A new bill introduced in Argentina’s Buenos Aires Province seeks to prohibit betting advertising and sponsorships across football clubs, stadiums and community sports environments, adding further pressure on gambling marketing in sport.
The submitted proposal focuses on restricting the presence of operators in spaces frequented by children, teenagers and families. Under the draft legislation, betting brands would be banned from appearing on club kits, sports venue signage and naming rights agreements linked to facilities located within a 100-meter radius of sporting and community environments.
The measure would apply to professional and amateur football stadiums, municipal sports centers and other athletic venues across Buenos Aires Province.
“The objective is not to prohibit the gambling industry or advertising in general terms, but to protect a specific and especially sensitive space: the community sports environment,” stated the Senator.
According to the Senator, betting sponsorships in football and sports settings contribute to the normalization of gambling among young audiences, particularly as betting operators continue expanding visibility through shirt sponsorships and tournament naming rights.
Several clubs in Argentina’s top football division currently feature betting companies as main sponsors, including Boca Juniors and River Plate, while the country’s 2024 top-flight competition was commercially branded as the “Torneo Betano.”
If approved, enforcement would fall under the Buenos Aires Province Subsecretariat of Sports, working alongside consumer protection authorities and child welfare agencies.
Municipal governments would oversee inspections, while the Provincial Institute of Lottery and Casinos would provide technical support.
The debate mirrors regulatory trends already seen in several European jurisdictions, including Spain, Italy, Belgium and the Netherlands, where restrictions on betting sponsorships in sport have intensified in recent years.
Authorities would also be allowed to suspend or revoke advertising-related licences linked to betting operators
