Summer in the Netherlands usually means sunshine, barbecues, and the occasional spontaneous downpour. But for the Dutch Gambling Authority (Kansspelautoriteit or Ksa), this summer also brings a new seasonal activity: tightening the screws on sports sponsorships in the gambling world. And no, it’s not just another polite Dutch warning — they’re serious this time.

As of July 1, 2025, the transition period for sports sponsorships — which was part of the broader ban on untargeted gambling ads introduced in 2023 — officially comes to an end. The message from the Ksa? “If your brand is still popping up on shirts, stadium banners or goal celebration towels after that date, don’t say we didn’t warn you.”

sports sponsorships often involve multi-year deals

Let’s rewind: Back in July 2023, the Netherlands said goodbye to flashy gambling ads in public spaces. No more ‘Bet Now!’ banners between the cheese aisle and the shampoo at your local supermarket. But because sports sponsorships often involve multi-year deals (and more lawyers than we’d like to count), a grace period was granted — until this summer.

Now that the countdown is nearly over, the Ksa has sent a crystal-clear info letter to all licensed online gambling operators in the country. The gist? The party’s over. From athletes and teams to leagues, shirts, and even the humble giveaway keychain — if it screams “sponsorship,” it’s out.

And no, there won’t be a warning shot. The Ksa has made it very clear: violations will lead to immediate enforcement. This isn’t a yellow card situation — it’s straight to the penalty spot.

To soften the landing, the regulator has been engaging in pre-summer chats with industry associations to address any last-minute confusion. So if you’re still not sure whether your branded yoga mat for the local futsal team is allowed — now’s the time to ask.

One thing’s for sure: this summer, the Ksa won’t be taking a holiday. And for gambling operators hoping to squeeze in one last pitch-side plug? You might want to think twice.