Belgium’s Gaming Commission, known as Kansspelcommissie (KSC), is set to enforce new regulations concerning gambling sports sponsorships starting January 2025.
Under these regulations, sports clubs will be permitted to partner only with entities that don’t conduct games of chance, while still possibly displaying the logos or brand names of gaming operators indirectly. Acceptable partners could include foundations, fan networks, football match information websites, online broadcasting platforms, and similar outlets.
Even when the purpose is not to directly promote gambling, the advertising of companies connected to the gambling industry will still adhere to the advertising guidelines stipulated by the Gambling Act 1999.
Another significant change includes the restriction that logos cannot be placed on the front of sports apparel, with a maximum permissible area of 75 cm².
Recent statistics from Belgium’s gambling authorities highlight football as the leading catalyst for local sports betting. The numbers received an extra boost from this year’s Euros 2024 event.
During this football tournament, an average of 1,031 new online player accounts were created each day, marking a 31% rise from the previous average of 787 daily accounts.
Before the tournament, the daily average for total online betting was €6.5 million, with winnings redistributed averaging €5.98 million. These figures jumped to €8.6 million in daily stakes and €7.54 million in daily winnings during the Euros.
These regulatory updates are part of a broader initiative for player protection that Belgium introduced in September. The Chamber of Representatives approved this package, which was championed by the Green Party Minister, Stefaan Van Hecke.
With the enactment of this decree, Belgium has joined Greece as the second EU nation to impose a minimum gambling age of 21 for both online and in-person betting. Additionally, licensees are now prohibited from offering free bets, bonuses, or gifts to entice players.