KSA and Roda JC Examine Young Adults’ Sports Betting Habits

The Dutch Gaming Authority (Kansspelautoriteit, or KSA) has announced a collaborative research project with football club Roda JC Kerkrade, aimed at understanding how young adults perceive and engage in sports betting. The study, set to take place during November and December 2025, seeks to uncover the underlying attitudes, knowledge, and behaviours of young bettors in the Parkstad region of the Netherlands.

This initiative reflects a growing effort by regulators and sporting organisations to better comprehend the social and psychological drivers behind sports wagering, especially among younger demographics who are increasingly exposed to betting advertisements and social discussions surrounding gambling.

A collaboration rooted in responsibility

The partnership between the KSA and Roda JC is significant for several reasons. Most notably, Roda JC remains the only professional football club in the Netherlands to have completely refused sponsorship from sports betting companies. In an era where gambling sponsorship dominates European football, this decision underscores the club’s commitment to social responsibility and youth protection.

By joining forces with the KSA, Roda JC aims to contribute to a nationwide effort to reduce the normalization of gambling among young adults. The football club’s leadership has long maintained that football, as a sport with deep community roots, carries an obligation to protect its young fans from potential harms associated with betting.

According to Jordens Peters, General Manager of Roda JC:

“With this awareness campaign, we want to contribute to denormalising sports betting. There almost seems to be a social pressure to participate, because the topic is discussed everywhere. That's precisely what we want to highlight.

Collaborating with the Netherlands Gambling Authority is a logical next step. The research offers valuable insights to open the conversation and develop activities that truly make a difference, in line with our role as a socially responsible club.”

This statement reflects the shared vision between Roda JC and the KSA—building a more informed, aware, and resilient public, especially among the younger generation who often see gambling as part of sports culture rather than as a regulated activity with risks.

Understanding the purpose of the study

The research aims to collect data and insights into several key dimensions of sports betting among young adults aged roughly between 18 and 30. The KSA’s stated objectives include:

• Measuring how widespread sports betting participation is among young adults.
• Analysing spending patterns and how much young people typically wager.
• Identifying common misconceptions about sports betting odds, risks, and the illusion of control.
• Evaluating social attitudes and peer influences related to gambling participation.

The KSA emphasised that the purpose is not punitive or moralistic, but rather educational. By gathering robust data, the regulator can tailor awareness campaigns and regulatory measures that reflect real-world experiences rather than assumptions.

In his remarks, Michel Groothuizen, Chairman of the KSA, stated:

“This research gives us a clear picture of how young adults experience sports betting – not just what they think, but also what they do.

This knowledge is crucial for effective measures. Roda JC is a strong and credible partner in Parkstad, with the prospect of national scaling up.”

Why young adults are a key focus

The KSA’s decision to focus on young adults aligns with global concerns about gambling exposure among younger age groups. Across Europe, regulators have observed that young people are more likely to perceive betting as a form of entertainment rather than a financial risk. The increasing presence of sports betting advertisements on television, streaming platforms, and social media has blurred the line between sports fandom and gambling engagement.

Young adults, particularly those who follow football, are often exposed to betting odds during live broadcasts or through sponsorship logos on players’ jerseys. This continuous exposure can create an environment where betting feels like a natural extension of sports participation.

Furthermore, the accessibility of online betting platforms has made gambling easier and faster than ever before. With just a smartphone, users can place bets within seconds, often without fully understanding the potential financial or psychological consequences.

The KSA has expressed concern that this demographic may not yet have developed the financial maturity or emotional resilience to manage gambling-related risks responsibly.

A unique research model for future policy

The partnership between a national regulator and a professional football club marks an innovative approach to studying gambling behaviour. Traditionally, gambling studies have been conducted by universities or independent research institutions. However, the inclusion of Roda JC as an active collaborator introduces a community-based dimension to the project.

By engaging directly with a football club and its fan base, the study gains access to a more representative sample of individuals who are likely to encounter gambling-related content. This allows researchers to obtain insights not only from betting participants but also from casual sports followers who are exposed to gambling through media and peer networks.

The research findings, expected to be published in early 2026, will serve as the foundation for new educational initiatives. These may include:

• Awareness campaigns within football communities to address misconceptions about sports betting.
• Workshops and school programs focusing on financial literacy and risk assessment.
• Digital content aimed at helping young adults recognize and resist social pressures to gamble.

