Potential risks

During the World Cup and other major sporting events, people in the Netherlands are more likely to place bets on sports. These events have a strong appeal to young adults. Because this target group is also more likely to see sports betting as something other than gambling, the Dutch Gambling Authority has once again launched a campaign this summer to raise awareness of the potential risks.

Kamp Seedorf

To kick off the campaign, street art collective Kamp Seedorf created a mural in Amsterdam paying tribute to former Dutch international Glenn Helder. Glenn played for the Dutch national team and has spoken openly for years about his past gambling problems. Through his story, he wants to show young people that betting can start small, but can have serious consequences.

Glenn Helder

The mural is both a tribute to Glenn as a footballer and a reflection of his battle with gambling addiction. In doing so, he becomes the face of a campaign designed to connect with young people in an environment where temptation is high: football, friends, excitement and the World Cup.

Michel Groothuizen, chair of the Kansspelautoriteit, explained, “During major football tournaments, the temptation to place sports bets increases. Young adults in particular are sensitive to excitement, peer pressure and overestimating their chances of winning. With this campaign, we do not want to lecture them, but to show them what the risks are and help them make conscious choices.”

Football culture

Influencer and footballer Noah Zeeuw interviewed Glenn Helder at the mural. Their conversation covers both Glenn's football career, including his time with the Dutch national team, and his past gambling problems. Following this campaign kick-off, Noah Zeeuw will create several pieces of content during the World Cup, which he will share through his own social channels. In these, he will further explore the risks of placing small bets, using personal stories and recognisable situations from football culture.

Glenn Helder, former professional footballer and Dutch international said, “Football should be something you enjoy. With betting, you can lose much more than money. I know what it is like to lose yourself, and I also know how important it is to find yourself again. That is why I say to young people: don’t lose yourself to betting.”

Campaign

The campaign will also be supported by additional social and digital assets that drive the target audience to www.LaatJeNietZoekSpelen.nl. On the website, visitors can test their knowledge of the risks of betting and discover how quickly a small bet can affect money, emotions and behaviour.

Noah Zeeuw, influencer commented, “Young people may see betting as something small, or as something that is simply part of football. But that is exactly why it is important to open up the conversation and talk about the risks. Not by pointing fingers, but through real stories and recognisable situations.”

The campaign will run in the lead-up to and during the FIFA World Cup 2026, and will be distributed across social media, including Instagram, Snapchat and YouTube. All campaign assets direct people to www.LaatJeNietZoekSpelen.nl.

​Dennis van Aalst, strategy lead at FCB Amsterdam stated, “To make young adults aware of the risks of betting, you need to be right in the middle of their world: in football culture, on their channels and with voices they trust. Together with Kamp Seedorf, Glenn Helder and Noah Zeeuw, we make those risks recognisable, discussable and personal.”

Source: LBBOnline