Italy’s Serie A Clubs Await Marketing Boost as Esports Betting Ban Lifts
Italian Serie A clubs are on the brink of a significant revenue surge as a potential removal of the sponsorship ban on betting companies looms. The ban, which came into effect on January 1, 2019, barred clubs from featuring betting firms’ names on their jerseys or in stadium advertisements.
Reports suggest that the Senate Culture Committee in Italy is gearing up to review the ban, opening the possibility of either amending its conditions or scrapping it entirely. This development could mark a turning point for Italian clubs, potentially unlocking substantial financial gains.
The six-year prohibition on marketing partnerships with betting entities has taken a toll on Italian clubs, with estimates indicating a projected collective loss of €700 million due to the flourishing global sports betting industry. The government is expected to play a pivotal role in determining which licensed sportsbooks can engage in advertising activities, along with overseeing the allocation of betting-related revenues.
In a bid to regulate the advertising landscape, only Italian-regulated sportsbooks will be permitted to adorn the front of club jerseys. Moreover, a portion of the generated revenues is slated for reinvestment in soccer-centric initiatives such as stadium upgrades, training infrastructure enhancements, and fostering the growth of women’s soccer at the grassroots level.
Italy’s prospective policy shift follows similar moves by other European football leagues. The English Premier League, for instance, is set to ban front-of-shirt partnerships with betting companies starting in the 2026-27 season, aligning with La Liga’s existing prohibition since the 2021-22 campaign.
Notably, prominent Italian clubs like Inter Milan and AC Milan have recently navigated financial challenges, with Inter significantly reducing losses through strategic player transfers and a partnership with Betsson, a Swedish sportsbook. Despite enduring economic hardships, AC Milan returned to profitability in 2022 and raked in €100 million from transfer dealings in the 2023-24 season.
The potential lifting of the marketing ban on sports betting in Italy could not only inject much-needed financial stimulus into Serie A clubs but also reshape the sponsorship landscape in the realm of Italian football. As the Senate deliberates on the future of betting advertising regulations, Italian football stands at a pivotal juncture, poised for a transformative shift in revenue streams and commercial opportunities.