KSA to enforce sports sponsorship ban from July 2025

The Dutch Gambling Authority (Kansspelautoriteit or KSA) has announced its intention to implement a firm and proactive enforcement approach in relation to the upcoming prohibition on sports sponsorships by online gambling operators. This initiative forms part of a broader legislative framework designed to enhance consumer protection and reduce the exposure of vulnerable groups to gambling-related marketing.

As of 1 July 2025, the Netherlands will conclude the two-year transitional period that followed the initial 2023 prohibition of non-targeted gambling advertising. This milestone marks the point at which Dutch law will formally prohibit online gambling companies from sponsoring athletes, sports teams, competitions, or any other sports-related content or materials. The regulator has emphasized that it will not hesitate to initiate enforcement actions against violators of this legal provision.

Objectives of the sponsorship ban

The primary goal of the new regulation is to protect young adults and other vulnerable demographics from the potential harms associated with gambling advertising. By eliminating gambling-related sponsorship in sports, the KSA aims to significantly reduce the visibility of such advertising in areas and platforms that attract large, often youthful, audiences.

This measure aligns with a growing European trend toward stricter regulation of gambling marketing practices. Countries like Belgium, Spain, and Italy have already introduced similar advertising restrictions to address public health concerns related to gambling addiction and its societal impact.

Background: Ban on non-targeted gambling advertising

The current move to prohibit sports sponsorships represents a natural extension of the Dutch government’s earlier steps to limit gambling promotion. On 1 July 2023, the Netherlands introduced a ban on all non-targeted gambling advertising. This law prohibited gambling advertisements in public spaces, including television, radio, billboards, and cinemas.

To facilitate a manageable shift for the industry, a two-year transitional period was allowed for sponsorship contracts that were already in place prior to the 2023 announcement. That period will now come to a definitive end in July 2025, removing any remaining avenues for indirect gambling promotion via sports affiliations.

Enforcement plans and regulator warnings

In a formal communication to licensed online gambling operators, the KSA has made it clear that the Authority expects full compliance with the new rules. The letter outlined that no tolerance would be shown toward attempts to circumvent the prohibition, whether through creative marketing techniques or indirect promotional partnerships.

Michel Groothuizen, Chairman of the KSA, warned operators that the Dutch regulator is closely monitoring the industry. He emphasized that enforcement efforts will be swift and that violators could face significant legal consequences, including administrative penalties or license suspension.

Groothuizen stated:
“This law was drawn up to protect young adults and other vulnerable groups. You do that by preventing them from being exposed to gambling advertising, regardless of who the advertising comes from. We at KSA will be very vigilant about that.”

Industry engagement and transitional support

Ahead of the July deadline, the KSA has engaged in multiple dialogues with industry stakeholders, including trade associations, legal experts, and sports organizations. These consultations were aimed at clarifying ambiguities surrounding the regulation and assisting gambling operators in transitioning their marketing practices to comply with the upcoming legal framework.

While some stakeholders have raised concerns about the economic implications of losing sponsorship revenue—particularly in professional and amateur sports leagues—the regulator has remained steadfast in its commitment to consumer protection.

Broader regulatory context in the Netherlands

The sponsorship ban is only one component of the KSA’s broader efforts to tighten the regulation of the gambling sector. The Dutch government has taken multiple legislative and policy steps in recent years to align the industry with evolving public health and consumer protection standards.

Among these initiatives are:

• Enhanced identity verification for online gambling platforms
• Mandatory time and spending limits for players
• Increased penalties for illegal operators
• Funding for gambling addiction awareness campaigns

Public health and social concerns

At the heart of the Dutch government’s regulatory reforms lies an acknowledgment of the public health dangers linked to gambling activities. Numerous studies have shown that excessive exposure to gambling advertising can increase the likelihood of addiction, particularly among adolescents and young adults whose cognitive development is still in progress.

By eliminating gambling sponsorship in sports, regulators hope to address concerns that such partnerships normalize gambling behavior and contribute to a culture where betting is viewed as an integral part of sporting entertainment.

Comparison with other European jurisdictions

The Netherlands is not alone in this approach. Over the past few years, several European countries have introduced comparable restrictions and prohibitions:

• Italy’s 2019 “Dignity Decree” introduced a comprehensive ban on all types of gambling advertisements, extending to sponsorship deals in the sports sector.
• Spain introduced time restrictions and content limitations on gambling ads and prohibited operators from sponsoring sports teams.
• Belgium has gradually tightened its rules on gambling promotions, recently unveiling a complete ban on advertising across several key sectors.

These developments reflect a shared regulatory philosophy across Europe: prioritizing public health and consumer safety over commercial interests within the gambling sector.

Economic and legal implications

While the policy is designed with clear social benefits in mind, there are ongoing discussions about its potential economic impact—particularly for sports clubs and organizations that have historically relied on sponsorship revenue from gambling firms.

Legal experts have noted that operators and sports entities must now reassess their commercial strategies and partnerships to avoid infringing the new law. Contracts that extend beyond July 2025 will require review, and failure to terminate such arrangements could expose both parties to regulatory penalties.

Preparing for a post-sponsorship landscape

The KSA has recommended that gambling operators and sports organizations begin preparing immediately for the full enforcement of the law. This includes:

• Auditing current sponsorship agreements to ensure they do not extend past the July 2025 deadline
• Revising marketing strategies to comply with the advertising ban
• Educating marketing and legal teams about the new requirements
• Engaging with regulatory bodies for guidance on unclear provisions

As the deadline approaches, regulators are expected to increase public awareness efforts to inform both the industry and general public about the nature and purpose of the ban.

Conclusion

The KSA’s announcement marks a decisive step toward a more restrictive and health-conscious regulatory framework for gambling in the Netherlands. By fully enforcing the ban on sports sponsorships, the Dutch government is signaling its long-term commitment to minimizing gambling-related harms and shielding vulnerable groups from excessive exposure to high-risk marketing.

Operators and affiliated industries must now navigate this shift carefully to maintain compliance and avoid legal complications. With proactive adaptation and continued engagement with regulators, the sector can help foster a safer and more responsible gambling environment across the country.

FAQs

What is the KSA's new enforcement policy about?
The KSA will strictly enforce the ban on sports sponsorships by gambling companies starting July 2025, ending a two-year transitional period.

When does the ban on sports sponsorships take effect?
The sponsorship ban will become fully enforceable on 1 July 2025 in the Netherlands.

What types of sponsorships are affected?
All sponsorships involving athletes, teams, competitions, shirts, and sports-related advertising by gambling operators are banned.

Why is the Netherlands banning sports sponsorships in gambling?
The goal is to protect young people and vulnerable individuals from gambling exposure and its associated risks.

Will existing sponsorship contracts be affected?
Yes, any existing contracts must end by July 2025. Renewals or new agreements beyond this date will be illegal.

Can gambling companies still advertise in other ways?
Only in very limited, targeted ways. Non-targeted advertising and sponsorships are no longer allowed under Dutch law.

What are the penalties for violating the ban?
Violators could face administrative sanctions, license suspensions, or fines as determined by the KSA.

How is the KSA ensuring compliance?
The KSA has issued clear guidance to operators and will actively monitor and enforce compliance with legal consequences.

Are there similar regulations in other countries?
Yes, countries like Italy, Spain, and Belgium have implemented similar restrictions on gambling advertising and sponsorship.

What support is available for companies transitioning away from sponsorships?
The KSA has engaged in discussions with stakeholders and trade associations to assist with compliance and provide clarity.