Changes in the Dutch Gambling Industry. Will it affect your Business?

The Dutch gambling market is currently undergoing a significant transformation. A ban on gambling sponsorships is expected to take effect in July 2025, and the Dutch football industry is bracing for major financial challenges. The Dutch Parliament enacted this restriction to lower the growing prevalence of gambling addiction and foster a more responsible sporting environment.

Following the legalization of online gambling in 2021, 33 out of 34 professional clubs formed partnerships with gambling operators, providing a critical financial lifeline during the pandemic. While concerns over a dramatic increase in gambling addiction led to the ban, despite industry proposals for alternative solutions, the decision has left clubs facing an uncertain future.

The financial repercussions of this ban are substantial. Estimates suggest a direct loss of €40 million for clubs, with indirect losses due to diminished advertising revenue potentially exceeding €30 million. This financial strain will disproportionately impact smaller clubs, potentially widening the gap between them and the financial giants of Dutch football.

Meanwhile, last week the Kansspelautoriteit (KSA) introduced a new fines policy for operators breaching online gaming laws. This tiered system, starting at €500 and with maximum fines reaching €2 million, aims to enhance compliance and ensure a responsible online gambling market.

KSA has also outlined its 2025 supervisory agenda, prioritizing four key areas: combating underage and illegal gambling, regulating advertising and strengthening its duty of care. The KSA is planning to investigate how young people are introduced to gambling and how they can circumvent age verification measures. This focus will also extend to land-based casinos.

The gambling sponsorship ban presents both challenges and opportunities for the gaming industry in the Netherlands. While it will undoubtedly impact marketing budgets and require significant adjustments to business strategies, it also presents an opportunity for operators to demonstrate their commitment to responsible gaming and build long-term, sustainable relationships with their customers. Clubs will need to explore innovative revenue streams, such as increased fan engagement, improved commercial partnerships, and potentially, a more equitable distribution of media rights to ensure the long-term viability and competitiveness of Dutch football.

Need help with navigating the regulatory changes in the gambling market in Netherlands or other jurisdictions? Contact our experts Nikolas Lotz ([email protected]), Kurt Laferla ([email protected]), Thees Buschmann ([email protected]) today!