Controversy over the organization of the Mister Gay Europe pageant in Amsterdam

Controversy has erupted around the Mister Gay Europe competition, scheduled to take place on August 1st in Amsterdam. While the official social media accounts of the event have been introducing the contestants and first jury members, the Mister Gay Europe organization (MGEO) has announced it is severing all ties with YDS Events, the company of Bram Bierkens responsible for organizing the Amsterdam edition. “To our great disappointment, we had to learn through a press release just one week before the event that the 'MGE Office' was ending the collaboration,” YDS Events responded. Despite MGEO’s threat not to officially recognize the winner in Amsterdam, the event will go ahead as planned.

Mister Gay Europe was first organized in 2005 by Morten Rudå and Tore Aasheim during EuroPride in Oslo. In the years that followed, the event was held in various countries by national organizers under MGEO’s supervision. Two years ago, the competition was put on pause to be reimagined. As a result, Tim Kusters’ title was extended until August this year, and it was announced that the next election would take place in the Netherlands, with a follow-up cruise edition in 2025. Bram Bierkens, known for organizing Mister Gay Belgium, and his company YDS Events were chosen to host the Dutch edition. The grand final is scheduled for August 1st on Dam Square.

That is, until now. On Monday evening, MGEO issued a press release cutting ties with Bierkens and YDS Events, stating that the Amsterdam event would no longer be recognized as an official Mister Gay Europe competition. Consequently, the winner will not be acknowledged as Mister Gay Europe. The statement claims YDS Events failed to meet contractual obligations, did not sign the license, and refused to share information about sponsorships, financial records, or participant agreements. MGEO also criticized the exclusion of long-time human rights lawyer and jury member Coenie Kukkuk and objected to the reintroduction of the swimwear segment, reportedly included due to a sponsorship deal that MGEO was not allowed to review.

In response, Bram Bierkens denies the allegations and insists the event will proceed. He blames the communication breakdown on MGEO. “For over a year, we have poured our hearts into preparing MGE 2025 Amsterdam – with a strong program, unique locations, excellent hotel and restaurant partners, and a spectacular final show on Dam Square,” YDS Events stated. “We aimed to build more than just a pageant – we wanted to create a meaningful platform.”

To protect their work and the future of the project, YDS Events announced they had registered the “Mr. Gay Europe” trademark and logo, which had not yet been officially claimed. “For all involved in MGE 2025 Amsterdam, nothing changes,” said Bierkens. “The event will proceed as planned – with full support from MainStage Pride Amsterdam, former winners, and our growing network of partners.”