Belgian Regulator Warns Football Clubs Over Sponsorship Ban

Are Belgian football clubs finding ways to bypass the country’s gambling sponsorship ban? The Belgian Gaming Commission (Kansspelcommissie) has issued official warnings to Club Brugge and RSC Anderlecht for allegedly violating new sponsorship restrictions. The regulator accuses both clubs of deliberately enlarging gambling sponsor logos to circumvent the law, despite a clear size limitation on gambling advertisements. With sanctions on the table, will Belgian football clubs comply or continue testing regulatory boundaries?

Belgian Regulator Warns Football Clubs Over Gambling Sponsorship Violations

Key Points:

1. Belgium’s Gambling Regulator Puts Football Clubs Under Scrutiny

   • Club Brugge and Anderlecht face warnings for alleged non-compliance with gambling sponsorship restrictions.
   • The regulator may impose fines or suspend licenses if violations continue.

2. Loopholes in Sponsorship Rules Raise Compliance Concerns

   • Clubs allegedly measured letters individually, ignoring blank space, to expand gambling logos.
   • Several teams now promote operator-backed portals or foundations instead of direct betting brands.

3. Dutch Regulator Watches Belgium’s Ban for Enforcement Lessons

   • The Netherlands will introduce a similar gambling sponsorship ban on July 1.
   • The KSA (Dutch Gambling Authority) warns that loopholes will not be tolerated.

Belgium’s Football Clubs Face Regulatory Pressure Over Gambling Sponsorship

Belgium’s new gambling sponsorship ban, which took effect on January 1, 2025, is already under fire as top-tier football clubs allegedly attempt to circumvent the rules. The Belgian Gaming Commission (Kansspelcommissie) has placed Club Brugge KV and RSC Anderlecht under scrutiny, warning them against manipulating logo size measurements to continue displaying gambling sponsors more prominently.

How Are Clubs Allegedly Bypassing the Sponsorship Ban?

The ban prohibits gambling advertisements from appearing on the front of jerseys but allows them to be displayed on the back, provided they do not exceed 75 cm².

However, the regulator accuses both Club Brugge (sponsored by Unibet) and Anderlecht (sponsored by Napoleon Sports) of:

• Measuring each letter of the logo separately, instead of considering the entire branding space.
• Exploiting a loophole to enlarge sponsorship visibility, undermining the spirit of the law.

Regulator’s Warning: Fines and License Suspensions Possible

The Kansspelcommissie has made it clear that further violations will not be tolerated. Communications director Marjolein De Paepe emphasized:

“For the size calculation, only the total space occupied by the sponsor’s name will be taken into account, not the surface area of each individual character. The clubs concerned have been informed and are required to strictly adhere to this rule.”

If clubs continue to flout regulations, the Gambling Commission may impose serious sanctions, including:

• Official warnings and fines for non-compliance.
• Temporary suspension or permanent revocation of gambling licenses for associated betting operators.

Clubs Using Alternative Sponsorship Tactics

Belgian clubs have also found new creative ways to work around sponsorship restrictions. Several teams now promote gambling operators indirectly by:

• Displaying the logos of operator-backed news portals or charities.
• Rebranding sponsorships under “social responsibility” programs to maintain exposure.

This trend is raising concerns about the effectiveness of the sponsorship ban, prompting regulators to closely monitor evolving tactics.

Netherlands to Implement Similar Gambling Sponsorship Ban

Belgium’s regulatory struggles come at a time when the Netherlands prepares to introduce its own gambling sponsorship ban on July 1, 2025.

Michel Groothuizen, chairman of the Dutch Gambling Authority (KSA), has been closely observing Belgium’s enforcement efforts and has issued a stern warning to Dutch football clubs:

“The KSA will not tolerate attempts to exploit loopholes in the gambling sponsorship ban. We are fully prepared to take enforcement action.”

This suggests that Dutch regulators may adopt a stricter enforcement stance from the outset, learning from Belgium’s ongoing challenges.

What’s Next for Gambling Sponsorship in Belgian Football?

The Belgian Gaming Commission’s crackdown signals that authorities will continue monitoring compliance and take action against clubs that try to exploit regulatory loopholes. Moving forward:

1. Football clubs may face fines or sponsorship restrictions if violations persist.
2. Regulators could impose even stricter advertising rules, making compliance unavoidable.
3. The Dutch Gambling Authority (KSA) will apply lessons from Belgium’s enforcement struggles when launching its own ban.

Can Belgium Effectively Enforce Its Sponsorship Ban?

Belgium’s gambling sponsorship ban is facing its first real test, as top football clubs allegedly seek ways around the restrictions. The Kansspelcommissie’s warnings to Club Brugge and Anderlecht indicate that regulators are prepared to take firm action to ensure compliance.

However, with clubs shifting to indirect advertising strategies, enforcement will require constant oversight and legal refinements. Meanwhile, the Netherlands is preparing to launch its own sponsorship ban, with officials vowing to close loopholes early.

As European regulators tighten gambling advertising rules, the question remains: Will football clubs comply, or will they keep finding ways to maintain betting sponsorship visibility?