New regulations: The impact on Brugge and Anderlecht jerseys
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14 Feb 2025 •
Reading time: 3 minutes Since January 1, 2025, Belgian football has undergone a major transformation with the introduction of new regulations strictly limiting gambling advertisements. This legislation aims to reduce the influence of sports betting and gambling in sports, particularly on players’ jerseys. Top clubs such as Club Brugge and RSC Anderlecht are at the center of this transition, having to adjust their sponsorship strategies to comply with the new rules.
A Strengthened Legal Framework
The new law prohibits any form of gambling advertising on the front of jerseys for Jupiler Pro League clubs. Gambling operators’ logos are only allowed on the back of the jerseys, on a surface not exceeding 75 cm². This measure is designed to limit the public’s exposure—especially young people—to promotional messages related to gambling.
It is important to note that the current measures are only a step towards a total ban on gambling advertising in Belgian sports, set to take effect in 2028. Clubs must therefore anticipate this transition by diversifying their revenue sources and exploring new sponsorship opportunities.
Creative Workarounds
In response to these restrictions, some clubs have adopted innovative approaches to maintain their lucrative partnerships with gambling operators. For instance, Club Brugge replaced the logo of its sponsor Unibet with the mention “U-Experts” on the front of its jerseys—an attempt to bypass the ban while still complying with the law.
Meanwhile, RSC Anderlecht had a partnership with Napoleon Games, displaying the operator’s logo on the front of their jerseys until the end of 2024. Starting in January 2025, in line with the new regulations, the logo was moved to the back of the jersey, respecting the 75 cm² size limit imposed by law. Clubs that fail to comply with these new rules now face significant financial penalties.
The Belgian Gaming Commission (BGC) quickly responded to these workaround attempts by clarifying the rules regarding sponsor logo sizes. It specified that the 75 cm² limit includes the entire logo, including the spaces between letters and graphic elements, to prevent clubs from exploiting creative loopholes.
Reactions from Politicians
Green Party MP Stefaan Van Hecke strongly opposed clubs’ attempts to bypass the rules:
“After the previous government made great progress in preventing gambling addiction, it would be a real shame if the new government were to completely backtrack on these measures.”
On the other hand, MR party president Georges-Louis Bouchez took a more nuanced stance. According to him, there is currently no strict legal framework preventing clubs from using derivative names to circumvent the regulations.
Significant Financial Impact
These restrictions present major financial challenges for Belgian clubs, which largely depend on sponsorship revenues from the gambling industry. Finding new commercial partners or renegotiating existing contracts has become a priority to ensure the financial stability of the clubs.