The Belgian Gaming Commission is investigating the partnership between Stake and the retired footballer Eden Hazard.
Stefaan Savenberg, spokesperson for Kansspelcommissie (KSC), confirmed to Flemish news programme VTM NIEUWS that Hazard’s partnership with the gambling operator will be scrutinised to make sure no advertising is being targeted towards people in Belgium.
Gambling advertising is illegal in Belgium. Hazard could face an administrative fine if a violation is discovered through the KSC investigation.
Savenberg said: “We are going to investigate to what extent that advertising is targeted at people in Belgium, because that is of course prohibited.
“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.”
The partnership between Hazard and Stake was announced on the footballer’s social media channels last week. His bio on his social media accounts mentions he is a Stake ambassador and that the operator’s platform is unavailable in Spain and Belgium.
Savenberg continued: “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.”
Announcing the sponsorship on its website, Stake stated that Hazard would be playing “an integral role in fan engagement and awareness campaigns throughout the 2026 football season”.
The operator also made reference to Hazard’s significant reach on social media platforms, with approximately 27 million followers on Instagram, approximately 6.3 million followers on X, 21 million followers on Facebook and 3.75 million followers on the Chinese platform Weibo.
Stake mentioned: “His worldwide appeal and deep connection with fans across Europe, Asia and beyond make him the perfect addition to our ambassadorial roster as Stake Sportsbook continues to be the home of world class football betting and entertainment.”
Hazard said on the partnership: “Football has given me so many incredible memories, from lifting Domestic and European trophies, to representing my country as captain, and making many friends along the way.
“Now, in this next chapter, I can’t wait to engage with fans in new and meaningful ways, sharing insights, excitement, and the pure joy of football together with Stake.”