Clubs in Italy’s top division, Serie A, could soon be in line for a huge jump in revenues. Some clubs are reportedly expected to receive a windfall if a sponsorship ban on advertising on betting companies is overturned.
The marketing ban was enacted Jan. 1, 2019 and prohibited clubs from having the names of betting companies either on the front of their jerseys or on in-arena advertising boards.
But Italy’s Senate Culture Committee is now reportedly set to examine the ban and could either modify the terms or revoke it altogether.
The six-year marketing ban cost Italian clubs millions. One estimate before the ban forecast clubs would lose a collective €700 million, given the rise of global sports betting.
The Italian government will have some say in which betting sites can advertise as well as how betting-related proceeds are allocated.
Only sportsbooks regulated in Italy will be able to advertise on the front of club shirts. Some betting-related revenues will also be earmarked for soccer-specific developments like stadiums, training facilities and grassroots growth of the women’s game.
Italy’s ban reversal comes on the heels of the English Premier League’s ruling that will prohibit front-of-shirt partnership deals with betting companies starting in 2026-27. La Liga has also had a front-of-shirt ban from gambling companies since 2021-22 as well.
But marquee Italian clubs like Inter Milan and AC Milan have only recently turned the corner financially, after years of economic hardship. Inter cut losses drastically due to player transfer funds and a partnership with Sweden-based sportsbook Betsson. The club reportedly lost €86 million but reduced that debt to €36 million.
Despite being one of the world’s legacy soccer brands, AC Milan only achieved profitability in 2022 and took in €100 million in transfer fees in 2023-24.
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