Belgian clubs continue gambling-shirt sponsorships through alternate brands
Belgian football clubs continued displaying gambling-related sponsor brands on shirts after restrictions on gambling sponsorship took effect, using names linked to gambling companies. OH Leuven switched from One.com to Starsport TV and later displayed Star Casino TV; the club’s commercial director said the betting partnership paid more. A sports-management professor said the shirt sponsorship breached the rules, while the Jupiler Pro League said such arrangements did not violate them.
The differing views on whether alternate gambling brands breach the rules affect sponsorship compliance for clubs and gambling companies.