Italian Serie A club SS Lazio has decided, in mutual agreement with Polymarket, to terminate their sponsorship deal earlier than anticipated. The club announced on Tuesday that the decision was made cooperatively, reflecting a spirit of collaboration between both parties.
This early termination relates to new provisions issued by regulatory authorities that have altered the existing regulatory framework, according to Lazio. The Customs and Monopolies Agency (ADM) had designated Polymarket as a prohibited site on July 10, leading to the service becoming inaccessible to Italian users by July 27, as reported locally.
In Italy, since 2018, there has been a ban on gambling-related sponsorships and advertising. This aligns with actions taken in several other European nations including Spain, the Czech Republic, and France, which have similarly blocked Polymarket for non-compliance with gambling laws. Consumer protection concerns and unauthorized gambling activities are among the key reasons cited by regulators for these actions.
Italy is also involved in a collaborative effort among nine regulatory bodies that commenced a crackdown on prediction market platforms back in June.
Initially, the sponsorship, established in April, positioned Polymarket as both the official sponsor of SS Lazio and its designated ‘Fan Intelligence & Digital Insight Partner’. The original agreement was reported to be valued at over $22 million, in addition to bonuses tied to performance and activation metrics. Following the termination, Polymarket has committed to fulfilling its financial obligations for the full amount previously agreed upon for the 2026/27 season.
Despite the dissolution of this partnership, both SS Lazio and Polymarket expressed a willingness to maintain communication, hinting that they could explore a renewed partnership should regulations become more favorable in the future.
Earlier this year, the Italian Football Federation (FIGC) urged the government to reassess the stringent advertising restrictions on betting. The FIGC's report highlighted the detrimental effects of the 2018 betting advertising ban, enacted under the "Decreto Dignità", which has led to a significant decrease in sponsorship revenue for football clubs in Italy. This has put Italian football at a competitive disadvantage compared to leading European leagues.
