Sponsored by


were created at an average of 1,031 per day – 31 per cent more compared to the day before the competition. Te daily average total online bets rose from €6.5m before the competition to €8.6m during the tournament. Belgian clubs have been cir- cumnavigating the new law and adding the words ‘Daily’ or ‘News’ to their logo. Two of the biggest clubs - Club Brugge and Standard Liege for example - now have U-Experts and ‘Circus Daily’ on their shirts respectively. Brugge has a deal with Unibet, and the U-Expert is a sports


news app developed by the company and essentially a gateway to its betting site. Similarly, Circus Daily does the same. Te Belgian First Division A-side Club Brugge signed its shirt sponsorship with Unibet (Kindred) in 2019 after a successful sleeve sponsorship the season before. An investigation has been opened into this loophole and the Commission has issued direct warnings to the clubs who could face heavy fines, suspensions or even licence revocation. Te National Lottery is exempt from the advertising restrictions and also age restrictions and is the largest single gambling advertiser, accounting for around 40 per cent of the share. Te lottery pays a monopoly interest to the government, and


when the government called for a higher interest rate, the lottery claimed these were impractical as long as private operators could continue to market their services. It said it had been “undermined” by the large number of private operators subject to less strict rules Te lottery company was founded in 1934 and was set up as the Colonial Lottery to raise funds for the then Belgian colony of Congo. In 1962, it became the National Lottery with profits used for rural communities in developing countries and public utility purposes. It comes under the supervision of the government via the Ministry of Finance and the Ministry of the Budget. Te lottery offers games via three main pillars – Lotto, Euro- Millions and scratchcards. In 2024, the lottery saw a total turnover of €1.55m (compared to €1.48bn in 2023) divided fairly equally among the three. Around 75 per cent of sales come from the physical network, although the lottery lost 824 points of sale in 2023 after Bpost’s decision to discontinue sales of the lottery products. Te decline has not been offset by the digital market, which has been fairly stagnant for the last few years. Digital sales account for 24 per cent of revenue (€362.1m). Te lottery has 1.8 million unique player accounts.


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