Italy Set to Overturn Gambling Sponsorship Ban in Football
Italy’s Senate is poised to review the 2018 Dignity Decree, which has banned gambling sponsorship in sports since 2019. The move, backed by key political and sporting institutions, could mark a major shift for Serie A and Serie B clubs, allowing them to re-engage with betting operators under a newly proposed sponsorship framework.
Senate Considers Repeal of the Dignity Decree
The Italian Senate is preparing to reassess the Dignity Decree, a regulation introduced in 2018 that imposed strict limits on gambling sponsorship in sports. The review follows concerns from the 7th Senate Commission, which has deemed the sponsorship restrictions unfeasible, citing negative impacts on Italy’s regulated gambling market and professional leagues.
Sports Minister Andrea Abodi is leading discussions on a revised sponsorship code, which will be presented to the Senate’s Culture Committee. The proposed framework includes a ‘1% betting allocation’ to support modernizing football stadiums, women’s soccer, and grassroots development.
Regulatory Challenges and Industry Pushback
The Dignity Decree has faced criticism from both regulators and industry stakeholders. Roberto Alesse, Director General of Italy’s Customs and Monopolies Agency (ADM), described the regulation as “hypocritical” and incompatible with a liberal market. Serie A and Serie B clubs have long contested the decree, arguing that its implementation bypassed legislative procedures and unfairly restricted revenue opportunities.
Prior to the ban, over half of Italy’s top-flight clubs had partnerships with gambling operators, contributing significant tax revenue. Serie A estimated that the sponsorship restrictions led to a potential loss of €700 million in tax revenue over three years and created competitive disadvantages for Italian clubs, pushing advertising budgets abroad.
Changes Expected as Senate Gathers Cross-Party Support
The Senate’s initiative to repeal the sponsorship ban has gained broad institutional backing, with football governing bodies such as FIGC, CONI, and Serie A supporting the proposal. The expected reforms would allow licensed betting operators to feature their logos on team jerseys and pitchside advertising. However, only operators licensed by the ADM would be permitted to engage in sponsorship deals.
Meanwhile, some clubs have already found ways to work around the ban. Inter Milan’s partnership with Betsson Sport, framed as a ‘sport infotainment brand’ rather than a betting sponsor, exemplifies how teams have adapted to the restrictions.
Impact on Italy’s iGaming Sector
Italy’s online gambling sector continues to grow at a rapid pace. In 2024, the market’s gross gaming revenue (GGR) reached €5 billion, reflecting an 11% year-on-year increase from €4.5 billion in 2023. This momentum underscores the increasing role of regulated gambling in Italy’s economy, reinforcing arguments against restrictive sponsorship policies.
The Senate’s Culture Committee is expected to announce its decision soon, potentially signaling a new era for Italian sports sponsorship and restoring betting partnerships to the country’s football leagues.