Late announcement of new gambling law causes dissatisfaction among operators and clubs
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11 Dec 2024 •
Reading time: 3 minutes From the new year, it will be much more difficult for Belgian sports clubs to earn money through gambling companies. The Gaming Commission (KSC) has decided to take a stricter approach to gambling sponsorship by taking a position on the so-called 2nd brands. Not only will the logos of gambling companies disappear from the front of shirts and will they be a maximum of 75 cm2 in size, but the visibility of gambling advertising around the sports fields will also be completely prohibited.
Clubs are annoyed by the short announcement
In recent months, there has been a vigorous search for creative solutions such as Circus Daily, Bwin.tv, PepperMill Casino & Friends, or even the Star Casino foundation. Nevertheless, the Gaming Commission decided to nip these young companies in the bud. Both the presence of the logo and the mention of the brand name are seen as advertising for games of chance, which fall outside the rules of sports sponsorship.
Sports clubs are reacting angrily to the timing of the new rules. “The Gaming Commission has blood on their hands.. They are going back on their pre-established positions at the last minute”
Backdoors are being sealed shut
Many clubs that had long-term deals with gambling companies were happy that they could still provide valuable input until the absolute ban of 2028. This makes the Gaming Commission’s sudden turnaround all the harder to swallow. Sponsoring via detours, such as foundations or supporters’ associations that are secretly paid by gambling companies, is also no longer permitted. This was not previously explicitly stated in the law, but the KSC has now put a stop to that.
A spokesperson for the commission explains: “We have seen that some clubs are trying to circumvent the rules with creative constructions. That is really not acceptable. The aim is to combat gambling addiction and protect young people. We take this very seriously.”
Supporters have mixed feelings
The fans are also stirring. Some supporters are happy with the decision, especially because they believe that gambling is being normalised too much. “It’s just not healthy,” says a loyal Club Brugge supporter. “You see children walking around with shirts that say a gambling company on them. That’s really not acceptable anymore.”
Other fans think differently. “I understand that they want to tackle gambling addiction, but sports clubs will soon be without money,” says a Royal Antwerp fan. “Gambling companies simply pay well. Who is going to fill that gap? Certainly not the government!
Operators see gray clouds
The frustration is growing among gambling companies. They feel like they are the target of stricter rules time and again. “We have to adapt every time,” says a spokesperson for a major operator. “It seems like they want to cover us up, but at the same time you have 50% of the people who play at an illegal casino. It feels hypocritical and this is again not good for player protection.”
An insider in the gambling world adds: “We just want to comply with the law, but if the rules keep changing, it becomes impossible for us to do business normally.”