Starting from July 2024, the Netherlands will officially implement a comprehensive ban on sports betting sponsorships, marking the final phase of the country's two-year gambling advertising cleanup. From now on, any gambling sponsorship agreements involving sports clubs, events, or athletes will be prohibited, including jersey sponsorships, event naming rights, and individual endorsements.
This ban is part of the Dutch government's gradual gambling marketing restriction plan initiated in 2023. The first phase took effect in July 2023, initially banning gambling advertisements on non-targeted channels such as television, radio, and print media. Subsequently, the restrictions expanded to public spaces, including billboards, bus shelters, and other publicly accessible areas.
The final phase, starting this July, further prohibits all sports-related sponsorship activities, completely removing gambling brands from the sports sector. Since the announcement of the ban, sports organizations have been prohibited from signing new contracts with gambling operators, although existing agreements may continue until they expire.
The Dutch gambling regulatory authority, Kansspelautoriteit, issued a special warning in May this year, stating that it would "immediately take enforcement actions" against violators, demonstrating the government's firm stance on enforcing this ban.
However, shortly before the ban took effect, the multinational lottery brand Eurojackpot announced it had become the main sponsor of the Dutch Football Association Cup (KNVB Cup) and the Women's Super League, as well as partnering with the Eredivisie team Twente as a sleeve sponsor until 2030. This move sparked parliamentary questions: although lotteries are not restricted by the ban and Eurojackpot is part of the Dutch national lottery, indirectly owned by the government, its high-profile involvement in sports sponsorship still raises "moral controversies beyond the law."
Moreover, starting from the 2025-26 season, VriendenLoterij (Friends Lottery), which promotes a health and welfare concept, will become the title sponsor of the Eredivisie, continuing the partnership until 2029.
The Dutch government's regulation of the gambling industry extends beyond advertising. From October 2024, operators will be required to implement stricter consumer protection mechanisms, including a monthly deposit limit of 700 euros per user and mandatory reminders every 30 minutes to alert players of their gaming duration.
It is noteworthy that in April 2024, the Dutch parliament passed a proposal by a majority vote to support the prohibition of "high-risk online gambling," including online slot machines. Although the ban has not yet been officially implemented, it indicates that the Dutch gambling industry is facing a larger scale of tightening and transformation.
From liberalizing the market to gradually tightening it, the Netherlands is trying to find a balance between gambling freedom and public interest through strict legislation. As the presence of gambling fades both inside and outside sports venues, a new, more regulated gambling ecosystem is forming.
