While the Dutch sports landscape appears to have transitioned smoothly into a new era of restricted gambling ads, the Kansspelautoriteit (KSA) is reporting a surge in “hidden” regulatory challenges.
Stadiums and kits have largely been scrubbed of betting logos within domestic borders, but the rise of international competition and virtual advertising is forcing regulators into a state of constant vigilance.
The Grey Area of International Fixtures
Compliance within the Netherlands remains high among licensed operators, yet international matchups have created significant legal friction. Problems often arise when visiting foreign teams, hailing from jurisdictions where gambling sponsorship is permitted, wear kits emblazoned with brands forbidden under Dutch law.
To mitigate these risks, Dutch clubs like Ajax and AZ are working directly with the KNVB to find workarounds. For example, during a European clash, AZ utilized branding for a score-tracking website rather than a betting platform to ensure compliance while maintaining commercial viability.
Others, like volleyball club Olympiacos Piraeus, have opted to remove sponsors entirely for matches played on Dutch soil.
Broadcasts and “Phantom” Advertisements
The most complex hurdle involves international video feeds and post-production highlights. During recent fixtures involving Ajax and Go Ahead Eagles, unlicensed gambling branding surfaced in international feeds. While local live broadcasts successfully swapped the ads using virtual replacement technology, the original restricted imagery reappeared in later highlights packages.
“Banning gambling sponsorship on paper is one thing. Keeping it out of international broadcasts, highlight reels, and virtual advertising is a far more complicated task—and one that requires constant vigilance,” the Ksa noted in its assessment of the ongoing learning process.
The Dutch KSA continues to favor preventative coordination over high-profile penalties, though enforcement remains an active option if clubs ignore guidance regarding global distribution responsibilities, i.e. allow illegal sports gambling ads.
