Italian lawmakers are pushing for a major policy shift that could reshape the country’s sports and betting industries. Since 2018, the Degnity Decree has imposed strict restrictions on gambling-related advertising, cutting off a vital revenue stream for professional football clubs. Now, as financial pressures mount, politicians are reconsidering the ban, arguing that legalizing sponsorship deals could provide much-needed support to the sport while also curbing illegal gambling.
The proposed changes come amid growing concerns about the unintended consequences of the current legislation. While the ban was initially introduced to combat gambling addiction, critics argue that it has instead driven bettors toward unregulated markets. With Italy’s football clubs struggling financially and the underground betting economy thriving, many believe it is time to rethink the approach.
Economic Impact of the Ban
The Degnity Decree, introduced by then-Labor Minister Luigi Di Maio, was meant to protect consumers from excessive gambling promotion. However, the restrictions have failed to reduce gambling-related harm while simultaneously fueling an illegal betting market. According to recent reports, 4.4 million players now engage in illegal betting, making up 17% of all bettors in Italy. The estimated turnover of these unauthorized platforms has reached €1.9 billion, resulting in a staggering €1 billion loss in potential tax revenue for the state. 
For legal iGaming providers, the ban has created a lopsided market where licensed operators are unable to compete effectively against illicit platforms. Without advertising, regulated betting companies struggle to attract customers, while illegal operators flourish in the shadows. This dynamic has led to calls for a policy reversal that would allow controlled advertising while ensuring strong consumer protections.
Financial Strain on Football Clubs
Italian football clubs have suffered significant financial losses due to the ban. Industry estimates suggest that professional teams have lost approximately €100 million annually in sponsorship deals since the legislation took effect. With limited alternative revenue streams, many clubs are now facing economic uncertainty, making the potential policy shift all the more pressing.
Prominent figures in the sports world have spoken out in favor of lifting the restrictions. Lazio president and senator Claudio Lotito has criticized the law, stating, “The absurd thing is that, for demagoguery, the previous government removed indirect sponsorships on betting… In Italy, you can’t even put a brand because it leads to gambling addiction. Instrumental things that don’t make sense.” His comments reflect a broader frustration among club owners who believe that responsible gambling promotion should be allowed in a regulated framework.
Political Momentum for Change
The push to amend the Degnity Decree is gaining traction in Italy’s political landscape. A parliamentary commission has drafted a document recommending that the government “evaluate the modification of the current ban on advertising related to games and bets concerning sporting events.” This recommendation highlights a growing recognition of the financial damage caused by the restrictions and the need for a balanced approach to gambling regulation.
Sports Minister Andrea Abodi has taken an active role in the discussion, advocating for a revised policy that reinstates both direct and indirect advertising. His proposal includes a broader public awareness campaign to educate consumers on responsible gambling. A key aspect of his plan is to distinguish sports betting from pure games of chance, a differentiation that could shape future regulations.
Proposed Allocation of Betting Revenues
Alongside the push to reinstate betting sponsorships, lawmakers are considering a new revenue-sharing model that would benefit Italian sports. One proposal suggests allocating at least 1% of total betting turnover to a dedicated fund for stadium construction and renovations. Another portion of the revenue would be directed toward institutional goals within the football system, including funding for youth development, infrastructure, and women’s football.
This initiative would ensure that legal betting contributes directly to the sustainability of Italian sports, rather than simply generating profits for operators. By redirecting funds to key development areas, policymakers aim to create a mutually beneficial system where both sports organizations and regulated gaming companies thrive.
iGaming Industry Implications
For iGaming providers, these potential regulatory changes could open new opportunities in the Italian market. The return of betting sponsorships would not only enhance brand visibility but also allow legal operators to compete more effectively against unregulated platforms. At the same time, a structured approach to advertising could help maintain responsible gambling standards and prevent exploitative practices.
As discussions progress, industry stakeholders should closely monitor policy developments and prepare for potential shifts in the regulatory environment. Whether the Degnity Decree is fully repealed or partially amended, the outcome will have a lasting impact on both the sports and gaming sectors in Italy.
The debate over gambling advertising in Italy underscores the complexities of balancing consumer protection with economic growth. With football clubs in financial distress and illegal betting on the rise, lawmakers must weigh their options carefully. The coming months will be crucial in determining the future of sports sponsorships and the broader iGaming landscape in the country.
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