New Dutch Gambling Ad Ban To Hurt Nation’s Sports Industry

The Dutch sports industry, particularly professional football, is bracing for financial challenges due to a nationwide ban on gambling sponsorships set to take full effect by July 2025. This decision follows growing concerns about gambling addiction and public pressure to limit the influence of online gambling companies on sports.

While intended to address social issues, the ban is expected to have significant economic consequences for football clubs across the Netherlands.

Gambling Sponsorships in Dutch Football

Since the legalization of online gambling in 2021, nearly all of the 34 professional football clubs — except Roda JC — entered into partnerships with betting firms. These deals often exceeded the value of traditional sponsorships.

• PEC Zwolle signed a record-breaking €1.5 million annual deal with Circus.nl.

• Sponsorships proved vital for smaller clubs, especially during the pandemic.

• Gambling firms became one of the most significant revenue sources across the league.

The Financial Impact of the Ban

Starting in 2023, new sponsorship agreements with gambling companies were restricted. By July 2025, all such deals will be banned, except for partnerships with land-based casinos and lotteries.

• Eredivisie CV projects €40 million in direct losses and €30 million in indirect losses.

• Smaller clubs, more reliant on sponsorships than broadcasting or ticket revenues, will face the greatest pressure.

• Critics warn the ban may widen the financial gap between elite clubs (Ajax, PSV, Feyenoord) and smaller teams.

Broader Debate and Effectiveness

Dutch football organizations proposed compromises, such as limiting advertising visibility and launching education initiatives, but these failed to gain government support.

• Experts question whether the ban will reduce gambling harm, as international sponsorships can still reach Dutch audiences.

• Some advocate for EU-wide regulation to ensure consistency, while others prefer national control.

• The policy is part of a larger European discussion on gambling advertising restrictions.

Conclusion

The upcoming ban on gambling sponsorships represents a turning point for Dutch football. While policymakers aim to address social concerns, clubs are left scrambling to replace tens of millions in lost revenue. For smaller teams in particular, finding alternative income sources will be a long-term challenge — one that could reshape the competitiveness of Dutch football for years to come.