The Netherlands Gambling Authority (Kansspelautoriteit, Ksa) has voiced strong criticism after Italian club Inter Milan wore shirts featuring the Betsson.sport logo during their Champions League opener against Ajax in Amsterdam. The incident took place shortly after the Dutch ban on gambling-related sports sponsorship came into effect on July 1, 2025.

Despite Dutch regulations prohibiting such advertising, Inter Milan entered the Johan Cruijff ArenA in their regular kit displaying Betsson branding. The kit sponsor has not been active in the Netherlands since the online gambling market opened and failed to secure a license from the KSA. This means the company’s services are not legally available to Dutch players.

KNVB Consulted Ksa Prior to Kickoff

Ahead of the match, the Royal Dutch Football Association (KNVB) sought clarification from the KSA regarding whether Inter Milan could take the field wearing the logo of an unlicensed gambling operator. According to KSA spokesperson Marloes Derks, the regulator confirmed that such promotion was not allowed, as it effectively endorses illegal activities under Dutch law.

Nevertheless, Inter Milan proceeded with the match, which ended in a 2-0 victory for Ajax, wearing their Betsson-sponsored kit. This decision left the regulator deeply displeased and considering further action. 

Recent Success in Preventing Similar Promotions

The controversy follows a recent example of regulatory enforcement by the KSA. In August, the authority prevented the display of the Stake.com logo at the Formula 1 Dutch Grand Prix in Zandvoort. The year prior, the logo of the crypto casino was prominently visible, but this time organisers were instructed that the sponsorship would breach gambling legislation.

Instead, the logo of Kick, a streaming platform associated with Stake, was displayed. Kick is known for hosting casino streamers, but it was allowed since the platform itself does not operate as an online gambling provider.

Launch of Awareness Campaign

Coinciding with the start of the Champions League season, the KSA launched its latest public awareness initiative called “Betjes Buitenspel.” The campaign educates young people about the risks of sports betting, emphasising that football is exciting enough, even without bets.

To maximise visibility, moving billboards promoting the campaign were positioned around the Johan Cruijff ArenA during the Ajax versus Inter Milan fixture. The regulator hopes this campaign will discourage underage and vulnerable audiences from engaging in gambling.

With tensions rising between regulators and international clubs, the situation underscores the difficulties national authorities face in enforcing gambling laws when foreign teams bring sponsors from jurisdictions without similar restrictions.