SS Lazio, the Italian Serie A football club, has decided to cut short its sponsorship deal with prediction market platform Polymarket. The decision, announced by the club on Tuesday, was made with mutual agreement and reflects a cooperative spirit between the two parties.
This termination follows new regulations introduced by authorities that have influenced the regulatory environment. Polymarket was designated as a prohibited website by the Customs and Monopolies Agency (ADM) on July 10, rendering the platform inaccessible to Italian users starting July 27.
Since 2018, Italy has banned gambling-related sponsorships, including advertising from gambling operators. This aligns with measures taken by several other European nations, such as Spain, Czechia, and France, which have restricted access to Polymarket due to concerns over consumer protection and unauthorized gambling activities.
In June, Italy became part of a coalition comprising nine regulators aimed at cracking down on prediction market platforms.
SS Lazio and Polymarket initially entered into their sponsorship agreement in April, when Polymarket was designated as both the official sponsor and the club's 'Fan Intelligence & Digital Insight Partner.' The deal was reported to be worth over $22 million, supplemented by additional performance-based bonuses. Despite the early termination, Polymarket has pledged to fulfill the financial commitments for the upcoming 2026/27 season.
Both organizations expressed interest in maintaining communication for potential future collaborations should regulatory conditions evolve in a more favorable direction.
The Italian Football Federation (FIGC) has previously called on the government to review its stringent restrictions on betting advertising. A report by the FIGC highlighted that the 2018 advertising and sponsorship ban, implemented through the "Decreto Dignità," has significantly diminished sponsorship revenues for clubs, putting Italian football at a competitive disadvantage compared to other leading European leagues.
