Star Casino new main sponsor of Beerschot
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29 Jul 2024 •
Reading time: 2 minutes The Antwerp club Beerschot unveiled its new jersey this Friday, proudly displaying the Star Casino logo. A partnership that marks a turning point for the club.
This choice, which might seem surprising at first glance, is part of a rapidly changing legislative context. Indeed, Belgium has adopted new regulations aimed at restricting advertising for gambling. From 2025, the logos of gambling operators will be banned from football jerseys, and a total ban is planned for 2028.
A new collaboration
For Star Casino, this partnership represents an opportunity to strengthen its brand image with a wide audience, while anticipating future legal restrictions. The group is counting on a collaboration with the Beerschot Foundation to carry out social and sporting actions, thus demonstrating its commitment to the community.
For Beerschot, this new partnership ensures a significant financial return, essential for the proper functioning of the club. However, the choice of a sponsor linked to gambling raises questions about the image that the club wishes to convey.
Significant support
This partnership highlights the challenges of corporate social responsibility in sport. Football clubs, as influential players, are increasingly called upon to engage in civic actions. The choice of partners then becomes a crucial issue, reflecting the values of the institution.
Thorsten Theys, CEO of Beerschot, stressed the importance of creating opportunities for young people.
“With Star Casino, we want to set up projects that will allow young people in our region to develop, both in sport and social terms.”
Thorsten Theys
This partnership between Beerschot and Star Casino will certainly provoke reactions, but the club’s supporters are delighted with this financial boost.