Italy ready to start lifting the ban on betting advertising

February 26, 2025

Italy ready to start lifting the ban on betting advertising

Is Italy ready to lift the ban on betting advertising? It looks like change is on the horizon for Italian football as the “Commissione Cultura del Senato” (Senate Cultural Commission) prepares to discuss a proposal that could lift the ban on betting sponsorships in sporting events. Reports in Italian media state that talks are expected to kick off today and are part of a broader football reform initiative aiming to address the financial challenges faced by Serie A clubs since the implementation of the 2018 Dignity Decree, which is estimated at a loss of 100 million euros annually.

Red card for illegal operators

The proposal points a red card to illegal operators since the potential ban will only apply to authorised operators. Since its introduction, the ban has cost Serie A clubs an estimated 100 million euros annually. The proposed reform seeks to ease this financial burden and boost the competitiveness of Italian football. The reform also includes plans to allocate a portion of sports betting proceeds to event organisers and the football system. At least 1.1% of the total value will be directed towards a fund for new stadium construction and modernisation of existing facilities. Furthermore, the proposal includes funding for social, sports, and training projects within sports clubs, including initiatives to combat gambling addiction.

2018 Dignity Decree

The ban on gambling and betting advertising, introduced by the Dignity Decree in 2018, prohibited both direct and indirect advertising across various media, including sporting events. This measure, initially aimed at combating gambling addiction and protecting consumers, has had significant repercussions on the football and betting industries.

Potential impact

If approved, this reform could have multiple benefits on the betting and football industries. Betting operators would regain a crucial marketing channel in one of Europe’s largest football markets, potentially significantly boosting their revenues and customer base. The lifting of the ban would also give legal betting operators exclusive rights to advertise, gaining a competitive advantage over illegal operators.
As reported in Italian media, the new proposal would be a lifeline for football clubs. It would increase their revenue streams and enhance the competitiveness of Serie A in the European football landscape. It would provide much-needed funds for infrastructure development and youth programmes.

SiGMA Europe in Rome, always present where the action happens

The upcoming SiGMA Europe event in Rome, scheduled for November 2025, is expected to be a key platform for discussing the implications of this reform and other emerging trends in the intersection of sports and betting.