The Dutch gambling authority, Kansspelautoriteit (KSA) has reprimanded three providers for incidents involving sponsorship. Since 1 July 2024, there have been new rules regarding sponsorship. This means that sponsoring television programmes and events is no longer permitted. Until 1 July 2025, only sports sponsorship is permitted, after that it will no longer be permitted.

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 saw this go wrong several times.

Incidents

One provider had a sponsorship contract with an organiser of a national event in the past. Despite the fact that this agreement had expired, the organisation continued to use the promotional materials that contained 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 went wrong in 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 sporting events, and moreover by a vulnerable target group. The KSA emphasised 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.

The third provider had an issue in a sports webshop: T-shirts of a famous 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 the advertising was aimed at a vulnerable target group, which is not permitted. The provider took immediate action to ensure that the children’s sizes no longer carried 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.