TLDR
- Eden Hazard signed as a global ambassador for online gambling platform Stake
- He promoted the deal to his 27 million Instagram followers via a promotional video
- The Belgian Gaming Commission is now examining whether the content targets Belgian audiences
- Stake does not hold a Belgian licence and is on the country’s blacklist of gambling websites
- Hazard could be ordered to end the partnership if regulators find the campaign violates Belgian advertising laws
Eden Hazard, the former Chelsea and Real Madrid forward, is facing regulatory attention in Belgium after announcing a new ambassador deal with online gambling platform Stake.
The retired football star shared a promotional video with his 27 million Instagram followers revealing the partnership. The post quickly drew the attention of the Belgian Gaming Commission.
Belgium’s gambling regulator has said it will look into whether the promotional content could be considered advertising aimed at Belgian consumers. The country has strict rules around gambling promotion, especially when it involves operators without a domestic licence.
Stake does not hold a licence to operate in Belgium. The platform is listed on the country’s official blacklist of gambling websites.
Belgian authorities expanded that blacklist back in 2021, adding around twenty operators that were offering services without proper authorization. Sites on the list are considered illegal in the Belgian market.
Because of this, any promotional activity linked to a blacklisted operator is taken seriously by regulators.
Belgian Gambling Laws and Social Media
Belgium has been tightening its gambling advertising rules in recent years. The regulations place strict limits on promotions, particularly those connected to unlicensed operators.
Under these rules, even social media posts can fall under scrutiny. If regulators believe content is reaching or targeting Belgian audiences, it can be treated as domestic advertising.
If the Belgian Gaming Commission decides Hazard’s campaign crosses that line, he could be formally instructed to end his relationship with Stake. Failure to comply could lead to further regulatory action.
The case raises questions about how national advertising laws apply in the age of global social media. A campaign designed for a worldwide audience can easily reach countries with stricter gambling promotion rules.
Hazard Joins Growing List of Football Ambassadors for Stake
Hazard is not the first football figure to partner with the platform. Other former players including Iker Casillas, Sergio Agüero, and Patrice Evra have also taken on ambassador roles with Stake.
Betting companies have increasingly turned to retired players who still hold large global fanbases. The strategy allows brands to reach football audiences across multiple markets at once.
However, these partnerships often create legal grey areas across different jurisdictions.
Hazard retired from professional football in 2023. During his time at Chelsea, he helped the club win multiple trophies and scored 85 goals in the Premier League. He was later inducted into the Premier League Hall of Fame.
His move to Real Madrid was less successful, with injuries limiting his appearances.
Since retiring, Hazard has kept a low profile. He has appeared mainly in charity matches and exhibition events, including the Match for Hope initiative earlier this year.
The Belgian Gaming Commission has not yet issued a formal ruling on the matter. The outcome will depend on how authorities interpret whether a global social media endorsement counts as advertising within Belgian borders.
