Unibet drops Euro 1 million Dutch cycling sponsorship

Industry observers are speculating that the recent decision by Unibet to drop its Euro 1 million sponsorship of the Netherlands National Cycling Association (KNWU) was prompted by the glacially slow progress of Dutch online gambling legalisation (the latest date for implementation is said to 2018, almost a decade after the government started mulling the idea)

Whatever the reason, the termination of the sponsorship agreement is reportedly by mutual consent, which makes it quick and tidy.

Unibet originally went into the sponsorship agreement in 2016, announcing its plans to play a leading role once online gambling in the Netherlands is legalised, and intent on establishing a presence in the region.

The company had to put up with irritating local legal restrictions that included a ban on displaying its logo on competition shirts, which made brand awareness difficult.

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