The project seeks to modify aspects of the 2018 Dignity Decree, which currently prohibits betting sponsorships in Italian sports organizations. After six years in force, the law is widely seen as a failure, blamed for depriving Italian sport—especially Serie A—of up to €150 million annually in lost revenues.
The proposal, supported by the Council of Ministers and that aims to reform the country's sports industry ahead of the Milan-Cortina Winter Olympics scheduled for February 2026, is part of a national plan to attract investment in the sector and address long-standing structural problems.
“This decree has a strong economic mandate,” Sports Minister Andrea Abodi told reporters, stressing the need to balance financial sustainability with social responsibility. “It must deliver long-term investment while addressing deep-rooted vulnerabilities across our system.”
Abodi confirmed that formal negotiations will begin in the autumn with football clubs, broadcasters and sports federations. The government is expected to propose a new sponsorship model with strict conditions and a 1% levy on gambling sponsorship revenues to fund stadium development and responsible gambling programs.
While sponsorships enjoy political support, proposals to relax restrictions on TV and digital gambling ads are likely to face resistance from public health groups. A full legislative proposal is expected in September, alongside new licensing rules for Italy’s online betting market.
Since the ad ban took effect in 2019, some betting brands have found creative ways to maintain visibility through infotainment partnerships and media activations.
Abodi insists that any reform will be tightly regulated: “There is great concern about how to effectively stem the social scourge of gambling addiction. But I’m convinced that we can find a solution that aligns economic reality with social responsibility.”
Source: GMB
