Italy implemented a ban on gambling advertisements in January 2019, affecting all forms of advertising. However, the FIGC (Italian Football Federation) has called for a temporary lift on the ban to allow gambling sponsorship in football. This is to help generate more funding for the sport, especially in the aftermath of the Covid-19 pandemic. The FIGC proposes lifting the ban for a minimum of two years, possibly until June 2023, to aid the sector’s recovery. As part of the proposal, a “Football Savings Fund” would be created, where 1% of all sports bets placed in Italy (both online and retail) would be directed to a national fund managed by the FIGC. This fund would finance football projects throughout the country.
The FIGC president, Gabriele Gravina, emphasizes the urgency of taking action to prevent the crisis in professional football from causing clubs to cease operations. Such a crisis would have severe consequences for the sports sector, the businesses associated with it, and the overall economy of the country due to reduced tax contributions. Gravina emphasizes that the goal is not to seek financial aid from the government but to highlight the socio-economic importance of football and request urgent measures to support clubs struggling due to the effects of Covid-19. Football can play a crucial role in Italy’s overall recovery.
While the ban prohibits Italian brands from partnering with clubs, some Italian clubs have pursued partnerships with a focus on other markets. For instance, AC Milan recently agreed to a deal with Premier Bet, serving as their official betting partner in Africa.
