Italy Set to Lift Gambling Sponsorship Ban in Sports

Italy’s Senate is set to reconsider the 2018 Dignity Decree, which banned gambling sponsorships in sports, with the potential for modification or repeal. 

Sports Minister Andrea Abodi is leading discussions to develop a new sponsorship framework that will be presented to the Senate’s Culture Committee.

The 7th Commission Wants Immediate Ban Suspension

The move is backed by the 7th Senate Commission, which argues that the restrictions have harmed Italy’s regulated gambling market and placed financial strain on professional sports.

The Commission has called for the immediate suspension of the ban to allow for the introduction of a revised sponsorship model. 

This new proposal includes a stipulation that 1% of betting revenue be allocated to improving football stadiums, supporting women’s soccer, and enhancing youth development programs.

The Decree, a “Hypocritical Regulation”

Italy’s Customs and Monopolies Agency’s (ADM) director general, Roberto Alesse, has been a vocal critic of the Dignity Decree, calling it a “hypocritical regulation” that “cannot be applied by a liberal state.” 

His stance aligns with ongoing efforts to modernize Italy’s gambling laws under Prime Minister Giorgia Meloni’s administration.

The Dignity Decree was originally enacted in July 2018 under the Lega Nord and 5Star coalition government, spearheaded by Deputy Luigi Di Maio. 

It included Italy’s Customs and Monopolies Agency on gambling sponsorships in all Italian sports, a decision that Serie A and Serie B clubs have since contested, claiming it was imposed unconstitutionally.

In 2022, Abodi teased that the government might change its stance regarding gambling ads in soccer while considering the legalization of shirt ads that would have allowed sports leagues to sustain themselves.

A turning point emerged in 2023 when the newly formed government launched a broader review of gambling regulations, though the sponsorship ban was not initially addressed. 

Now, with the Senate Commission’s backing, a repeal appears imminent.

Clubs Found Creative Workarounds 

Prior to the ban, more than half of Italy’s top-flight football clubs had gambling sponsorships. 

When first introduced, Serie A estimated that the restriction would result in a loss of approximately €700 million ($734 million) in tax revenue over three years. 

The league also warned that the legislation would put Italian clubs at a competitive disadvantage and divert sponsorship spending to foreign teams.

Despite the ban, some clubs have found creative workarounds. Inter Milan, for instance, secured a “club-record” sponsorship deal with Betsson Sport, an operator outside the country, in July 2024. 

The agreement was branded as a “sport infotainment” partner rather than a gambling sponsor.

Last April, Betsson Sport also inked an official partnership deal with Torino FC. 

The Senate Culture Committee is expected to announce revisions to the legislation soon, potentially allowing betting brands to return to team jerseys and stadium advertising. 

However, any licensed operator participating in sponsorships must still be approved by the ADM.