The Kansspelautoriteit (KSA), the Dutch gambling regulator, has expressed its satisfaction with the effectiveness of its ban on gambling sponsorship in sports.
The prohibition on untargeted online gambling advertising, initially implemented in July 2023, fully impacted sports sponsorship agreements on July 1, 2025. A transitional period allowed pre-existing long-term contracts to continue for two years before the complete ban took effect.
This two-year grace period acknowledged the length of established partnerships, providing a reasonable timeframe for their completion. However, following the July 1, 2025 deadline, the KSA enforced the ban comprehensively.
The KSA reports a significant reduction in visible gambling-related sports sponsorships since the ban’s full enforcement. Their statement notes: “After the ban took effect on July 1st, almost all public manifestations have ceased.” Untargeted advertising, as defined by the KSA, encompasses all publicly visible advertisements aiming for broad reach.
Prior to July 1, 2025, the regulator issued warnings, emphasizing the increased scrutiny of gambling sponsorship in sports.
While the KSA identified a few minor infractions during the first week following the expanded ban, overall compliance has been deemed high. The authority’s report cites specific examples of violations, such as: “The sale of merchandise displaying a gambling provider’s logo via sports club online stores.”
This example serves as a reminder to gambling operators of their responsibility for comprehensive compliance, even when external parties are involved in sponsorship agreements. The KSA’s proactive approach and the resulting high compliance rate demonstrate the regulator’s success in curbing untargeted gambling advertising within the sports sector.
