Sports sponsorship ban is about to get real for online gambling firms in the Netherlands. Starting 1 July 2025, the temporary exception that allowed some advertising in sports is over. The Dutch Gaming Authority (Ksa) says it’ll be watching closely to make sure nobody tries to dodge the new rules.

• From 1 July 2025, the transitional period for sports sponsorship ends, officially banning gambling ads linked to athletes, teams, or sports materials. This follows the broader July 2023 ban on non-targeted gambling ads in public spaces. That ban already prohibited general gambling promotions in areas accessible to the public.

• The Ksa says sponsorships of clubs, shirts, events, and even competitions by gambling operators will no longer be allowed. Long-term contracts that were previously protected under the transition period will now be subject to enforcement. This is part of the law designed to shield vulnerable groups, including young people, from exposure to gambling ads.

• The authority is increasing its oversight during the summer to detect and act on violations quickly. Ksa will not hesitate to launch enforcement measures against companies that breach the sports sponsorship ban. This marks a stricter stance compared to previous years.

• Michel Groothuizen of the Ksa emphasized that other countries have seen attempts to get around similar bans. He warned, “As far as I’m concerned, that is not the case in the Netherlands.” Ksa’s commitment is to prevent any exposure of gambling ads to vulnerable groups, no matter the method used.

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