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The Netherlands has officially stopped all gambling sponsorships in sports, putting a final end to a long plan to reduce gambling ads. However, while most gambling companies are now banned from sponsoring teams and events, state-owned lotteries like Eurojackpot are still allowed, and this is causing a lot of debate.
What Has Changed?
From 1 July 2025, no sports team, athlete, or league in the Netherlands can have sponsorship deals with gambling operators. This includes shirt sponsors, stadium naming rights, and any kind of promotion related to sports.
This change didn’t happen overnight. The government has been tightening gambling advertising rules since 2023. First, they banned general ads on TV, radio, newspapers, and billboards. Later, they added event sponsorships to the ban list. Now, sports sponsorships are also banned completely.
Companies Had Time to Prepare
Since July 2023, gambling companies were not allowed to sign new sponsorship deals. But deals that already existed could continue for a while. This gave sports clubs and betting companies time to adjust.
The Dutch gambling regulator Kansspelautoriteit (KSA) says it will now strictly monitor and punish anyone who breaks the new rules.
Lottery Sponsorship Sparks Debate
Just before the new rules started, Eurojackpot, a part of the Dutch state lottery, signed big sponsorship deals:
- It became the main sponsor of the KNVB Cup and the Women’s Premier League.
- It also signed a deal with FC Twente to appear on players’ sleeves until 2030.
While these deals are legal, many people are not happy about them. That’s because lotteries are still allowed to sponsor sports, even though other gambling companies are not.
Some members of parliament are upset. They say this goes against the whole idea of banning gambling ads in sports. One politician even said the decision was “highly undesirable” because it still promotes gambling in a roundabout way.
What Else Is Happening in Dutch Gambling Laws?
The Netherlands first opened legal online gambling in 2021. Since then, the rules have gotten tougher to protect players.
Here are some recent changes:
- In October 2024, a new rule set a €700 monthly deposit limit.
- Pop-up warnings must appear every 30 minutes while playing.
- There is also a plan to ban online slots, which are seen as high-risk. Parliament already voted in favor of this idea in April 2025, though it’s not yet law.
Also Read: How To Play Three Card Poker: Easy Rules And Strategy
