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The proposal does not explicitly prohibit the display of betting brands on team jerseys, but some city councillors want to include this in the bill.
Clubs fear the measure will jeopardise revenue from betting company sponsorships. Corinthians (Esportes da Sorte), Palmeiras (Sportingbet), and São Paulo (Superbet) alone hold contracts worth BRL350 million annually with betting firms.
One concern is the measure might force clubs to host matches outside the city to maintain their advertising agreements.
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Beyond raising the age limit to 21, Van Dijk called for a complete reversal of the Netherlands’ 2021 online gambling legalisation, which helped establish a reasonably mature legal gambling market for the sector, until tighter restrictions for players, and increased taxes, struck licensed operators in recent years.
Van Dijk also voiced his opinion that all gambling advertising should be banned, including for lotteries and land-based casinos.
He also questioned the government’s involvement with the state-owned entities Holland Casino and Nederlandse Loterij, especially in its assessment on how to limit gambling harms.
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Sahil Patel, founder of competitive intelligence provider Aldrin AI, said those relationships help explain Kalshi’s position.
“A lot of market makers want to go where there’s liquidity,” he said, adding that platform stability and Kalshi’s investment in the financial side of its market-maker relationships were also important. “I think Kalshi is a freight train that’s just kind of running away with it.”
Aldrin monitors product changes, advertising, social media activity, app-store rankings and trading volume across prediction market operators. Patel said the objective is to connect those indicators and show how a product launch supported by advertising affects volume and market share.
