The Italian government is considering lifting its six-year ban on betting sponsorship and advertising in football, a move that could provide much-needed financial relief to Serie A clubs.
The restriction, introduced on January 1, 2019, under the Dignity Decree, prohibits gambling companies from sponsoring teams or advertising within stadiums, limiting revenue opportunities for clubs.
Last week, the Senate Culture Committee discussed the “Prospects for the Reform of Italian Football” act but delayed a final decision. However, reports indicate that approval could come this week.
A key aspect of the proposed reform would allow licensed gaming operators to advertise through stadium banners and billboards, as well as sponsor sporting events. Additionally, 1% of sponsorship revenue would be allocated to stadium renovations, youth and women’s football, and responsible gambling initiatives.
Calls to overturn the ban have persisted for years, with many Serie A and Serie B clubs arguing that it has harmed their financial sustainability. European Betting & Gaming Association (EGBA) Secretary General Maarten Haijer has also criticized the restriction, stating that it has fueled black market gambling. Without advertising, he argues, consumers struggle to differentiate between licensed operators, who follow consumer protection rules, and unregulated sites.
Critics also contend that the ban has failed to curb gambling addiction, as some companies have bypassed restrictions by promoting “infotainment” brands. For example, Betsson secured a front-of-shirt sponsorship deal with Inter Milan last year through its Betsson.Sport infotainment brand, highlighting how clubs have worked around the rules.
With growing pressure from clubs and industry stakeholders, the government is expected to make a decision soon. If the ban is lifted, it could mark a significant shift for Italian football, offering clubs a vital revenue stream while also reinforcing responsible gambling measures.
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