The Italian Senate is about to assessment the 2018 Dignity Decree, which has banned playing sponsorships in sports activities since 2019. This proposed revision might mark a serious shift for Italian soccer, notably Serie A, Serie B, and Serie C golf equipment, by reintroducing betting partnerships that had been as soon as a serious income.
Senate Review and Industry Response
The Senate Culture Committee is anticipated to focus on modifications to the Dignity Decree, which initially prohibited direct and oblique playing promoting throughout all media, together with sports activities occasions, tv, on-line platforms, and print. The legislation was launched as a measure to fight playing dependancy however has been broadly criticized for its monetary affect on soccer golf equipment.
Over the previous six years, the ban has value Serie A golf equipment an estimated €100 million yearly, affecting their capacity to compete financially with different European leagues. The Italian Football Federation (FIGC) and Lega Serie A have lobbied closely for the ban’s removing, arguing that the legislation has deprived Italian golf equipment in contrast to their worldwide counterparts.
If the revision is accepted, golf equipment can be allowed to show betting firm logos on crew jerseys, sleeves, and pitchside promoting boards. However, solely operators licensed by Italy’s Customs and Monopoly Agency (ADM) can be permitted to interact in sponsorship offers.
Economic Impact and Revenue Allocation
Lifting the ban might considerably increase Italian soccer’s monetary well being, permitting golf equipment to safe profitable sponsorship agreements with betting corporations. Given the rising profitability of Italy’s on-line playing sector, which reached a gross gaming income (GGR) of €5 billion in 2024—an 11% year-on-year enhance—consultants anticipate sturdy curiosity from gaming corporations trying to associate with soccer golf equipment.
Additionally, a 1.1% tax on sports activities betting income is proposed to be allotted towards:
- New stadium development and the modernization of present venues, supporting Italy’s position as a UEFA Euro 2032 co-host.
- Grassroots soccer improvement, together with youth academies and girls’s soccer packages.
- Social and coaching initiatives geared toward accountable playing training.
Criticism and Regulatory Challenges
Despite widespread assist from soccer stakeholders, the proposal faces opposition from shopper safety advocates who argue that playing sponsorships might enhance downside playing dangers. Italy’s Director General of ADM, Roberto Alesse, has referred to as the Dignity Decree “hypocritical regulation”, arguing {that a} full ban contradicts the rules of a free-market economic system.
The authorities’s transfer aligns with broader efforts to modernize Italy’s playing legal guidelines. The Reorganization of Gambling Decree is already below assessment, although it initially excluded sponsorship discussions. However, the sturdy backing from FIGC, CONI (Italian National Olympic Committee), and Serie A suggests {that a} coverage shift is imminent.
A Turning Point for Italian Football
If carried out, the reform would restore a significant income stream for golf equipment, making them extra aggressive financially whereas additionally supporting Italy’s long-term sports activities infrastructure tasks. As the Senate Culture Committee prepares to make its announcement, the Italian soccer and betting industries await what may very well be a defining second for the nation’s sports activities economic system.
Source:
Calcio and Politics to negotiate Italy’s new gambling sponsorship laws, SBCNEWS, February 26, 2025.
