As the 2025 French Open gets underway, France has revived its “Behind the Label” campaign — a bold initiative targeting the rising risks of sports betting, particularly among tennis fans. At the same time, the Netherlands is preparing to introduce one of Europe’s most stringent bans on gambling sponsorships in sport.
These aren’t isolated moves. They signal a growing regulatory tide across Europe — one that commercial stakeholders in sport can no longer afford to ignore.
France’s “Behind the Label”: Turning Fine Print into Frontline Warnings
Launched by the Autorité Nationale des Jeux (ANJ), France’s national gambling authority, “Behind the Label” is a striking campaign that flips the usual script on betting ads.
Rather than highlight odds or bonuses, the campaign puts a spotlight on real stories of individuals harmed by gambling addiction. By doing so, it aims to demystify the risks behind the glamorised marketing and connect emotionally with fans, especially around marquee moments like Roland Garros.
Running from May 25 to June 8, the campaign comes at a critical time. According to the French Monitoring Centre for Drugs and Drug Addiction (OFDT), over 1.17 million people in France experienced problem gambling in 2024 — with sports betting flagged as the most dangerous segment, having a 5.9% excessive gambling rate (six times higher than lotteries).
This is part of France’s broader tightening of gambling oversight. Since 2024, licensed gambling operators have been required to submit marketing strategies to the ANJ every six months — an unprecedented move in the industry.
The Netherlands: A Full Ban on Gambling Sponsorships
In contrast, the Netherlands is taking a more aggressive approach. From July 2025, all gambling sponsorships in sport — including those involving clubs, individual athletes, leagues, shirt branding, and promotional events — will be banned outright.
The Dutch Gambling Authority (KSA) has made it clear: creative workarounds will not be tolerated.
“This law is drafted to protect young adults and other vulnerable groups,” said Michel Groothuizen, KSA Chairman. “We will be very keen on enforcement.”
The message is simple: no loopholes, no exceptions.
This follows a phased implementation model already underway in Belgium, where clubs have started to innovate within tight restrictions. Club Brugge’s deal with Unibet is a case in point. When direct gambling branding was banned, the club pivoted to feature “U-Expert”, a sports news app owned by Unibet, on their shirts — which indirectly links fans to the betting platform.
Such tactics may comply with the letter of the law but raise questions about the spirit of regulation — and whether stricter enforcement will follow.
England Next?
This regulatory shift isn’t limited to the continent.
In England, Premier League clubs will face their own version of a sponsorship ban starting at the end of the 2025/26 season. Front-of-shirt gambling sponsors will no longer be allowed — though branding can still appear on sleeves, training kits, and within stadium spaces.
Given the financial weight of gambling partnerships in the Premier League, clubs may — like their European counterparts — explore innovative ways to retain commercial value while technically complying with the new rules.
What It Means for Rights Holders, Investors, and Clubs
For rights holders, agencies, and brands, this moment demands strategic adaptation.
- Diversification is no longer optional. Clubs heavily reliant on gambling sponsors must explore new categories — fintech, health tech, lifestyle, tourism — to rebalance their revenue portfolios.
- Creative compliance may offer short-term solutions but carries long-term reputational risks.
- Regulatory forecasting should now be part of every sponsorship strategy. What’s allowed today may be restricted tomorrow.
Most importantly, this is a wake-up call for sport to rethink the nature of its commercial relationships. Authenticity, safety, and social responsibility are becoming as important as ROI — if not more.
Final Thought
From Roland Garros to the Eredivisie to the Premier League, the rules of the game are changing — not just on the pitch, but in the boardroom.
The question isn’t whether sports properties can survive without gambling money.
The question is whether they can evolve fast enough to thrive beyond it.
IMAGE: Getty Images
