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RSCA Strengthens Partnership with Napoleon Sports & Casino

In a significant development for both RSC Anderlecht (RSCA) and Napoleon Sports & Casino, the partnership between the two has been strengthened and extended. This collaboration, which began last summer, will now run until the summer of 2027, marking a new chapter in their shared journey.

A Deepened Commitment to Entertainment and Sport

Napoleon Sports & Casino has been a key partner of RSCA, making its presence felt on the shirt sleeves and within the stadium. This partnership has already facilitated several investments in enhancing stadium experiences, reflecting the mutual passion for entertainment, sport, and the dedicated supporters that both RSCA and Napoleon share.

Enhanced Visibility for Napoleon Sports & Casino

With this renewed agreement, Napoleon Sports & Casino will enjoy even greater visibility. Previously positioned on the shirt sleeves, the brand will now take a more prominent place on the front of RSCA’s shirts until the end of the year. From 2025 onwards, Napoleon will shift to the back of the shirts, ensuring continued visibility in compliance with upcoming regulatory changes.

The New Jerseys for the '24-'25 Season

As part of the strengthened partnership, Napoleon Sports & Casino will feature on the new home and away shirts for the 2024-2025 season. The new designs, set to be unveiled in the first week of July, will showcase the iconic purple home shirt proudly bearing the Napoleon logo.

Navigating Regulatory Challenges

The decision to place Napoleon on the front of the shirts is particularly noteworthy given the impending regulatory changes in Belgium. The Belgian government is moving towards a ban on all gambling advertising, with progressive restrictions already in place. Currently, TV and radio advertisements for gambling are prohibited, and starting from January 1, 2025, stadium banners and posters referring to gambling companies will also be banned.

However, there is a transition period for shirt advertising that extends until January 1, 2028. During this period, strict conditions will apply: advertisements must not exceed 75 square centimeters and cannot include slogans. Consequently, from January 2025, Napoleon Sports & Casino will transition to the back of the RSCA jerseys, complying with the new regulations. This shift will open up space on the front of the jerseys, presenting an opportunity for RSCA to attract a new sponsor.

Financial Impact on Football Clubs

The Belgian government’s decision to tighten restrictions on gambling advertising is driven by a noble goal – combating gambling addiction. Nevertheless, this move will have a substantial financial impact on football clubs. RSCA, like many other clubs, relies on sponsorship from betting companies. Club Brugge, for example, is sponsored by Unibet, and Cercle Brugge has Napoleon as their main sponsor. These clubs will also need to adapt, relocating their sponsors' logos to the back of their shirts and finding new ways to secure financial support.

The Road Ahead

As RSCA navigates these regulatory challenges, the enhanced partnership with Napoleon Sports & Casino signifies a strong commitment to adapt and thrive. The collaboration not only underscores a shared passion for sport and entertainment but also highlights the resilience and strategic planning required to sustain and grow in the evolving landscape of sports sponsorship.

Sources: RSC Anderlecht, Het Nieuwsblad