Circus becomes temporary main sponsor of Standard Liège

Standard Liège has attracted online casino Circus as a new sponsor. However due to upcoming restrictions on gambling advertisements the Circus logo will only appear on the front of the football jerseys. This for half a season.

As off January 1, 2025 gambling companies will no longer be allowed to advertise on the front of sports shirts and other clothing.

New sponsor despite ban

The collaboration between Standard Liège and Circus is striking, as stricter rules on gambling advertisements are on the way. The choice of Circus to remain sponsor shows that operators in Belgium are willing to go the extra mile for visibility until the strict advertisement rules come into force. 

Gambling advertising restrictions

The new rules of the Gaming Commission prohibit gambling advertisements on the front of sports shirts. In addition only the name and logo of the gambling company may be shown without a slogan.

Future of gambling sponsorship

The future of gambling sponsorship in sports is uncertain due to increasing restrictions being enforced. Clubs such as Standard Liège and Anderlecht will have to find creative solutions to retain sponsors. And at the same time comply with the new regulations. Many operators, like Napoleon Games, Ladbrokes and PepperMill Casino have been putting additional focus on sponsoring amateur soccer teams.