Chavdar Vasilev is a gambling news writer with several years of experience in the iGaming industry. He started creating promotional content but soon found he loved reporting on the industry itself. Since then, he’s delivered...
Read Full BioThe Dutch Gaming Authority, or Kansspelautoriteit (KSA), has officially reprimanded BetMGM over an ad featuring 17-year-old FC Barcelona prodigy Lamine Yamal.
According to Dutch law, online gambling providers cannot use role models for advertisements. Ads also must not appeal to vulnerable groups, including minors. Additionally, Yamal is under 18, the legal age to gamble in the Netherlands.
A KSA statement indicates that the advertising campaign was online for a short period. An affiliated media outlet noticed the violation and reported it to BetMGM, which promptly removed it shortly after.
However, the regulator emphasizes that BetMGM did not report the violation in accordance with Dutch law. Despite that, the KSA only issued a warning to the operator because it “quickly ended the violation and took adequate measures to prevent recurrence.”
Tighter Gambling Sponsorship Rules Take Effect July 1
The BetMGM incident comes less than a month before the Dutch government implements strict sports sponsorship restrictions. Starting July 1, the following gambling advertisements are no longer legal:
- Sponsorship of teams and individual athletes
- Gambling companies’ logo placements on jerseys and equipment
- Stadium naming rights
- Club partnerships and event/competition sponsorships
- Promotional materials and prize giveaways related to sports entities
The new rules are an extension to an existing ban on untargeted gambling ads in mass media, which has been in effect since 2023. At the time, the Dutch government granted a two-year extension for sports sponsorships, given they’re often tied to multi-year contracts.
Recently, the KSA warned that it will tighten supervision of implementation, and the BetMGM warning aligns with that.
BetMGM Rethinks Brand Ambassador Strategy for the Dutch Market
BetMGM’s expansion into the Netherlands last year has prompted the operator to reassess its traditional model, which relies on high-profile celebrity endorsements and sports sponsorships.
These partnerships have been crucial for BetMGM in other markets, such as the US and the UK.
In 2024, the company reportedly spent $50 million on its Super Bowl ad campaign, which featured NFL and NHL legends Tom Brady and Wayne Gretzky, as well as actor Vince Vaughn.
Meanwhile, another actor, Jamie Foxx, features prominently on the operator’s website and in numerous advertising campaigns.
In the UK, BetMGM has gained traction through sports sponsorships, including partnerships with Premier League teams Newcastle United and Tottenham Hotspur, as well as advertising blitzes.
The company also uses brand ambassadors in multiple markets, including the UK and the US, where actor and comedian Chris Rock represents the brand.
It is worth noting that US operations are through a joint venture with Entain, whereas LeoVegas operates the brand in Europe.
