Italy's Dignity Decree (Decreto Dignità), introduced in 2018, strictly bans gambling-related sponsorships and advertisements. The primary goal was to combat gambling addiction and protect consumers, particularly vulnerable groups.

This legislation, which took effect in 2019, prohibits all forms of gambling promotion across media, including TV, radio, online platforms, and sports sponsorships. 

As a result, many Italian sports teams, including those in Serie A football, were forced to end lucrative sponsorship deals with betting companies, leading to substantial financial losses.

 First Steps in Amending the Dignity Decree

Italy’s Chamber of Deputies has begun debates at the Palazzo on whether to amend or repeal the rules of the Dignity Decree banning gambling sponsorships in Italian sports. This follows the Senate’s Culture Commission endorsement of a March 5th resolution aimed at helping Italian football. 

The endorsement requires Deputies to discuss the impact of the Dignity Decree’s sponsorship ban and does not equate to passing a new law.  

For any changes to come into effect, the government must first determine the terms of a new decree, which will either annul or modify the gambling-related laws of the Dignity Decree, introduced by a short-lived coalition government as a federal mandate in 2018. 

Negotiations have begun on drafting new rules under a ‘Decree on Gambling Sponsorships.’ The scope of the amended decree will, however, be limited to sponsorships and will not include the broader gambling advertising ban or other restrictions imposed.  

Sports Minister Andrea Abodi leads discussions alongside Deputy Minister of the Economy and Finance Maurizio Leo, who are set to meet Serie A league officials headed by newly-elected President Ezio Simonelli. 

The proposed revisions may permit gambling brands to feature their logos on team jerseys and stadium advertising, provided these companies hold licenses issued by Italy's Customs and Monopolies Agency (ADM).

 Serie A Clubs Count the Cost of the Sponsorship Ban

The 2019 ban on gambling sponsorships in Italian sports has significantly impacted Serie A clubs financially. 

The Italian Football Federation (FIGC) and Serie A leadership have long lobbied for repealing the ban, arguing that it has placed Italian clubs at a competitive disadvantage compared to their European counterparts.

This loss has hindered their ability to compete financially with other European leagues, and the negotiations for a new decree are seen as an important test for recently elected Serie A President Simonelli.

After implementing the sponsorship ban in 2019, league officials estimated a potential revenue loss of  €700 million. 

 Proposed Betting Allocation Fee

Italy’s top football league is facing a funding crisis, with clubs reporting a total income decline of €350 million for the 2023/2024 season.

Italian football’s fragile state is acknowledged by Sports Minister Abodi, who aims to introduce a new sponsorship decree including a 1% “betting allocation fee” for modernising stadiums, supporting women’s football and grassroots development.

The mandate to review the Dignity Decree has received widespread support in the Chamber of Deputies, with ministers recognising its failure to protect consumers from illegal gambling. 

Lifting the ban would be a game-changer for Italian sports organisations. Betting companies have traditionally been among football clubs' most lucrative commercial partners, offering sponsorship deals often far exceeding those from rival industries. 

Rescinding the ban will enable clubs to negotiate new deals with betting firms, potentially leading to a sharp rise in revenue. 

No timeline has yet been set for the first draft of the new Gambling Sponsorship Decree, but check back regularly for news and updates as the case progresses.