Roda JC’s social responsibility vision

Roda JC’s involvement in this project reflects a broader strategy of promoting community welfare through sports. The club has long been active in initiatives that focus on education, youth development, and mental health awareness.

By rejecting sponsorship deals with betting companies, Roda JC has distinguished itself as a football club prioritising ethical and social values over commercial interests. While such decisions may limit short-term revenue opportunities, they strengthen the club’s reputation as a responsible and community-oriented institution.

The partnership with the KSA builds upon this foundation, aligning the club with national efforts to address gambling-related harm before it escalates into a wider societal issue.

The wider implications for the Dutch gambling landscape

Since the liberalisation of the Dutch online gambling market in October 2021, the Netherlands has witnessed a surge in marketing by licensed operators. This has led to public debate over the balance between commercial freedom and social protection.

In response, the Dutch government has introduced stricter advertising rules and enhanced consumer protection requirements. The KSA’s collaboration with Roda JC represents an extension of this regulatory philosophy—focusing not only on enforcement but also on understanding behaviour and preventing harm.

If successful, the Parkstad study could become a blueprint for future collaborations between regulators, sports organisations, and academic institutions across the Netherlands. It may also encourage other European regulators to adopt community-level partnerships to better assess the social impact of gambling.

Expected outcomes and next steps

The KSA and Roda JC anticipate that the study will yield valuable quantitative and qualitative insights into how young adults perceive and interact with betting. These findings will guide the development of new educational frameworks that align with the realities of modern gambling culture.

Once the results are analysed in early 2026, the KSA plans to publish a summary report outlining key findings, recommendations, and possible regulatory responses. These may include targeted awareness initiatives or enhanced communication guidelines for sports organisations.

The long-term vision is to promote a “responsible gambling culture”—one where individuals are informed, self-aware, and supported by transparent regulations.

Building awareness through dialogue

Both the KSA and Roda JC have emphasised that education is most effective when it emerges from dialogue rather than directives. The study will therefore incorporate interviews, surveys, and focus groups, giving young adults an opportunity to share their views openly and anonymously.

By engaging participants directly, the project hopes to foster greater understanding of why young people are drawn to betting and what influences their decisions. The findings will not only shape awareness campaigns but may also guide future communications between regulators, sports clubs, and media organisations.

Ultimately, the project underlines a shared commitment to safeguarding the integrity of sport and the wellbeing of its followers.

Conclusion

The KSA and Roda JC’s joint research initiative marks a forward-looking approach to gambling regulation in the Netherlands. By examining the motivations, habits, and misconceptions surrounding sports betting among young adults, the partnership aims to create a data-driven foundation for awareness and prevention.

Roda JC’s continued stance against betting sponsorships, coupled with the KSA’s evidence-based strategy, represents a proactive model for socially responsible governance in sport. When the findings emerge in 2026, they are expected to provide not only national insights but also international relevance—demonstrating how collaboration between sport and regulation can drive cultural change.

FAQs

What is the main goal of the KSA and Roda JC study?
The study aims to understand how young adults in the Parkstad region perceive and engage with sports betting to support responsible gambling initiatives.

Why did Roda JC refuse betting sponsorships?
Roda JC chose to reject betting sponsorships to uphold its social responsibility and protect young fans from gambling exposure.

When will the study take place?
The research will be conducted during November and December 2025, with results expected in early 2026.

Who is leading the project?
The initiative is jointly led by the Dutch Gaming Authority (KSA) and Roda JC Kerkrade.

What will the study focus on?
It will explore betting prevalence, spending habits, social pressures, and misconceptions about sports betting among young adults.

Why are young adults the target group?
Young adults are more exposed to betting culture through sports and digital media, making them a critical demographic for awareness efforts.

What will be done with the research findings?
The findings will inform educational campaigns, communication strategies, and future regulatory measures to reduce gambling harm.

How will participants be involved?
Young adults in the Parkstad region will take part in surveys, interviews, and focus groups to share their experiences and opinions.

What role does KSA play in gambling regulation?
The KSA oversees the legal gambling market in the Netherlands, ensuring fairness, transparency, and consumer protection.

What impact could this study have on Dutch policy?
The research could influence future awareness programs, school initiatives, and stricter guidelines for sports-related gambling promotion.