Belgium Gaming Commission and Pro League target betting sponsorships with new agreement
Clubs required to provide details of potential sponsorships to regulator prior to approval
The Belgian Gaming Commission (BGC) and Belgium’s Pro League have signed a sports betting protocol which regulates partnerships between professional football clubs and gambling operators.
As part of the agreement, Pro League clubs will be required to provide details of any potential deal with a gaming operator to the BGC, which will check that the operator has the required permits to operate in Belgium and check whether the agreement meets protocol standards.
Any operators whom have been previously blacklisted by the BGC will be barred from concluding sponsorships or partnerships with Pro League clubs. Football clubs are also barred from concluding agreements with blacklisted operators. Under the protocol the BGC is also obligated to conduct regular audits of any club with a gambling partner.
All betting or promotion on sporting events involving minors will be prohibited while professional footballers at Pro League clubs are also obligated to participate in gambling harm prevention marketing campaigns. Peter Naessens, director of the BGC said the protocol showed the BGC and Pro League’s intention to promote fair sport and safe betting.
“The commitment shown is dynamic and can lead to further initiatives. These, in turn, can complement to the regulations issued by parliament and government.” Naessens added.
The announcement comes after the BGC launched sanction proceedings against Betway earlier this year for “licensing issues and a lack of financial transparency”. The process is ongoing and no sanctions have yet been applied.
Betway has been the “official betting partner” of the Belgian Cup since 2015 and sponsors Belgian first division side RSC Anderlecht.
As part of the new commitment, both groups agree to ensure that all advertising messages are aimed at so-called ‘responsible play’ and should not represent gambling as being risk-free. In addition, operators are barred from simultaneously advertising gambling activities which fall under different licence types.
This protocol includes the protection of current and younger players, increasing awareness of the dangers of match-fixing and a commercial framework dealing with responsible gaming issues. It is part of a wider commitment to combat match-fixing in sports betting in partnership with the Belgian government.
Pro League staff and clubs will also provide players with tailored integrity sessions, in partnership with the Belgian football association and sports betting operator Unibet.