Serie A Teams to Be Able to Have "Real" Betting Sponsors Again
- Betting Sponsorship Ban Lifting: Italy is likely to lift its ban on betting sponsorships for Serie A football clubs, which has been in place since January 1, 2019.
- Potential Revenue Boost: Lifting the ban is expected to provide a financial windfall for Serie A teams by allowing them to establish lucrative partnerships with gambling companies.
- Proposed Revenue Allocation: The proposed revision includes a "1% betting allocation" framework to distribute gambling revenue towards stadium development, grassroots facilities, and women's football.
Serie A clubs are poised for a financial windfall as Italy's government reportedly prepares to lift its long-standing ban on betting sponsorships in football.
Serie A Set for Revenue Boost as Italy Prepares to Lift Betting Sponsorship Ban
The ban, implemented on January 1, 2019, as part of the Five Star Movement's "Dignity Decree," prohibited gambling companies from sponsoring Italian football clubs. This forced more than half of Serie A teams to terminate lucrative partnerships.
The Premier League has imposed a self-imposed ban on betting front-of-shirt sponsors from the 2026-27 season
In recent years, clubs found workarounds through "infotainment" partnerships with gambling subsidiaries. Inter Milan's current arrangement with Betsson Sport—a subsidiary of betting operator Betsson Group—exemplifies this approach, where companies provide exclusive content and highlights without directly promoting gambling.
According to recent reports, Serie A President Ezio Simonelli and Sports Minister Andrea Abodi are meeting to revise the decree, with the Senate Culture Committee potentially announcing a decision as early as today (February 26). The 7th Senate Commission has already backed a review that includes a proposed "1% betting allocation" framework to distribute gambling revenue toward stadium development, grassroots facilities, and women's football.
AC Milan was sponsored by bwin between 2006 and 2010
If approved, this regulatory shift would align Italy more closely with other major European leagues where betting sponsorships remain a substantial revenue stream. However, the Premier League has imposed a self-imposed ban on betting sponsors from the 2026-27 season - but only for the front of the shirt.
Do you think we will see more betting sponsors on kits of Italian clubs? Let us know in the comments below.
