Date: 23.01.2025

by Sebastian Warowny

Belgian Football Clubs Exploit Sponsorship Loopholes Amid New Gambling Restrictions

Belgian football clubs have swiftly adapted to new sponsorship restrictions imposed by the Kansspelcommissie, the country’s gambling regulator, by finding indirect ways to maintain partnerships with gambling brands. The regulator has launched an investigation as several top-tier clubs appear to be circumventing the rules while staying within legal boundaries.

The New Sponsorship Regulations

The restrictions, introduced this month, prohibit clubs from displaying gambling brand logos prominently on their kits, including a ban on front-of-shirt sponsorships and limits on logo sizes to a maximum of 75 cm².

Football clubs initially opposed these measures, citing potential financial losses. However, the new rules still allow indirect partnerships through affiliated platforms such as sports news websites, broadcast channels, and foundations.

Workarounds by Jupiler Pro League Clubs

Top clubs in Belgium’s Jupiler Pro League have quickly adapted by leveraging these permissible channels. Club Brugge and Charleroi, for example, have replaced Unibet’s main branding on their shirts with the logo of U-Expert, a sports news platform linked to the Unibet sportsbook.

Similarly, Standard Liege features the Circus Daily logo, a news outlet associated with the Circus betting brand, while Cercle Brugge promotes Golden Palace News, an affiliate of Golden Palace Casino Sports. Antwerp FC has taken a different approach by featuring AntwerpFirst, a foundation supported by BetFirst.

These indirect sponsorship strategies allow clubs to maintain relationships with gambling operators while technically complying with the new rules.

The Kansspelcommissie’s investigation aims to determine whether these tactics align with the intended spirit of the regulations. The outcome of the probe could set a precedent for how such sponsorship bans are enforced and whether additional regulatory measures will be required.

Wider Implications in Europe

The developments in Belgium are being closely monitored by football clubs in the UK and the Netherlands, where similar restrictions are either in place or forthcoming. In the Netherlands, a ban on gambling sponsorships will take effect in July, prompting clubs to consider alternative partnership strategies.

Meanwhile, the English Premier League has agreed to phase out front-of-shirt gambling sponsorships by the 2026-27 season, albeit on a voluntary basis. Despite this, clubs in England will still be permitted to display gambling logos on sleeves and other kit areas, leaving room for alternative branding strategies.