regulating gambling marketing within the nation.
Starting July 1, the prohibition extends beyond traditional shirt sponsorships; it encompasses all promotional arrangements involving teams, competitions, and individual athletes.
In 2023, the Dutch government embarked on a strategic rollout of advertising restrictions on gambling, aiming for a controlled approach to this often contentious sector. The initial phase, introduced on July 1, 2023, prohibited untargeted gambling advertisements across numerous media outlets, including television, radio, newspapers, and magazines. This ban later broadened to include outdoor advertising—spanning billboards, bus shelters, and any publicly accessible venues.
On July 1, 2024, the regulations will expand further to include sponsorships tied to programs and events—heightening the intensity of the sponsorship landscape in Dutch sports. Clubs and organizations have been bracing for these changes since the announcement of the restrictions, which restricted the signing of new contracts with online casinos effective from July 1, 2023. Existing agreements were permitted to continue until their natural expiration.
In a proactive stance, the Dutch gaming authority, Kansspelautoriteit, has emphasized its commitment to rigorously enforce these new sponsorship directives, warning operators to expect immediate repercussions for any infractions.
Eurojackpot’s Role Sparks Debate
Just before the enforcement of the sponsorship ban, Eurojackpot entered a partnership as the main sponsor for both the KNVB Cup and the Women’s Premier League for a five-year period. Additionally, it was confirmed as a sleeve sponsor for FC Twente until 2030. Given that Eurojackpot is part of the state-owned Dutch Lottery—an entity exempt from the sponsorship prohibition—its involvement has raised eyebrows. As of the 2025-26 football season, VriendenLoterij, another health-oriented lottery, will become the title sponsor of the Eredivisie through 2029.
Recently, members of the Dutch Parliament questioned whether Eurojackpot’s sponsorship of the KNVB Cup contravenes the spirit of the law, despite being technically compliant, indicating the ongoing tension around gambling endorsements.
Continued Regulatory Trends
Since the legalization of online gambling for both international and domestic operators in 2021, the Dutch market has seen a wave of regulatory shifts—not limited to sponsorships. By October 2024, new consumer protection measures will be introduced; these include a cap on monthly deposits of €700 and mandatory notifications every 30 minutes to inform players of their gambling duration.
Furthermore, a ban on online slots is looming. In April 2024, a significant majority of 79 MPs backed a motion targeting “online gambling with demonstrably high risk,” which includes online slots. While this motion signifies a strong parliamentary stance, it has yet to be codified into law.
These evolving landscape changes reflect the Dutch government’s commitment to promoting responsible gambling, with an overarching goal of minimizing the adverse effects associated with gambling activities in sports and society at large.