Italy Set to Lift Betting Sponsorship Ban in Football

The Italian Senate is set to review the 2018 Dignity Decree, which has banned gambling sponsorships in sports since 2019. This proposed revision could mark a major shift for Italian football, particularly Serie A, Serie B, and Serie C clubs, by reintroducing betting partnerships that were once a major source of revenue.

Senate Review and Industry Response

The Senate Culture Committee is expected to discuss modifications to the Dignity Decree, which originally prohibited direct and indirect gambling advertising across all media, including sports events, television, online platforms, and print. The law was introduced as a measure to combat gambling addiction but has been widely criticized for its financial impact on football clubs.

Over the past six years, the ban has cost Serie A clubs an estimated €100 million annually, affecting their ability to compete financially with other European leagues. The Italian Football Federation (FIGC) and Lega Serie A have lobbied heavily for the ban’s removal, arguing that the law has disadvantaged Italian clubs compared to their international counterparts.

If the revision is approved, clubs will be allowed to display betting company logos on team jerseys, sleeves, and pitchside advertising boards. However, only operators licensed by Italy’s Customs and Monopoly Agency (ADM) will be permitted to engage in sponsorship deals.

Economic Impact and Revenue Allocation

Lifting the ban could significantly boost Italian football’s financial health, allowing clubs to secure lucrative sponsorship agreements with betting firms. Given the rising profitability of Italy’s online gambling sector, which reached a gross gaming revenue (GGR) of €5 billion in 2024—an 11% year-on-year increase—experts anticipate strong interest from gaming companies looking to partner with football clubs.

Additionally, a 1.1% tax on sports betting revenue is proposed to be allocated toward:

• New stadium construction and the modernization of existing venues, supporting Italy’s role as a UEFA Euro 2032 co-host.
• Grassroots football development, including youth academies and women’s soccer programs.
• Social and training initiatives aimed at responsible gambling education.

Criticism and Regulatory Challenges

Despite widespread support from football stakeholders, the proposal faces opposition from consumer protection advocates who argue that gambling sponsorships could increase problem gambling risks. Italy’s Director General of ADM, Roberto Alesse, has called the Dignity Decree “hypocritical regulation”, arguing that a complete ban contradicts the principles of a free-market economy.

The government’s move aligns with broader efforts to modernize Italy’s gambling laws. The Reorganization of Gambling Decree is already under review, though it initially excluded sponsorship discussions. However, the strong backing from FIGC, CONI (Italian National Olympic Committee), and Serie A suggests that a policy shift is imminent.

A Turning Point for Italian Football

If implemented, the reform would restore a vital revenue stream for clubs, making them more competitive financially while also supporting Italy’s long-term sports infrastructure projects. As the Senate Culture Committee prepares to make its announcement, the Italian football and betting industries await what could be a defining moment for the country’s sports economy.

Source:

Calcio and Politics to negotiate Italy’s new gambling sponsorship laws, SBCNEWS, February 26, 2025.