Italian football is on the verge of regaining a major revenue stream. The Italian government is preparing to lift the ban on gambling advertising in stadiums and media, according to La Repubblica. The restriction, in place since 2018 under the Dignity Decree, has limited clubs' ability to secure sponsorships from betting companies.
Despite the ban, some clubs have found ways around it. A notable example is Inter Milan, which partnered with LeoVegas News for its training gear sponsorship and recently signed a €30 million per year deal with Betsson until 2028.
SPORTS BETTING, the main driver of the sector in Italy Agenzia delle Dogane e dei Monopoli say.
The government’s new plan will not only reopen sponsorship opportunities for betting operators but also ensure that at least 1% of these contracts' total value goes toward stadium renovations, grassroots football, and responsible gambling programs. This move aligns with other European markets where restrictions have sparked debates over clubs’ financial sustainability.
With this reform, Italy follows the example of markets like the UK, where gambling sponsorships remain a key financial pillar in sports. The decision could also influence other countries, such as Spain, where gambling advertising has been banned since 2020.
