Netherlands to Enforce Ban on Gambling Sports Sponsorships in July
The Dutch gambling regulator Kansspelautoriteit (KSA) has confirmed it will intensify enforcement of the country’s ban on sports sponsorships by gambling companies from July 2025. With the transition period for existing contracts coming to an end, operators will no longer be allowed to promote their brands through sports teams, leagues, or athletes.
Stricter Enforcement This Summer
From July 1, gambling companies must stop sponsoring sports events, clubs, athletes, and promotional materials like shirts or banners. This change completes the phased rollout of the broader 2023 ban on untargeted gambling ads. That initial rule already ended public advertising in accessible places such as billboards or broadcast media.
The KSA announced it will monitor the market closely and take immediate action against violations. It has also started conversations with trade associations to discuss the upcoming changes and address outstanding concerns.
Wider Advertising Ban and Regulatory Intent
In July 2023, the Netherlands banned all untargeted gambling promotions. However, sports sponsorships received a temporary exemption to allow time for contracts to expire. That exemption ends this summer. As a result, all sponsorship-related promotion by gambling firms must stop.
KSA Chairman Michel Groothuizen underscored the regulator’s stance:
“In other countries with similar bans, we’ve seen operators attempt to creatively circumvent the law. That will not be tolerated in the Netherlands. This legislation was enacted to protect young adults and other vulnerable groups by preventing their exposure to gambling advertisements, regardless of the source. We will be vigilant in upholding that protection.”
Ongoing Industry Dialogue
The Dutch government’s advertising policy for gambling remains focused on reducing exposure among vulnerable populations, particularly minors and young adults. The end of sports sponsorships is the latest step in this consumer protection strategy, reinforcing the regulator’s view that promotional visibility through sports must be eliminated to avoid normalizing gambling among younger audiences.
The KSA has said it remains open to dialogue with the industry in the lead-up to the enforcement date, but emphasized that the core objective of the law will not be compromised. Operators are expected to fully comply and are advised to review their sponsorship arrangements ahead of July to ensure a smooth transition.