Belgium Restricts Gambling Sponsorship in Sports
From January 2025, Belgium will introduce strict rules on sports sponsorship by gambling operators, removing gambling ads from sports. The measures will protect players and address growing concerns about gambling promotions in sports.
Full Sponsorship Changes
The Belgian Gaming Commission (GC) has published new rules under the updated Gambling Act, changing how gaming operators can work with sports teams and events. From January 2025, sponsorship deals will be strictly regulated and what is considered advertising in sports will be redefined.
Under the new rules, sports teams will be restricted on gambling sponsorships. Advertising at sports venues will be prohibited, logos or brand names of gambling operators on sportswear will be banned from the front and limited to a maximum of 75 cm². This is part of the broader effort to remove gambling from sports.
Definition of Advertising
The Gaming Commission has clarified that any display of a gambling operator’s logo or brand name will be considered advertising, regardless of intent. This is based on Article 61 of the Gambling Act which states that gambling advertising is generally prohibited unless allowed by a royal decree. This applies to all sponsorship platforms, websites, supporter networks and online channels.
The GC says the new rules will protect players and ensure fair competition in sports sponsorship. This is as the awareness of the damage caused by gambling advertising grows, especially in sports where it can affect fans and players.
