Anderlecht didn’t have to look far to find their new main jersey sponsor. This will be Napoleon Games, a sports betting company well established in our country. The brand was already a partner of the RSCA since last summer. Its logo was affixed to the players’ sleeves.
They will now wear the logo bearing the image of the French emperor on their chest as main sponsor. Surprising thing: Napoleon Games will only be main jersey sponsors for the first part of the season. From January 1, 2025, it will pass on the back of the team which will be able to negotiate with another partner.
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The reason is a change in the law. From 2025, no advertising can be done for games of chance on television or radio. This royal decree also prohibits all advertising in football stadiums. For jersey sponsorship, a tolerance is logically granted until December 31, 2027. The reasons which pushed Anderlecht to already be in line with the regulations without fully taking advantage of the latency period are unclear. Other clubs sponsored by betting companies could do the same according to our information.
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Anderlecht breaks with its history by partnering with a sports betting brand. In the past, the RSCA has worked with sponsors from the banking sector for more than 40 years: Générale de Banque (between 1981 and 2000), its successor Banque Fortis and BNP Paribas Fortis (between 2000 and 2020) and its competitor Belfius via DVV and Candriam (between 2020 and 2024). Further back in history, between 1973 and 1981, it was the Belle-Vue brewery which adorned the RSCA jacket.
