The Italian government is preparing to remove the ban on football betting sponsorships, signaling massive financial boost opportunities for Serie A clubs.
Since January 2019, gambling companies have not been allowed to sponsor football teams or advertise in stadiums due to the “Dignity Decree.” This seriously affected the revenue stream, putting Italian clubs at a disadvantage compared to European rivals.
For years, Serie A officials have pushed to reverse the ban, arguing that clubs are losing out on hundreds of millions in sponsorship deals. Moreover, some teams even found workarounds like Inter Milan. The club partnered with Betsson Sport under an “infotainment” deal that promoted betting-related content without directly advertising gambling.
Now, talks between Serie A President Ezio Simonelli and Italy’s Minister of Sport Andrea Abodi are moving forward, and a final decision could come soon. The Senate Culture Committee is reviewing the matter, and a key proposal includes a “1% betting allocation” system. This means that part of gambling revenue would serve as an investment to improve stadiums, youth programs, and women’s football.
Removing the ban could change everything in the industry. Earlier, Serie A estimated that clubs had lost almost €700 million ($728 million) since the ban debut. If reversed, teams could strike major new sponsorship deals, strengthening their financial position.
FAQs
Is betting legal in Italy?
Betting in Italy is legal and controlled by the Agenzia delle Dogane e dei Monopoli (ADM).
What is the legal betting age in Italy?
The legal betting age in Italy is 18.
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