Gambling Sponsorship May Find a Way Back into Italian Sport

Gambling Sponsorship May Find a Way Back into Italian Sport

Italy's long-standing restrictions on gambling sponsorship in sport may soon be reconsidered as part of a broader legislative effort aimed at revitalising the country's sporting infrastructure and commercial sustainability. A new draft of the so-called Sports Decree, presented by Minister for Sport Andrea Abodi, outlines a framework that could mark the beginning of a policy realignment after years of rigid separation between regulated gambling and professional athletics.

The proposed measure seeks to revise aspects of the 2018 Dignity Decree, a piece of legislation that imposed a sweeping ban on gambling-related advertising and sponsorships. At the time, the law was positioned as a response to mounting public health concerns. However, critics have since pointed to a series of unintended financial consequences, particularly within Serie A and other professional leagues that had previously relied on sponsorship revenue from licensed gambling operators.

Under the draft decree, sponsorship by gambling firms could be permitted once again, but with a revised structure designed to meet both regulatory and ethical expectations. The government has not proposed a return to the conditions preceding 2018. Instead, the new policy would impose tighter controls and financial obligations, including a fixed percentage of sponsorship income being redirected to specific public-interest initiatives, such as stadium development, youth sports, and harm-reduction programs tied to gambling.

Minister Abodi has positioned the initiative as part of a broader push to address long-term inefficiencies within Italian sport. With the 2026 Winter Olympics in Milan and Cortina drawing closer, the need to modernise outdated infrastructure has taken on new urgency. While the sports sector has already faced financial pressure from multiple directions, including reduced broadcasting revenues and rising operational costs, the current political landscape offers an opportunity for structural reform.

The Sports Decree has received backing from the Council of Ministers, suggesting that the political will to revisit the gambling ban exists at the executive level. What remains uncertain is the final shape the legislation will take once it enters the consultation phase. A number of stakeholders from national federations, football clubs, and media entities are expected to weigh in over the coming months, particularly as the government drafts a parallel framework to regulate the next cycle of online gambling licences. Under that plan, the number of permitted operators will fall from 81 to 46, narrowing the field and aligning sponsorship eligibility more closely with compliance standards.

For some industry analysts, the possibility of regulated gambling partnerships returning to Italian sport is less a policy reversal than a recalibration. The 2018 ban, while broadly enforced, did not resolve underlying tensions between market demand, consumer behaviour, and public funding gaps in sport. Legal disputes have also arisen from clubs and sponsors seeking compensation for contracts that were interrupted or voided by the ban. A revised model, more clearly defined and legally defensible, could offer clarity where the current system has left ambiguity.

Economic considerations are central to the conversation. Forecasts suggest that Serie A alone could regain upwards of €150 million annually if sponsorship restrictions were adjusted. In a market already facing fiscal strain, such a figure is unlikely to be ignored. The proposal also aims to distribute these funds with greater accountability, through direct levies attached to gambling-related revenues that would be reinvested in targeted development programs.

Public health bodies, however, remain cautious. While the Sports Decree focuses on sponsorship rather than broadcast advertising, government officials have left open the possibility of further discussion regarding digital and television visibility. That aspect of the debate is expected to be more contentious. While some regulators argue that easing restrictions may encourage consumers to channel their business toward licensed operators, medical authorities continue to express concern over the potential for increased exposure and social harm.

Minister Abodi has publicly acknowledged the complexity of the issue, noting that any policy shift must avoid falling into ideological framing. Instead, he advocates for a model that reconciles market dynamics with responsible oversight. “The challenge of limiting gambling addiction is serious,” he said in a recent statement. “I believe a responsible solution can balance economic logic with social conscience.”

That balance will be put to the test as the draft law moves toward parliamentary review, expected by September. While the government has positioned the decree as a tool for reform, the final version may undergo significant revisions, especially in areas involving oversight, monitoring, and financial distribution.

For now, the reintroduction of gambling sponsorship remains a proposal under discussion, not a legislative certainty. Still, the tone has shifted noticeably from past debates, with the focus moving from moral opposition to operational regulation. As the dialogue continues, the question is no longer whether gambling and sport should remain separate, but how they might coexist within a controlled and transparent framework.