Italy: Sports betting back in Serie A
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27 Feb 2025 •
Reading time: 3 minutes After a six-year ban, Italy is set to lift the ban on sports betting sponsors in professional sport. This decision marks a significant turning point for Italian football clubs, particularly those in Serie A, who see this measure as an opportunity to diversify and increase their sources of revenue.
A look back at the 2019 ban
In January 2019, the Dignity Decree introduced a strict ban on all forms of advertising linked to gambling and betting, directly affecting partnerships between sports clubs and betting companies. At the time, more than half of the 20 Serie A clubs had sponsorship agreements with companies operating in this sector. The ban covered everything from sporting events and television broadcasts to online publications and billboards.
Since the ban was introduced, the Italian Football Federation (FIGC) and Lega Serie A have consistently argued in favour of lifting it. They have highlighted the negative financial impact on clubs, which are deprived of lucrative partnerships with betting companies. Their main argument is based on the need for Italian clubs to remain competitive on the European stage, where such partnerships are commonplace and make a significant contribution to team budgets.
A legislative amendment in progress
A recent parliamentary act called on the government to ‘evaluate the modification of the current ban’ on sports betting. The Senate Culture Committee is expected to announce legislative changes to this effect shortly. This change would allow betting and gambling brands to once again display their logos on shirts, sleeves and advertising hoardings at Serie A and Serie B matches.
Despite this opening, certain restrictions will remain. According to the Minister for Sport, Andrea Abodi, only betting companies with a licence issued by the Italian Customs and Monopolies Agency will be authorised to enter into sponsorship agreements with clubs. This measure is designed to strictly control the market and prevent the abuses associated with illegal operators.
An infrastructure development fund
It is planned that at least 1% of the annual revenue from sports betting and gaming will be allocated to a special fund dedicated to the construction of new stadiums or the modernisation of existing infrastructures. This initiative is part of Italy’s preparations to co-host Euro 2032 with Turkey, with a focus on improving sports facilities across the country.
Alternative solutions during the ban
During the blackout period, Italian clubs came up with creative solutions to compensate for the loss of revenue caused by the absence of betting sponsors. One of the solutions adopted was the use of virtual advertising. In partnership with specialist companies such as Interregional Sports Group (ISG), Serie A integrated virtual advertising into match broadcasts, specifically targeting international audiences where such advertising was permitted. This approach has enabled clubs to generate revenue while complying with national legislation.
Despite the restrictions, some clubs have managed to form partnerships with betting companies for specific markets. For example, Inter Milan has a four-year agreement with online betting company Betsson, featuring its ‘sports infotainment’ brand on the club’s shirts in certain regions. This strategy enabled the clubs to partially circumvent the national ban without breaking the law.
By lifting the ban, Italian clubs hope to strengthen their finances and become more competitive with the other major European leagues. However, the debate over ethical issues and the risk of gambling addiction remains. The Italian government will have to strike a balance between the economic development of football and consumer protection. Time will tell whether this decision will mark a lasting turning point for sport in Italy.
Belgium takes the opposite path
While Italy is gradually lifting restrictions on gambling sponsors, Belgium is taking a stricter approach. From 1 January 2025, Belgian football clubs will no longer be allowed to display the logos of gambling companies on their shirts or any other promotional material. This decision is aimed at reducing exposure to sports betting, particularly among young fans. Several Belgian clubs, which relied heavily on these partnerships, now have to find other sources of funding.