Logo of sex toy company banned from Dutch clubs
AMSTERDAM (Reuters) – Dutch top club FC Emmen will not be allowed to enter into a shirt sponsorship deal with a company that makes sex toys, the Dutch Football Association (KNVB) has said.
Emmen played their new season opener without a logo on his jersey on Sunday as they were still looking for a sponsor. After making a deal with EasyToys, they sought permission from the KNVB, but it was quickly denied.
“It is not appropriate to display sex industry sponsorship on match kits,” the association said in a statement, noting that this was a violation of their rules.
“We have to take into account that football is for young and old.”
The club said they were “surprised and upset” by the rejection, but would reconsider the situation.
“We will study the KNVB’s arguments and reflect on what happens next,” they said on their website. “In any case, we have no intention of letting down a party that wants to become the main sponsor.”
The management of the erotic online store also reacted with surprise.
“For us, the collaboration made sense,” their managing director Eric Idema told Dutch media on Thursday.
“We hoped that more positive attention to our online store would help break the taboo that still surrounds our industry. The fact that eroticism and sexuality are still uncomfortable topics for many is evident in the KNVB decision.
EasyToys have a more modest sponsorship deal with another Eredivisie club, FC Groningen, displaying their name on notice boards in their stadium.
According to the KNVB, an authorization is not required for the content of billboards on the sidelines, but it is required for advertising on the shirts.
Written by Mark Gleeson in Cape Town; Editing by Peter Rutherford