Italy reportedly moving to lift betting sponsorship ban, boosting Serie A Club revenues

The Italian government is reportedly preparing to lift its ban on betting sponsorship and advertising in football, a move that could provide a major financial boost to Serie A clubs. The ban, which has been in place since January 2019 under the Five Star Movement’s Dignity Decree, prohibited gambling companies from sponsoring teams or advertising within stadiums, significantly reducing potential revenue streams for clubs. 

The Italian Football Federation (FIGC) and Serie A leadership have long lobbied for the repeal of the ban, arguing that it has placed Italian clubs at a competitive disadvantage compared to their European counterparts.

With no ability to strike official sponsorship deals with betting firms, clubs had to seek alternative arrangements. Many teams found ways to work around the restrictions by partnering with subsidiaries of gambling companies under "infotainment" agreements.

These deals allowed clubs to feature betting-related content, such as match insights and exclusive team news, without directly promoting gambling. One notable example is Inter Milan’s partnership with Betsson Sport, a subsidiary of the Betsson Group, which has served as the club’s front-of-shirt sponsor.  

Now, discussions between Serie A President Ezio Simonelli and Italian Minister of Sport Andrea Abodi are reportedly advancing toward revising the decree. Reports from Italy indicate that a decision on modifying or fully revoking the ban could be reached soon, with the Senate Culture Committee set to review the matter.

The proposal has gained backing from the 7th Senate Commission, which supports a "1% betting allocation" system. Under this model, a portion of gambling revenue in Italy would be allocated to football clubs to fund stadium renovations, grassroots development, and women’s football programs.  

For Serie A, lifting the ban would be a game-changer. When the restrictions were first implemented in 2019, league officials estimated a potential revenue loss of €700 million ($728.75 million).

Betting companies have traditionally been among the most lucrative commercial partners for football clubs, offering sponsorship deals that often exceed those from other industries. If the ban is removed, clubs will be able to negotiate new agreements with betting firms, potentially leading to a sharp increase in revenue.  

For clubs like Inter Milan, which currently operates under a sponsorship deal with Betsson Sport’s infotainment brand, the lifting of restrictions could pave the way for a full-fledged betting sponsorship. Such an agreement would allow the Betsson Group brand to take over as the club’s primary sponsor, providing a financial uplift as Inter seeks to strengthen its financial position following a reduction of its debt to €36 million ($37.48 million) under ownership group Oaktree.