Kansspelcommissie (KSC), the Belgian Gambling Commission, has reportedly opened an investigation into one of its greatest-ever footballers in Eden Hazard after he became a global brand ambassador for Stake.
The former Chelsea and Real Madrid winger signed a partnership with the Easygo-owned business last week, which initially raised eyebrows as Stake is not licensed in Belgium.
The KSC is set to keep a close eye on how the deal unfolds, as advertising illegal gambling services to people in Belgium is banned.
If the advertising campaign is deemed to be targeting a Belgian audience, Hazard could face legal prosecution, including an administrative fine which could potentially be as much as €700,000 (£605,000)
“We are going to investigate to what extent that advertising is targeted at people in Belgium, because that is of course prohibited,” Stefaan Savenberg, a KSC spokesperson, confirmed to Belgian news outlet VTM NIEUWS.
“Mr Hazard has many Belgian followers on his Instagram page. Therefore, an investigation will have to determine whether the intention is to encourage Belgians to play on that illegal website.
“First of all, we will try to make him aware with a warning to ensure that any potential infringement stops. Should that not work, we will likely initiate a sanctions procedure that could potentially result in an administrative fine.”
Hazard follows Premier League footsteps
Hazard is not the first ex-Premier League champion to land a sponsorship deal with Stake, with other icons of the league, such as Sergio Aguero and Patrice Evra, also partnering with the firm.
Its branding also features prominently in English top-flight matches on a weekly basis as the front-of-shirt sponsor of Premier League ever-present Everton FC.
This could also potentially be in jeopardy, as the Department of Culture, Media and Sport (DCMS) in the UK conducts a consultation on banning unlicensed betting sponsorships in sports.
Stake has been in the public eye fairly regularly in recent years, and not always for the right reasons. The operator lost its UK licence in 2025 after its logo became a key feature of many viral social media posts on platforms such as X and Instagram.
Just last month, it expanded into Denmark but is already under pressure there as reports surfaced that it has been offering games that aren’t licensed in the local market.
With its track record, any significant marketing move was bound to be scrutinised by regulators, but it is yet to be seen whether or not the Hazard deal may have crossed another regulator’s line.