Gaming Authority in Netherlands intervenes in gambling sponsorship

This means that sponsoring television programs and events is no longer permitted. Until July 1, 2025, only sports sponsorship is permitted, after which that will no longer be permitted either.

In sports sponsorship, providers may not target vulnerable groups, including minors and young adults. It is the responsibility of the gambling provider to adhere to these rules at all times, even if third parties are involved in the sponsorship. The Ksa has seen this go wrong several times.

Incidents
One provider had a sponsorship contract with an organizer of a national event in the past. Despite the fact that this agreement had expired, the organization continued to use promotional materials that bore the provider's name, while this was no longer allowed after July 1. After the warning from the Ksa, the provider immediately had its logo removed from the promotional materials.

A second provider also had issues with agreements with a third party. The provider sponsored a major sporting event. In the run-up to the tournament, children and young adults played sports at the location. As a result, the provider's advertising expressions were also visible outside the sports matches, and by a vulnerable target group. The Ksa emphasized again that the provider itself is responsible for the sponsorship expressions and their visibility and should therefore have been alert to the fact that these were also visible outside the tournament.

A third provider had issues in a sports webshop: T-shirts of a well-known athlete were sold there with the provider's logo on them, as shirt sponsor. These shirts were also available in children's sizes, which meant that the advertising was aimed at a vulnerable target group, which is not permitted. The provider immediately took action to ensure that the children's sizes no longer bear the provider's logo.

In these three cases, the Ksa has once again explained the rules regarding sponsoring to the providers. In the event of a subsequent violation, the Ksa may take enforcement action. It is up to the provider to make clear agreements with external parties. This includes the use of sponsor materials, the time at which sponsor messages are shown and the way in which they are distributed. In addition, it is also up to the provider to ensure that external parties adhere to these agreements.