Belgian regulator examines whether the former Red Devils captain promoted an illegal gambling operator

Former Belgian football star Eden Hazard could face legal scrutiny in Belgium following his recent partnership with Stake. The platform, which has been blacklisted in the country since 2021, is considered illegal by the Belgian Gaming Commission. Authorities are now assessing whether Hazard’s promotion may have targeted Belgian consumers.

Eden Hazard Named Stake Ambassador

A high-profile partnership sparks controversy

Eden Hazard recently announced that he has become a global ambassador for Stake, an international online betting and casino platform.

In his official statement, the former Real Madrid and Chelsea FC player expressed enthusiasm about the collaboration, stating that he aims to “connect with fans in new ways and share the pure joy of football with Stake.”

However, the announcement quickly raised concerns in Belgium, where the operator is classified as illegal.

Belgian Regulator Launches Investigation

Authorities assess whether Belgian consumers were targeted

In response, the Belgian Gaming Commission confirmed it is preparing to open an investigation into the partnership.

According to spokesperson Stefaan Savenberg, the key objective is to determine whether Hazard’s communication constitutes advertising aimed at the Belgian market.

“In Belgium, advertising for gambling is strictly regulated, and promoting illegal operators is prohibited,” the regulator emphasized.

If evidence shows that Belgian audiences were targeted—directly or indirectly—Hazard could face regulatory action.

Potential Sanctions and Legal Consequences

A step-by-step procedure could lead to penalties

The CJH’s approach typically follows several steps:

  •  Analysis of Hazard’s communication (social media, campaigns, etc.) 
  •  Assessment of whether Belgian consumers were targeted 
  •  Possible formal notice requesting the end of the promotion 
If Hazard fails to comply, the case could escalate to administrative sanctions or even legal proceedings.

Stake: A Blacklisted Operator in Belgium

The platform has been banned since 2021

Stake is a globally active gambling platform but does not hold a Belgian license.

The domain stake.com has been on Belgium’s blacklist since April 21, 2021. Internet service providers in the country are required to block access to such platforms.

Under Belgian law, any form of advertising for unlicensed operators is strictly prohibited, whether through digital campaigns or partnerships with public figures.

Hazard Attempts to Limit Legal Risk

Disclaimer suggests partnership is not Belgium-focused

Aware of the legal sensitivity, Hazard appears to have taken precautions.

On his Instagram profile, he mentioned that Stake is not available in Belgium or Spain, where he currently resides. This suggests the partnership is positioned as a global campaign rather than one targeting specific restricted markets.

However, the regulator will need to assess whether such disclaimers are sufficient, especially given the borderless nature of social media exposure.

Stake’s Marketing Strategy Relies on Celebrities

Football icons and sports partnerships boost visibility

Stake has built its brand through high-profile partnerships with athletes and sports organizations.

The operator has previously collaborated with well-known football figures such as:

  • Iker Casillas
  • Sergio Agüero
  • Patrice Evra
It has also gained visibility through sports sponsorships, including partnerships with football clubs and a Formula 1 team.

A Broader Challenge for Regulators

Indirect promotion of illegal operators remains a key issue

The Hazard case highlights a recurring challenge for Belgian authorities: indirect promotion of illegal gambling platforms via global campaigns and influencers.

Even when marketing is designed for an international audience, social media makes it difficult to restrict visibility geographically.

The Belgian Gaming Commission must now determine whether this partnership represents a global branding exercise or a form of illegal advertising reaching Belgian consumers.