Eden Hazard’s partnership shocks Belgium
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16 Mar 2026 •
Reading time: 3 minutes
A few days after announcing a partnership with the online gambling platform Stake, former Red Devils captain Eden Hazard is now under investigation by the Gaming Commission. At issue: the promotion of an operator that does not hold a licence in Belgium.
An announcement that has taken the football world by surprise
When Eden Hazard posted a promotional video announcing his role as global ambassador for the online gambling platform Stake, the news quickly sparked a reaction. The former Chelsea and Real Madrid player, who retired from the pitch in 2023, explained that he wanted to start a new chapter and continue engaging with fans:
“I’m looking forward to connecting with fans in new and meaningful ways and sharing, with Stake, moments of adrenaline and the pure joy of football.”
In Belgium, the promotion of unauthorised gambling services is strictly forbidden. The Gaming Commission, the body responsible for regulating the sector, has therefore decided to launch an investigation to determine whether the campaign featuring Eden Hazard is aimed at the Belgian public. If the authorities conclude that the advertising targets Belgian citizens, it could constitute a breach of national gambling legislation. In that case, Hazard could be ordered to end his partnership with the platform.
The Commission is examining, in particular, how the promotion was disseminated and whether the content is likely to reach internet users in Belgium.
Stefaan Savenberg, of the GC:
“We will examine whether the advertising featuring Eden Hazard is targeting the Belgian market. In Belgium, it is indeed prohibited to advertise gambling.”
If the authorities conclude that the Stake promotion is indeed targeting the Belgian public, Eden Hazard could face a significant financial penalty of up to €700,000.
Stake, a controversial platform
Stake, a company specialising in online gambling and sports betting, is not authorised to operate in Belgium. Without an official licence, the platform is considered illegal within the country and even features on the blacklist of illegal casinos.
Platforms that do not hold a licence are therefore not subject to the same obligations as licensed operators. The latter must, in particular, verify users’ identities, check players’ ages and put in place mechanisms to protect against addiction. Illegal sites, on the other hand, often evade these restrictions.
A partnership that calls into question the image of sports stars
Eden Hazard remains one of the most popular figures in Belgian sport. With 126 caps and having worn the captain’s armband for the Red Devils for several years, he has left his mark on an entire generation of supporters. His association with an illegal gambling platform raises questions.
Some figures in the legal gambling sector, such as Massimo Menegalli, highlight a paradox. Whilst licensed companies are subject to increasingly strict advertising restrictions, illegal platforms sometimes manage to gain visibility through partnerships with celebrities. For these professionals, the situation creates what is seen as unfair competition.
“An illegal site, on the other hand, can afford to feature the most famous face in Belgian football. And nobody bats an eyelid. There is something deeply broken in this system. I have nothing against Eden Hazard. But when a sportsman of this calibre becomes the face of an operator that flouts all the rules we abide by, the message sent out is devastating.”
Even after retiring from the sport, sports stars continue to wield considerable influence and should not promote illegal platforms.