Key points:
- Sports sponsorship by gambling-linked entities will be more strictly regulated under the updated Gambling Act rules starting January 2025
- Logos and brand names of gambling operators on sportswear will be banned from the front and limited to a maximum area of 75 cm²
- Advertising at sports venues will be prohibited
The Gaming Commission (GC) of Belgium has announced significant new restrictions on sports sponsorship, set to take effect from 1 January 2025.
The regulations aim to create a more protective environment for players by implementing comprehensive guidelines for gaming-related branding in sports.
Under the new rules, sports clubs will face strict limitations on sponsorship from gaming-related entities. The GC will prohibit sponsorships from gambling operators, extending the definition of advertising to include various platforms such as foundations, supporter networks, websites and online broadcast channels.
The regulations interpret any display of a gaming operator's logo or brand name as advertising, regardless of the sponsor's intent or direct promotion of gambling.
This interpretation stems from Article 61 of the Gambling Act, which introduces a principled ban on advertising unless explicitly authorised by royal decree.
Sports sponsorship will therefore be subject to specific conditions outlined in the Royal Decree of 27 February 2023.
As such, from January 2025, logos or advertisements for gambling operators can no longer appear on the front of sportswear. Additionally, the maximum permitted surface area for such advertising is capped at 75 cm². Gambling-related promotions will also be banned at sports venues, further limiting their visibility.
The Gaming Commission has emphasised that these measures are designed to protect players and ensure a level playing field in sports sponsorship – reflecting growing concerns about the potential negative impacts of gambling advertising in sporting contexts.
