Top football club says goodbye to 711 with emotional tribute – “thanks for everything”

Since 1 July, gambling companies have been banned from advertising through sports clubs in the Netherlands. The ban in our neighbours particularly affects football, where many clubs had deals with online casinos. A notable example is Telstar, which said goodbye to main sponsor 711 BV on social media. 

This brings to an end two seasons of cooperation between club and operator.

Telstar bids farewell to 711 BV with gratitude and pride

Telstar posted a message to 711 BV on social media on 1 July. The club thanked the gaming partner for its trust, visibility and support. “Together we have made history,” Telstar wrote. 

Promotion to the Eredivisie in season 2024/2025 featured prominently in the farewell. The tone was warm and respectful, without rancour.

Ban on gambling advertisements affects entire sports sector

The ban on gambling advertisements has been in place since 1 July and was previously announced by the cabinet. It means no more sponsorship in jerseys, stadium advertising or other sports displays. 

Existing contracts were allowed to continue for a while, but that transition period is now over. Clubs like Telstar therefore have to look for other income.

Gambling companies were visible partners for years

Since the legalisation of online gambling in the Netherlands in October 2021, many clubs flocked to gambling companies for sponsorship. The amounts were attractive and the visibility was high. 

For clubs in the First Division, such a deal often meant a financial rescue. But growing social pressure eventually led to the ban.

Political pressure and social concerns played major roles

The call for stricter rules did not come out of the blue. Politicians, healthcare organisations and media increasingly voiced concerns about the impact of gambling advertisements. There was criticism about visibility for young people and the risks of addiction. 

The government intervened with a total ban, which has now taken effect.

Clubs say goodbye with mixed feelings

For clubs like Telstar, the farewell feels double. On the one hand, they understand the social debate. On the other hand, they are losing an important sponsor. 

In the message to 711 BV, appreciation shines through. But behind the scenes, there is also uncertainty. Because the hole left by 711 must now be filled quickly.

711 BV kept neatly to the rules

The cooperation between Telstar and 711 BV went according to all the rules. 711 BV had a licence and followed the advertising code. That makes the parting extra sour. There has been no abuse or crossing of boundaries.

Yet this collaboration too must end.

Other clubs follow suit, silence on social media strikes

It is not only Telstar that is saying goodbye. Several clubs had sponsorship deals with betting companies. Many of them choose silence, with no public posts or thank yous. 

Maybe out of strategy, maybe out of disappointment. But the signal is clear: the era of gambling sponsorship is over.

Finding new sponsors will be a challenge

The question is how quickly clubs find new partners. Gambling companies often paid well. Alternatives do exist, but not in the same order of magnitude. Certainly smaller clubs are feeling the blow. They need to get more creative, and move faster than they are used to.

Fans divided in reaction to farewell

Among fans, opinions are divided. Some think it is good that betting companies are disappearing from football. Others point to the importance of revenue and stability. 

The reactions to Telstar’s post show that contradiction well. What is principled for some, feels like a loss for others.

Ban also applies to indirect advertising

The ban goes beyond shirt sponsorship. It now also covers collaborations through influencers or online campaigns. This makes it harder for betting companies to target sports. 

The Advertising Code Commission pays strict attention to violations. Those who try to be creative risk fines.

711 BV remains active, but without visibility in sports

711 BV is losing its visibility in football, but remains active in the Dutch market. The company is now focusing on other forms of marketing, which are allowed. 

It remains to be seen how it and other providers adapt. Because visibility remains essential in a competitive market.

Clubs like Telstar have to go in other directions

The reality is that clubs like Telstar have to move on. Find new sponsors, strengthen existing relationships, or seek new revenue models. 

Perhaps the ban also offers opportunities for local businesses or social projects. But the turnaround is big, and not without risk.

Sport and gambling remain inextricably linked, but now remotely

Gambling and sport have gone hand in hand for decades. From betting shops to pool betting, it’s all part of the game. But the government now wants a clearer separation. The link will remain, but should no longer be visible in sponsorship. It is a new phase for sport, with different rules of the game.

Clubs hope for more clarity and dialogue

What many clubs now hope for is more clarity on what is and what is not allowed. The rules are strict, but sometimes unclear. 

Telstar and other clubs hope for dialogue with regulators. So that there remains room to operate responsibly, without immediately crossing borders.

Reactions from the gambling sector remain cautious

Most gambling companies react cautiously to the ban. They accept it, but stress that they have always complied with the rules. 

711 BV is a case in point. No screaming campaigns, no targeting of young people. But they must now disappear from view.

The balance between money and morality remains difficult

The debate on gambling sponsorship is about more than money. It is also about morality, exemplary behaviour and social responsibility. Clubs and companies are navigating between them. The departure of 711 at Telstar shows how difficult that balance sometimes is.

The coming period will be exciting for smaller clubs

For big clubs, the loss of a gambling partner is annoying, but not fatal. For smaller clubs, it can be a blow. 

The next few months will show how resilient they are. Telstar at least set a good example with a stylish farewell.

The impact of the ban will be felt for a long time to come

The advertising ban is now in place. But the effects will trickle down for months, maybe years. 

Clubs, gambling operators and fans will have to find their way again. What that looks like, we will only know later.

The sporting world is changing, and that requires adaptation

The rules of the game have changed. Sport has to adapt. Clubs have to make other choices. And sponsors have to seek other forms of cooperation. Telstar’s farewell post may be the beginning of a new era.