Gambling Advertising Ban at Dutch Sporting Events: the Case of Stake F1 Team Kick Sauber
Category: Enforcement, gambling law, Regulatory Compliance
During the 2025 Dutch Grand Prix at Circuit Zandvoort, the Swiss Formula 1 team Stake F1 Team Kick Sauber was forced to compete under the name Kick Sauber. This temporary name change results from Dutch legislation on gambling advertising, which has been significantly tightened as of January 1, 2025 by the Dutch Gambling Authority KSA. This article analyzes the legal implications of this regulation for international sports organizations sports advertising, with particular attention to administrative law, civil law, and European law.
Ban on untargeted advertising for online gambling
On 1 July 2023, the ban on untargeted advertising for online gambling came into force. This put an end to advertising in public places and in buildings accessible to the public. Because sports sponsorship often involves longer-term contracts, a transitional arrangement applied to this form of advertising until July 2025. This arrangement expires this summer. From that moment on, sponsorship of athletes, teams of athletes, but also, for example, clubs, competitions, shirts and other (promotional) material will no longer be permitted. This summer, the Ksa is be particularly vigilant in monitoring violations of the advertising ban and will take immediate enforcement action. In the run-up to the ban, the regulator is also in talks with industry associations about the impact of the ban and any questions that may still be outstanding within the industry.
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Legal Framework: Gambling Legislation and Advertising Bans
The Dutch Betting and Gaming Act (Wet op de Kansspelen, Wok) and the policies of the Dutch Gambling Authority (Kansspelautoriteit, KSA) prohibit advertising for online gambling providers during sporting events. This ban includes direct advertising (such as logos on cars and racing suits) and indirect advertising (such as including a gambling company in the team name). That’s why the name of the gambling company on Sauber’s formula 1 car was not allowed under Dutch law.
The KSA applies a strict interpretation of the duty of care, holding sports organizations responsible for preventing exposure to gambling advertisements, especially among minors and vulnerable groups. We’re happy to help yout out with KSA policy documents on advertising restrictions and duty of care.
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Administrative Law Implications
Enforcement of the advertising ban falls under the administrative supervision of the KSA. In case of violations, the KSA may impose fines under the General Administrative Law Act (Awb), issue collection decisions, and publish enforcement actions.
The Kick Sauber case demonstrates that sports organizations act preventively to avoid administrative sanctions. The proportionality of enforcement must meet the three-step test: suitability, necessity, and proportionality.
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Civil Law Consequences
Sponsor contracts are governed by civil law. If a team still advertises a gambling companies name, civil claims may also follow, but administrative enforcement by KSA will be more likely. Under Article 3:296 of the Dutch Civil Code, a prohibition may be sought in civil court. Violations of the Wok may lead to nullity of agreements under Article 3:40 paragraph 2 of the Civil Code, unless the law provides otherwise.
Additionally, misleading advertising may constitute unfair commercial practices under Article 6:193c of the Civil Code, especially if consumers are not adequately informed about the nature of the gambling product.
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European Dimension
Although Formula 1 is an international platform, national regulations prevail within territorial boundaries. The EU has not regulated the EU gambling market; this is still under the authority of each EU member state. The territorial effect of the Dutch advertising ban is compatible with EU law, and enfocable within the Netherlands, provided it meets the justification under Article 36 TFEU and the proportionality test.
The fact that Stake also had to operate under a different name in Belgium confirms that multiple member states apply similar restrictions.
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Legal Strategy and Compliance with Dutch Gambling Law
Kick Sauber’s decision to remove the Stake name exemplifies compliance by design. The team avoids legal risks by adjusting branding before the event, preventing administrative enforcement and civil claims. This strategy is legally defensible and shows respect for the national legal order.
Dutch gambling legislation is under strict supervision of the KSA
The Dutch Gambling Authority is monitoring the behaviour of gambling providers very strictly. The Kick Sauber case illustrates how national gambling legislation directly affects international sports organizations and advertising. This summer, the Ksa will be particularly vigilant in monitoring violations of the advertising ban and will take immediate enforcement action. The legal implications from the Dutch gambling legislation should therefor be taken seriously. Sports organizations are well-advised to adapt their sponsorship strategies to local rules and regulations, with compliance and legal due diligence at the forefront.
Our regulatory compiance team is happy to share it’s expertise with you.