Michael van Dijk, former gambling addict and author of the book U heeft helaas niets gewonnen (Unfortunately, you have not won anything), has spoken out strongly against the sponsorship of football clubs by lotteries. In an opinion piece in Trouw, he argues that this form of sponsorship exposes young people to unnecessary temptation.
Van Dijk lost his studies, job and social life due to his addiction. In his book, he describes how quickly someone can fall into a cycle of addiction. He also explains how the gambling industry tries to retain players.
Sponsorship deals with lotteries are on the rise since the ban on online casino advertising
Since 1 July 2025, sponsorship by online casinos has been prohibited. As a result, many clubs have now joined forces with parties such as the Vriendenloterij and Eurojackpot. The latter has already signed deals with Sparta Rotterdam, NAC Breda, AZ and FC Twente, among others.
Van Dijk considers this dangerous. He observes how lotteries are using the space that has become available to target young supporters. According to him, the advertisements are subtle, but they have a strong effect on people under the age of 35.
He warns that many young people buy lottery tickets because of the excitement. According to him, this is often the start of riskier gambling behaviour.
Political concerns about the growing influence of lotteries
The collaboration between Eurojackpot and the KNVB has already led to questions in parliament. Nevertheless, more clubs continue to attract lotteries as sponsors. Van Dijk sees this as a big mistake. He emphasises that these companies still offer gambling products without having to comply with the same rules as online casinos.
Lotteries are allowed to advertise through door-to-door leaflets, letterbox advertising, and even with the help of well-known athletes and influencers. They do not have to adhere to playing limits or stricter supervision rules.
According to Van Dijk, this exceptional position undermines government policy. While online casinos are subject to strict restrictions, lotteries are allowed to target large groups of people without hindrance.
Michael van Dijk calls gambling policy hypocritical and unfair
Van Dijk speaks of double standards. He argues that, on the one hand, the government wants to limit the harm caused by gambling, but on the other hand, it cooperates in marketing campaigns for lotteries.
He refers to international research showing that sport and gambling are becoming increasingly intertwined. The greater the visibility of gambling in sport, the greater the risk of problematic behaviour.In his view, the current policy is worthless as long as lotteries remain unaffected. He calls the situation untenable and warns that it will lead to more addiction in the future.