Italy Set to Lift Betting Sponsorship Ban in Financial Boost for Serie A Clubs
The Italian government is reportedly about to overturn its long-standing ban on sports betting sponsorship and advertising in football.
If the government implements the decision, Serie A clubs will gain a significant financial lifeline after struggling with reduced revenue streams since the Five Star Movement’s Dignity Decree introduced the restrictions in January 2019.
The betting sponsorship ban prevented gambling companies from sponsoring teams or advertising inside stadiums. As a result, Serie A clubs lost a major revenue stream, while their European counterparts continued to benefit from lucrative betting partnerships.
For years, the Italian Football Federation (FIGC) and Serie A leadership have pushed for repealing the ban, arguing that it places Italian clubs at a financial disadvantage. Without the ability to secure official sponsorships with betting companies, teams have had to explore alternative revenue sources.
Some clubs have circumvented the restrictions by signing infotainment agreements with subsidiaries of gambling firms, allowing them to feature betting-related content like match insights and team news without directly promoting gambling.
One of the most notable examples is Inter Milan’s partnership with Betsson Sport, a subsidiary of the Betsson Group, which currently serves as the club’s front-of-shirt sponsor.
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Now, discussions between Serie A President Ezio Simonelli and Italy’s Minister of Sport, Andrea Abodi, are reportedly progressing toward revising the legislation. Italian media sources report that the Senate Culture Committee will soon review the matter and could decide to modify or fully repeal the ban.
The proposal has already received support from the 7th Senate Commission, which is pushing for a “1% betting allocation” system. Under this plan, the government will allocate a percentage of gambling revenue to Italian football to fund stadium renovations, grassroots projects, and women’s football development.
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100% Welcome Bonus Up to ₦50.000Financial Implications for Serie A Clubs
If the ban is lifted, Serie A could see a major increase in revenue. When the restrictions were first enforced in 2019, league officials estimated that clubs could collectively lose up to €700 million ($728.75 million) in sponsorship revenue.
Betting companies have traditionally been among football clubs’ most lucrative commercial partners, offering sponsorship deals that often surpass those from other industries. Removing the restrictions would allow clubs to negotiate new agreements with betting firms, strengthening their financial standing and increasing overall league competitiveness.
For clubs such as Inter Milan, which currently operates under a restricted partnership with Betsson Sport, this potential policy shift could open doors to full-fledged betting sponsorships.
For instance, Betsson Group could transition from an infotainment partner to Inter’s primary sponsor, providing the club a significant financial uplift. This would be particularly beneficial to Inter Milan as the club works to stabilise its financial position, having recently reduced its debt to €36 million ($37.48 million) under its ownership group, Oaktree.
If the government moves forward with these changes, Italian clubs could once again benefit from betting-related sponsorships, improving their financial stability and ensuring a level playing field with European competitors.
