Italy is reconsidering its strict ban on gambling advertising, as outgoing Italian Football Federation president Gabriele Gravina links the policy to a broader structural decline in the nation’s football ecosystem.
In an 11-page reform report, Gravina argued that the 2019 restriction has failed to curb problem gambling while significantly reducing investment in the sport.
€150m annual sponsorship gap
Clubs in Serie A estimate losses between €100 million and €150 million per year since the “Dignity Decree” came into force.
The legislation, introduced in 2018, imposed a near-total ban on gambling-related advertising and sponsorships — a move that now appears increasingly out of step with the rest of Europe.
A 2026 UEFA study highlighted betting companies as the most common shirt sponsors across the continent, underlining the competitive disadvantage faced by Italian clubs.
Performance decline and youth crisis
Gravina’s report frames Italy’s recent failures — including missing three consecutive World Cups — as symptoms of deeper structural issues rather than isolated النتائج.
One of the most striking indicators is youth development: Italy ranks 49th out of 50 leagues for minutes played by under-21 domestic players, at just 1.9%.
At the same time, foreign players account for roughly 68% of total playing time in Serie A, while the professional game continues to post aggregate losses exceeding €700 million annually.
Reform proposals on the table
The report outlines a sweeping reform agenda, including:
- Repealing the gambling sponsorship ban
- Redirecting betting revenues into grassroots and academies
- Investing in stadium infrastructure
- Reintroducing favorable tax rules for foreign players
- Restructuring leagues from Serie A to lower divisions
Gravina argues that channeling regulated betting income into football development could create a sustainable funding model.
Political momentum builds
Italy’s Sports Minister Andrea Abodi has also criticized the existing framework, describing it as overly rigid and ineffective.
A proposed reform could include a 1% levy on sponsorship deals, earmarked for stadium projects, women’s football and addiction prevention programs.
Meanwhile, regulator AGCOM has already introduced limited guidelines allowing responsible gambling campaigns — a potential bridge toward full liberalization.
Black market concerns grow
Industry groups, including the European Gaming and Betting Association, argue that the ban has unintentionally fueled illegal betting markets.
Estimates suggest up to €25 billion in unlicensed wagers annually, alongside significant tax revenue losses to offshore operators.
What comes next
Although political support for reform is growing, legislation to replace the Dignity Decree has yet to be formally introduced.
With opposition from public health advocates and political factions still strong, the future of gambling sponsorships in Italian football remains uncertain — but increasingly central to the game’s economic recovery.