Dutch Regulator Intensifies Sports Sponsorship Enforcement with Federation Cooperation

The Kansspelautoriteit (Ksa) has intensified its cooperation with sports federations and clubs to combat illegal gambling advertising. Since the introduction of the ban on untargeted advertising, the regulator has maintained stricter oversight of gambling company promotions, particularly in sporting contexts.

Licensed Operators Largely CompliantFollowing the sports sponsorship ban, the Ksa contacted all sports federations regarding their responsibilities. The regulator reports no significant violations by licensed operators since implementation. However, confusion has arisen in certain situations, particularly when foreign clubs display logos of operators licensed in their home countries on their shirts.

Positive Compliance ExamplesSeveral clubs have demonstrated commitment to proper compliance:

Olympiacos Piraeus played their CEV Cup volleyball match against Draisma Dynamo in Apeldoorn wearing shirts without their foreign gambling sponsor's logoDuring the AZ vs Jagiellonia Białystok match, consultation with the KNVB confirmed a score-website logo differed sufficiently from any gambling operator brandingSome clubs have played in blank shirts or worn their foundation's kitsInternational Broadcast ComplicationsNot all situations met regulatory requirements. The Ksa sent letters to clubs involved in the Ajax vs Internazionale and Go Ahead Eagles vs Stuttgart matches. During the Stuttgart game, an unlicensed gambling operator's banner was visible in international broadcast feeds, though it was replaced with alternative imagery for Dutch viewers using virtual advertising technology. A summary clip distributed in the Netherlands mistakenly included footage showing the prohibited sponsorship.

Clubs and federations have been reminded of the importance of careful management of international productions and highlight packages.

Ongoing EnforcementThe Ksa will continue dialogue with sports organisations and maintain active supervision of the untargeted advertising ban. Enforcement action will be taken where necessary to ensure a sports environment free from illegal gambling advertising.