The Belgian Gaming Commission (GC) has announced significant new restrictions on sports sponsorships, which will take effect from January 1, 2025.
The regulation aims to create a more protective environment for players by implementing comprehensive guidelines for brands related to sports games.
According to the new rules, sports clubs will face strict restrictions on sponsorships from gambling-related entities. The Supreme Referees' Committee will prohibit sponsorships from gambling operators and will expand the definition of advertising to include various platforms such as foundations, supporter networks, websites, and online broadcasting channels.
The regulation will consider any display of gambling operators' logos or brand names as advertising, regardless of whether the sponsor's intent is to directly promote gambling.
This interpretation stems from Article 61 of the Gambling Act, which states that advertising is prohibited in principle unless explicitly authorized by a royal decree.
Therefore, sports sponsorships will be subject to the specific conditions set out in the royal decree of February 27, 2023.
Thus, from January 2025, logos or advertisements of gambling operators will no longer appear on the front of sports jerseys. Moreover, the maximum allowed surface area for such advertisements is capped at 75 square centimeters. Sports venues are also prohibited from conducting promotional activities related to gambling, further limiting their visibility.
The Gaming Commission emphasizes that these measures are intended to protect players and ensure a fair competitive environment for sports sponsorships—reflecting growing concerns about the potential negative impact of gambling advertisements in the sports environment.
