• Home
  • News
  • Marketing
  • Dutch football club cancels campaign after KSA fires ad breach warning
igamingnext photo
A Dutch football club will not go ahead with a proposed outdoor advertisement after being warned against it by the Netherlands Gambling Authority (KSA).

According to the regulator, the team wanted to display a life-sized image of its captain on the outside of a prominent building in a Dutch city.

But because the team in question holds a front-of-shirt sponsorship agreement with a gambling operator, the KSA ruled that displaying the captain’s image in public would constitute a violation of the Netherlands’ ban on untargeted advertising for gambling companies.

Not a sponsorship opportunity

The football club in question argued that the tribute should be permitted under existing rules around sports sponsorship, which allow gambling companies to continue sponsoring sports teams until the expiration of existing contracts in 2025.

In response, the KSA said this case could not be decided by only considering rules around sponsorships, as the display could also be viewed as a piece of untargeted advertising.

“Sports sponsorship involves a neutral mention by the sponsor of the logo or name of the licence holder, for example on sports clothing of professional athletes,” the regulator said in a statement.

“Furthermore, in sports sponsorship it is important that there is a direct relationship between the neutral mention of the logo or name of the licence holder, the practice of the sport and the place where this sport is practiced.”

The regulator therefore ruled that as the appearance of the logo on the proposed image display would not have been purely incidental, it would have constituted an untargeted advertisement for the gambling brand in question.

Given the profile of the footballer in question, the display may also have violated the Netherlands’ ban on the use of role models and public figures in gambling advertising, the KSA said.

The regulator therefore told the club that if the plans went ahead, a preventive sanction would be issued. In response, the club announced it would withdraw the proposed display to avoid committing any violation.

Circus at PEC Zwolle

According to an article in Dutch-focused gambling news portal CasinoNieuws.nl, the club in question is Eredivisie side PEC Zwolle.

The club had intended to display an image of captain Bram van Polen on the 23-storey IJsseltoren in Zwolle, according to the story.

Netherlands-focused online gambling brand Circus.nl has been the club’s main sponsor since July 2023.

Its logo is set to continue to appear on the front of the club’s shirt until the final ban on sports sponsorships comes into effect on 1 July 2025.

Image credit: PEC Zwolle

Similar posts