In Belgium, a new regulation has been implemented that prohibits sports betting companies from sponsoring sports teams, with the exception of the national lottery, including Lotto. This regulation has already had a noticeable impact, as seen in the change of the 777 cyclo-cross team to Cyclocross Reds, and the absence of “Circus” in the names of various Intermarché-Wanty teams. The Belgian Gaming Commission has decided to grant reprieves to the affected teams, with penalties for non-compliance set to begin on January 1, 2025. The royal decree mandates the removal of sports betting brands from team jerseys by January 1, 2028.

This is not the first instance of sports betting companies and professional cycling being affected by prohibitions. In 2007, the Unibet.com team, despite holding a ProTour license, was unable to participate in prestigious races such as Paris-Roubaix, the Critérium du Dauphiné, and the Tour de France due to prohibitions on sports betting in France. The UCI is particularly vigilant on sports betting and has explicit regulations forbidding entities governed by the UCI from being involved in organizing bets on cycling competitions. It also forbids betting companies that are involved in managing a team from organizing bets on races in which their cyclists participate.

This poses a unique challenge for sports betting companies and cycling teams in Belgium, and as the regulation takes full effect in the coming years, it will be interesting to see how both industries will adapt to these changes.