Former Chelsea star Eden Hazard's recent commercial partnership with the online gambling platform, Stake, has attracted attention from Belgian gambling regulators. This development raises new questions about the application of national advertising laws in today’s global social media age. While celebrity endorsements are commonplace in the betting industry, they can become complex when viewed through the lens of specific national laws such as those in Belgium. Hazard announced his role as a global ambassador for Stake via a promotional video shared with his 27 million Instagram followers.
The Belgian Gaming Commission, responsible for overseeing gambling regulation within the country, has taken note of this situation. Authorities have indicated their intention to investigate whether promotional content linked to Hazard’s partnership could be construed as advertising targeting Belgian audiences.
Over recent years, Belgium has tightened its stance on gambling promotion. Strict limits have been placed on advertising and particularly on promotions associated with operators that do not hold a domestic license. As per these rules, even social media activity can come under scrutiny if regulators believe it is reaching or targeting Belgian consumers. If it is determined that this campaign crosses that line, Hazard may be formally instructed to end his association with Stake. Ignoring such an instruction could potentially lead to further action.
Status of Stake under Belgian law
Part of this issue lies in the status of Stake itself within Belgium's legal framework. Currently lacking a license to operate within Belgium's borders, Stake features on the country’s blacklist of gambling websites.
In 2021 alone, around twenty additional operators offering services without required authorization were added by regulators onto this blacklist. Sites listed are considered illegal within the local market and authorities strive to limit their visibility and reach among local players - hence why promotional activities linked to blacklisted operators are treated seriously. Hazard is not alone in his association with Stake. Other football figures such as Iker Casillas, Sergio Agüero, and Patrice Evra have also signed ambassador roles with the platform.
These partnerships have become increasingly common in recent years. Betting companies often collaborate with retired players who still command global fanbases, allowing brands to tap into football audiences worldwide. However, this strategy also creates legal grey areas. A campaign designed for a worldwide audience can easily reach countries where gambling promotion rules are far stricter - a situation that Eden Hazard's partnership has brought into sharp focus.
