Italy Considers Lifting Ban on Gambling Sponsorship
Italy is considering ending its six-year ban on gambling sponsorship in football. Senator Paolo Marcheschi expects the bill to remove restrictions on gambling advertisements to be approved in early March.
This decision would set Italy apart from other European countries. In the Netherlands, online casino sponsorship will be banned from 1 July 2025, while Belgian football clubs have already removed gambling company logos from their shirts as of 1 January 2025.
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Financial Impact on Football Clubs
Despite the ban, gambling sponsorship has remained a significant financial factor in football, with Italian clubs reportedly losing around €100 million (NZ$ 186m) in revenue annually. That could soon change as Italy moves forward with the bill titled “Perspectives for the Reform of Italian Football.” According to Italian news site PressGiochi, gambling companies could return as sponsors if the proposal is approved.
“The proposal, included in the bill debated by the Senate’s Culture Committee, would allow gambling operators to display their brands in stadiums through banners and signs, as well as sponsor sporting events. One per cent of the revenue generated would be allocated to a fund for new stadiums, investments in youth and women’s football, and measures to combat gambling addiction.”
PressGiochi on the bill
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How Clubs Adapted To The Ban
During the ban, Italian football clubs explored alternative ways to compensate for lost gambling sponsorship revenue. One key strategy was virtual advertising. In collaboration with companies like Interregional Sports Group (ISG), Serie A integrated virtual ads into match broadcasts, targeting international markets where gambling advertising was still permitted. This approach allowed clubs to generate revenue without violating national laws.
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Creative Sponsorship Solutions
Despite restrictions, some clubs managed to establish partnerships with gambling companies for specific markets. For example, Internazionale signed a four-year deal with online gambling firm Betsson, promoting its “sports infotainment” brand on club shirts in selected regions. This enabled clubs to work around the national ban without breaching regulations. Juventus is sponsored by crypto casino Instant Casino whilst football giants AC Milan signed a sponsorship deal with TG.Casino in May 2024 with both casinos becoming “official regional iGaming partners”
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Balancing Financial Gains and Ethical Concerns
If the ban is lifted, Italian clubs hope to strengthen their financial position and remain competitive with top European leagues. However, concerns over gambling addiction and ethical considerations persist. The Italian government states that it will need to find a balance between boosting football’s financial health and protecting consumers.
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