Belgian Sports Industry Set to Ban Gambling Sponsorship

Belgium’s Minister of Justice, Vincent Van Quickenborne, has proposed a ban on all gambling sponsorship and advertising, with the sports industry to be granted a transition period before the rules are enforced.

Van Quickenborne has put forward a draft Royal Decree that outlines a significant overhaul of the traditional gambling advertising and sponsorship model. By the end of this year, according to Belgian newspaper De Tijd, the blanket ban will cover commercials on television, radio and in cinemas; advertisements on websites, digital channels, social media platforms, magazines and newspapers; advertising posters in public places; personalised advertising by post or digital means; all printed advertising material and free demonstration games designed to attract customers.

Gambling companies will still be able to promote their brands on their own properties, such as casinos and their websites, while sport, where gambling sponsorship has become a major part of Belgian football, will be required to cease all such activities by the end of 2024.

However, De Tijd notes that rules will be tightened in the meantime. Gambling companies will only be able to be promoted through their name, with advertising slogans being banned. Playing commercials on big screens or through loudspeakers in stadiums is also prohibited.

In addition, the number of square metres that gambling advertising may occupy in stadiums will be limited. Until the end of 2024, gambling advertising during broadcasts of sporting events will still be permitted, but for a maximum of five seconds, twice an hour and not in the 15 minutes before or after a game.

“The gambling industry is making more and more profit in our country, with much of that [coming] from people with a gambling addiction,” Van Quickenborne said. “Gambling advertising is fired at us every day and encourages these addictions, including among young people. More than 100,000 gamblers are prone to gambling addiction and a third of them are seriously addicted.”

A similar crackdown on betting sponsorship was ratified in Spain 18 months ago and is in the process of being introduced in the UK.

Van Quickenborne’s proposal has already drawn criticism, including from Lorin Parys, chief executive of the Pro League, the top division of domestic football.

He said on Twitter: “This proposal threatens to lead more people to illegal gambling sites without regulation. This proposal – which came without consultation – is cutting more than 12 per cent of sponsorship income at a time when our clubs are losing more than €100m ($105.6m). We therefore request urgent consultation.”

Unibet became Club Brugge’s shirt sponsor in 2019 in a record deal, while the betting operator is also the shirt sponsor of top-flight side Charleroi. Regular-season league leaders Union Saint Gilloise have a shirt sponsorship deal with the Belgian National Lottery. Second-tier side Cercle Brugge has a shirt deal with the Belgium-based Napoleon Sports & Casino.

Other active betting sponsorships in Belgium includes Pro League’s three-year agreement with Bwin. The deal expires at the end of the 2022-23 season and involves advertising on all of Pro League and subscription broadcaster Eleven Sports’ platforms. Bwin is also the betting sponsor of the second-tier First Division B and the Belgian Supercup.