Due to the new online gambling 카지노사이트 law, bookmakers can apply for a license in the Netherlands on 1 April 2021. After obtaining a license, international parties may from now on also offer sports betting in the Netherlands. The application is checked very carefully by the gambling authorities and many conditions must be met, such as the degree of fair play but also the prevention of gambling addiction. If everything goes as planned, the first bookmakers will be allowed to enter the Dutch market from 1 October this year.
To date, TOTO has a monopoly on sports betting in the Netherlands. This monopoly was created in 1964 with a law that allowed TOTO to provide offline betting. In the meantime, of course, online sports betting has also become a household name, but the law of 1964 has not yet included online sports betting. As a result, only TOTO was allowed to make the same offer online as they already did offline in the store. TOTO was already allowed to use marketing and sponsorship in the Netherlands, while this was prohibited for other bookmakers. TOTO has made great financial progress in the past year. In the middle of the corona crisis, the company that is part of the Dutch Lottery has entered into a partnership with ten clubs from the Eredivisie, which means that it will be on the sleeve of the shirt with these clubs for three years (with an option for another two years). ). The clubs need money quickly because of the corona, so a sponsorship with TOTO was a nice solution. Other clubs would rather wait until more providers enter the market, which means that these clubs may receive higher amounts than the clubs that have already signed with TOTO.
For years, international parties such as Unibet and BWIN have operated in a gray area. The international bookmakers did not have a license in the Netherlands and could not apply for one either. Simply because the law in the Netherlands was not made for that. After years of postponement and political discussions, that possibility is finally there and the gambling law has been renewed. As a result, turnover in the Dutch gambling market is expected to double in the coming years. Every sport will come into contact with bookmakers and the gambling law in the coming years, but for bookmakers, football is by far the most important and interesting sport. On average, 70% of the turnover of Dutch bookmakers is generated on football. Only when the sponsorship opportunities within football have been covered will bookmakers shift their attention to other sports. The gambling law will create two new revenue models for clubs: deals such as between Holland Casino and the Eredivisie/ESPN of eight million euros, of which the clubs will see a small percentage, but even more interesting are the direct deals between the bookmakers and clubs. Ten clubs already have a sponsorship deal with TOTO, the other clubs have been waiting for the new bookmakers. But behind the scenes, the musical chairs for the other eight Eredivisie clubs and Keuken Kampioen Divisie clubs already seem as good as completed. Most clubs now have a contract with a bookmaker ready and only waiting for a signature.
Each club currently has a main sponsor and several sponsor partners, such as a beer sponsor and car supplier. So in all likelihood, at least one betting partner will be added to each club. The clubs will receive a significant financial boost in this difficult time. Bookmakers can roughly choose from two partnership variants. The exposure deal: parties with a large marketing budget will probably go for this. In addition, there are also parties that really want to use the partnership to activate and, for example, send the database a weekly email with a bonus or something like that. Small parties with less budget will choose the second option more quickly since they still have to win over players and the large parties in the Netherlands will focus more on association and exposure.
Clubs are now in dire need of money, which means that there is a chance that clubs will choose purely for the money. Let’s not hope that there is an overkill of offers and advertisements (from bookmakers) at every club and it starts to look like a funfair. Hopefully, the bookmakers themselves will also handle it wisely and choose the right partnership. It would be smart if the bookmakers also contribute to social projects such as combating and reducing gambling addiction. By taking their responsibility, the online gambling providers ensure that they are not called back by the government in two years’ time. In some European countries, this has already happened and partnerships between bookmakers and football clubs are no longer allowed.
Interesting events and developments await in the betting field in the coming years. Taboos can be broken. A chance at many new (main) sponsors and the extra money that will become available in the Dutch sports world, as a result, can have positive consequences. Whether the new gambling law will be a success story is entirely up to the parties themselves. So hopefully sensible decisions will be made and the long term will not be lost sight of.