Italy’s Dignity Decree, which has prohibited gambling sponsorships in sports since 2019, is now under review as the country’s Senate prepares to reassess its impact. Lawmakers are contemplating either modifying or revoking the ban, responding to growing concerns from professional leagues and the regulated gambling industry. The move signals a potential policy shift aimed at striking a balance between sports funding and responsible gaming regulations.

Push for a New Sponsorship Framework

Italy’s Sports Minister Andrea Abodi is leading discussions on a new sponsorship model, working in collaboration with football clubs. The revised framework is expected to be presented to the Senate’s Culture Committee for approval, with industry insiders closely watching the outcome.

A key consideration in the new proposal is a “1% betting allocation”—a portion of gambling revenue that would be directed toward:

Modernizing football stadiums
Supporting women’s soccer
Improving grassroots facilities and youth programs
The move is seen as a financial lifeline for Italian sports, particularly Serie A and Serie B clubs, which have suffered revenue losses due to the sponsorship ban.

Current Restrictions Considered "Unsustainable" for Italian Sports

The 7th Senate Commission, which has reviewed the current sponsorship restrictions, has deemed them unsustainable for Italian sports. Lawmakers argue that the ban has had far-reaching economic consequences, including:

Diminished funding for sports leagues and clubs
Reduced tax revenue from gambling sponsorships
Weakened competitiveness of Italian football compared to other European leagues
The Commission has recommended the immediate suspension of the Dignity Decree to allow for a more nuanced sponsorship model that benefits both sports organizations and the regulated gambling industry.

Industry Regulators Call for Policy Revisions

Roberto Alesse, Director General of Italy’s Customs and Monopolies Agency (ADM), has been vocal about the need to reform the Dignity Decree. According to Alesse, the legislation is "hypocritical" and does not align with the principles of a liberal market economy.

He argues that:
Italian sports clubs have lost millions in sponsorship revenue
The decree has failed to curb unregulated gambling, instead pushing advertising investments abroad
A well-regulated sponsorship model can ensure responsible advertising while boosting the domestic sports economy
Alesse’s position adds momentum to the growing calls for policy change, particularly as Italy seeks to modernize its gambling sector.

Background: The Dignity Decree’s Impact on Italian Football

The Dignity Decree was introduced in July 2018 by the Lega Nord and Five Star Movement coalition government, led by Deputy Luigi Di Maio. The law imposed a blanket ban on gambling sponsorships across all Italian sports, forcing clubs to sever ties with betting companies.

Since its enforcement in 2019, clubs in Serie A and Serie B have challenged the decree, arguing that:

It was passed without proper legislative procedures
It violated constitutional rights by limiting commercial partnerships
It disproportionately affected Italian teams compared to clubs in other European leagues
Prior to the ban, more than half of Italy’s top-flight football clubs had sponsorship deals with gambling companies. These deals were a major source of revenue, allowing clubs to invest in player acquisitions, stadium upgrades, and grassroots development.

Financial Consequences: A €700 Million Revenue Loss?

When the Dignity Decree was enacted, Serie A officials estimated that the ban would result in a €700 million tax revenue loss over three years. Additionally, the ban has:

Reduced investment in Italian football compared to leagues in England, Spain, and Germany, where gambling sponsorships are permitted.
Forced Italian clubs to seek alternative funding sources, often at lower valuations.
Led to creative workarounds—some clubs have secured indirect gambling sponsorships under the guise of "sport infotainment partnerships."
For example, Inter Milan has partnered with Betsson Sport, branding the deal as an infotainment collaboration rather than a direct gambling sponsorship. This allows the company to remain a front-of-shirt sponsor while providing fans with exclusive content, interviews, and sports news.

Balancing Sports Sponsorship and Responsible Gaming
While lifting the ban could bring significant financial benefits to Italian football, lawmakers must also address concerns about responsible gambling. Any new sponsorship framework would likely include:

Strict advertising guidelines to prevent misleading promotions.
Mandatory responsible gaming messages in all advertisements.
Increased funding for gambling addiction prevention programs.
Proponents of sponsorship reform argue that regulated partnerships can coexist with responsible gambling measures, ensuring that sports leagues receive essential funding while safeguarding consumer protection standards.

Conclusion: A Turning Point for Italian Sports and Gambling Policy

The debate over Italy’s gambling sponsorship ban represents a pivotal moment for both sports organizations and policymakers. While some advocate for a complete repeal of the Dignity Decree, others call for a balanced approach that integrates responsible advertising practices.

As discussions advance in the Senate’s Culture Committee, the final decision could reshape Italy’s sports sponsorship landscape and set a precedent for future gambling regulations. Whether Italy chooses partial modifications or a full repeal, the outcome will have far-reaching implications for the regulated gambling industry, tax revenues, and football clubs across the country.