In November 2025, the Kansspelautoriteit (KSA), the Dutch gambling regulator, in collaboration with the professional football club Roda JC Kerkrade, has launched an in-depth study to examine young adults’ attitudes and behaviors regarding sports betting in the region of Parkstad Limburg. The initiative aims to gather comprehensive data on how young individuals in this region, and potentially across the Netherlands, engage with sports betting, focusing on frequency, expenditure, perceptions, and prevalent misconceptions.
This study marks a significant step as Roda JC stands out as the only professional football club in the Netherlands that has deliberately opted out of sponsorship agreements with sports betting companies. The club maintains that such partnerships conflict with their social values and commitment to serving the local community positively. The collaboration with KSA is seen as a natural alignment of objectives, with both entities striving to mitigate the normalization of sports betting among young adults, a demographic increasingly targeted by the gambling industry.
The research, which will run through November and December 2025, is expected to yield results by early 2026. These findings will form the basis for subsequent initiatives aimed at raising awareness and reducing the normalization of sports betting. By highlighting the social pressures that appear to push young adults towards sports betting, the study intends to spark conversations and create impactful interventions. “There seems to be a societal push towards participating in sports betting as it is a prevalent topic of discussion,” noted the general sentiment, reflecting a growing concern over the pervasive nature of betting culture.
Jordens Peters, general manager of Roda JC, expressed the club’s dedication to social responsibility, emphasizing the importance of the collaboration with KSA. “This awareness campaign is crucial. We want to play a pivotal role in denormalizing sports betting, and working alongside the Netherlands Gambling Authority is a step in the right direction. The insights gained from this research are invaluable for crafting activities that truly resonate with our community,” he said, underscoring Roda JC’s commitment to being a socially responsible entity.
The KSA has emphasized the strategic importance of this partnership, considering Roda JC’s influence in Parkstad and the potential for expanding the study’s insights at a national level. Michel Groothuizen, chairman of the KSA, highlighted the critical nature of the research in developing effective regulatory measures. “Understanding how young adults interact with sports betting – their perceptions and their actions – is essential for devising effective strategies. Partnering with Roda JC, a credible and respected club, greatly enhances the study’s potential impact,” he remarked.
In a broader context, this initiative comes at a time when the gambling industry is under increased scrutiny worldwide due to its rapid growth and evolving dynamics. The rise of digital platforms has made sports betting more accessible, raising concerns about the potential for problem gambling among youths. By shedding light on the specific behaviors and attitudes of young Dutch adults, the KSA and Roda JC aim to inform policy and public discourse, fostering a healthier approach to gambling.
However, not everyone agrees with the approach of focusing on awareness and denormalization as the primary strategy. Critics argue that stricter regulations and enforcement should accompany educational campaigns to effectively curb the influence of the gambling industry. They point to the success of similar strategies in other countries, where tighter restrictions on advertising and sponsorship have led to a noticeable decline in youth participation in sports betting.
In support of this perspective, Michel Groothuizen recently advocated for a global regulatory body akin to an “Interpol of Gaming” to tackle the challenges posed by unregulated and illegal gambling operations. Speaking at the IAGR 2025 Conference in Toronto, Groothuizen highlighted the need for international cooperation among regulators to effectively address cross-border gambling issues. He acknowledged that domestic efforts have not yielded the desired results and stressed the importance of information exchange in enhancing enforcement actions against illegal entities.
As the debate continues, the KSA and Roda JC’s study stands as a proactive measure to understand and address the intricacies of youth engagement with sports betting. By focusing on both awareness and the potential for regulatory reform, the initiative seeks to chart a course towards a more responsible gambling environment in the Netherlands. The outcomes of this study may well influence future policy directions, not just domestically but also in international discussions on gambling regulation.
With the results of the study anticipated in early 2026, stakeholders across the gambling and sports industries, as well as policymakers, will be keenly watching the findings. The collaboration between KSA and Roda JC presents a unique model of partnership between regulators and sports organizations, potentially paving the way for similar initiatives globally. As discussions around gambling continue to evolve, initiatives like these are pivotal in shaping a balanced and informed approach to managing the societal impacts of sports betting.
