The ban, implemented on 1 January 2019 under the Dignity Decree (Decreto Dignità), prohibits gambling companies from sponsoring teams or advertising within stadiums, significantly limiting clubs’ ability to generate revenue.

Last week, the Senate Culture Committee discussed the “Prospects for the Reform of Italian Football” act but postponed a final decision. However, media reports suggest the measure could be approved this week.

A major provision in the proposed reform would allow licensed gaming operators to display their brands in stadiums through banners and billboards, as well as sponsor sporting events.

The aim is to allocate 1% of sponsorship revenue to refurbish current stadiums and build new ones, invest in youth and women’s football, and fund responsible gambling initiatives.

This isn’t the first time Italy has debated lifting the ban.

Many Serie A and Serie B clubs have long pushed for a reversal of the ban, arguing it has hurt their financial sustainability.

Maarten Haijer, secretary general of the European Betting & Gaming Association (EGBA), also previously suggested the restriction has fuelled the growth of the black market in Italy.

“The country’s ban on advertising for licensed gambling operators is clearly favouring the black market,” he said.

“Without a sufficient level of advertising, there is no real way for Italians to tell the difference between a gambling website which is licensed in Italy — and applies the country’s consumer protection rules — and one that is not.”

Circumventing the ban

Moreover, critics argue that the ban has failed to curb gambling addiction, as companies have found ways around the restrictions by promoting “infotainment” brands instead.

Last year, Betsson signed a front-of-shirt sponsorship deal with Inter Milan under its Betsson.Sport infotainment brand, demonstrating how some clubs have circumvented the rules.

With mounting pressure from clubs and industry stakeholders, the government is expected to make a decision soon.

If the ban is lifted, it could mark a turning point for Italian football, providing clubs with a vital revenue source while also addressing concerns about responsible gambling.