Belgium investigates Eden Hazard’s Stake ambassador deal
Table of contents
- Belgium’s Kansspelcommissie has opened a formal investigation into Eden Hazard‘s ambassador role with Stake.
- Stake has held no Belgian licence since 2021 and has appeared on the country’s list of unauthorised gambling websites; advertising on its behalf to Belgian consumers is prohibited.
- If found to be targeting Belgian audiences, Hazard faces a formal notice to end the partnership and a potential administrative fine.
Belgium’s Kansspelcommissie (KSC) has launched an investigation into retired footballer Eden Hazard after the Belgian football legend signed on as global brand ambassador for online betting operator Stake, blacklisted in his home country since 2021.
The regulator is examining whether Hazard’s promotional content, shared across social media platforms with tens of millions of followers, constitutes illegal advertising directed at Belgian consumers.
Home country conflict
Stake is not licensed in Belgium, offers sports betting and casino products without domestic regulatory approval, and has appeared on the country’s list of unauthorised gambling websites since 2021.
The fact that Hazard is Belgian himself has drawn immediate attention from the KSC. His profile bio on social media now acknowledges that the platform is unavailable in both Spain and Belgium.
Hazard’s Instagram profile on 17/03/2026 @hazardeden_10
Belgium introduced a blanket ban on gambling advertising in 2023, with a complete prohibition on all gambling sponsorship and advertising set to take effect from 1 January 2028.
The operator is headquartered in Curaçao, a jurisdiction noted for limited regulatory transparency, with payments processed via a Cypriot subsidiary.
Hazard announced the partnership on 11 March 2026, sharing a promotional video across his accounts. Stake highlighted his approximately 27 million Instagram followers, 6.3 million on X, 21 million on Facebook, and 3.75 million on Weibo as central to his appeal as an ambassador.
Sanction risk rises
Stefaan Savenberg, spokesperson for the Kansspelcommissie (KSC), confirmed the investigation to Belgian news programme VTM NIEUWS.
“We are going to investigate to what extent that advertising is targeted at people in Belgium, because that is of course prohibited. Mr Hazard has many Belgian followers on his Instagram page. Therefore, an investigation will have to determine whether the intention is to encourage Belgians to play on that illegal website.”
Should the KSC find Hazard is targeting Belgian audiences, he will receive a formal notice to sever his relationship with Stake. There is risk of a potential administrative fine of up to €700,000. Savenberg added that if the formal notice is ignored, “a sanction could be considered.”
Regulators across Europe and beyond have taken an increasingly firm stance, for example, in the Nerherlands social media influencers were warned that promoting unlicensed gambling operators can lead to fines.
Finnish influencers faced fines of up to €30,000 for similar conduct, and New Zealand authorities fined promoters NZ$65,000 for backing an unlicensed casino.
Stake under pressure
The Belgian inquiry adds to a series of regulatory and legal challenges facing Stake globally. The operator ceased UK operations in early 2025 amid regulatory scrutiny, and reports have emerged of licensing questions in Denmark following its recent expansion there.
Hazard is not the first prominent former footballer linked to Stake. Sergio Agüero and Patrice Evra have both served as brand ambassadors, and Stake’s branding appears as the front-of-shirt sponsor of Everton FC in the Premier League.
Iker Casillas, a former Spain captain and World Cup-winning goalkeeper, is also a brand ambassador of the brand.
In the United Kingdom, that arrangement may itself face pressure as authorities consult on banning unlicensed betting sponsorships in sport.
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About the author
Bianca Máthe
Bianca Mathe joined the iGaming industry in 2018 and has since built extensive experience across multiple verticals, working with international gaming organizations on editorial, marketing, and media strategy. She brings a strong understanding of the regulatory, commercial, and technological forces shaping the global iGaming sector.
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