RSC Anderlecht will start the upcoming season with Napoleon Sports & Casino on the front of the shirt, according to Het Nieuwsblad. This sports betting company will replace Candriam and DVV as the main sponsors. However, this sponsorship deal with Napoleon Sports & Casino will only be temporary for Anderlecht, as regulations are set to become stricter. Starting from January 1, 2025, Napoleon Sports & Casino is expected to move to the back of the jerseys.
Anderlecht wasted no time in finding a new main sponsor in Napoleon Sports & Casino. Banking institution Candriam and DVV from the Belfius Group are no longer featured on the purple and white jerseys. The contract with the former main sponsor had expired.
The renewed agreement between Anderlecht and Napoleon Sports & Casino is quite noteworthy. The sponsor was on the sleeves of the Anderlecht jerseys last season. The Belgian government is planning to ban all gambling advertising in the near future. Currently, it is prohibited to advertise gambling companies on TV and radio. Starting from January 1, sports sponsorship by gambling companies will be further restricted. This means no more posters or banners referring to gambling companies will be allowed in stadiums. As for shirt sponsorship, there is a transition period until January 1, 2028.
On January 1, 2025, there will be stricter rules for gambling advertising on jerseys. The ads cannot be displayed on the front of the jersey and must not exceed 75 square centimeters in size. Additionally, slogans will not be allowed.
In conclusion, Anderlecht’s new partnership with Napoleon Sports & Casino comes at a time when regulations on gambling advertising are becoming more stringent in Belgium. The club is adapting to these changes by positioning their main sponsor according to the new guidelines set by the government. It will be interesting to see how other clubs and sponsors in the football industry will respond to these evolving regulations in the coming years.