Gambling Sports Sponsorship Changes Coming to Belgium

_{Belgium’s new gambling sponsorship rules start January 1, thanks to Stefaan Van Hecke. (Image: Belga News Agency/Alamy)}

The gambling regulator for Belgium has reminded local sports teams about strict new regulations coming into force from the first day of January that will forbid them from displaying the logos and brand names of iGaming software operators. 

The timely notice from the Kansspelcommissie watchdog comes some four months after local lawmakers amended the small nation’s Gambling Act of 1999 legislation to outlaw unlicensed land-based and online casinos from advertising any form of gambling. 

The alteration was the brainchild of Green Party parliamentarian Stefaan Van Hecke and will additionally cover all sports foundations, fan communities, apps, information websites, and online broadcasts.  

Comprehensive Coverage 

The Kansspelcommissie revealed a prohibition can only be avoided via royal decree and is to embrace all advertising even if it is not intended for the direct encouragement of gambling. 

The regulator disclosed the updated regulations are to also ban operator logos or advertisements from appearing on the front of teams’ shirts, prohibit gambling-related promotions at sports venues, and limit the ultimate size of any such marketing to a mere 11.6 square inches.

The upcoming changes are to moreover see Belgium become just the second European nation after Greece to begin enforcing a minimum age requirement of 21 for gambling. 

This is to be joined by a clause outlawing licensed operators from offering incentives to their players, such as free bets, bonuses, or gifts.  

Serious Safeguarding 

The Communications Manager for the Kansspelcommissie, Marjolein De Paepe, exclusively told Casinos.com the looming ban on iGaming advertising will help the regulator to better protect players and is to apply to any brand name or logo even if the ultimate intent is not to ‘promote or incite gambling.’

“The Kansspelcommissie aims to ensure a level playing field and wants to protect gamblers,” De Paepe said. 

“It goes without saying that gamblers must be protected, so operators are being asked to advertise the allowed with caution and social responsibility.” 

Football Fanatics 

The Kansspelcommissie went on to disclose soccer still dominates the sports betting market in Belgium, with interest in the pastime having been pushed even higher due to last summer’s Euro 2024 tournament. 

The watchdog stated the average number of daily new player accounts rose by some 31% to 1,031 over the course of the four-week extravaganza held in neighbouring Germany while the associated aggregated stake swelled by approximately 32% to top €8.6 million ($9 million). 

To further highlight the importance of soccer to its country’s sports betting scene, the Kansspelcommissie disclosed the June 17 match between the national teams of Belgium and Slovakia generated a record combined domestic stake of €14.9 million ($15.6 million). 

The regulator stated 527,549 locals had placed a wager on the quadrennial tournament ultimately won by Spain, which equated to a boost of 6% when compared with the Euro 2020 predecessor.