Gambling and sports have been inextricably linked since ancient times. Back in the days when the Olympic Games were first held, the nobility placed bets on the event’s outcome. In modern realities, gambling operators become sponsors of separate clubs or huge tournaments.
The ever-evolving realm of sports sponsorship raises the question, “Can Italian football teams engage with online casinos and betting companies as sponsors?” Let’s see the feasibility of such partnerships, all regulatory peculiarities within the country, and their potential benefits.
Advantages of Collaboration Between FC and Gambling Companies
Italian football teams are known worldwide, so it seems they don’t need additional advertisements. However, clubs still search for new sponsorships to access more target markets globally. On the other hand, the entertainment industry, led by the gambling industry, continues growing and needs to reach more regions.
Therefore, partnerships between football clubs and casino or betting companies are beneficial for both parties. While operators expand their influence and increase recognition on different continents, teams receive additional investments. This solution seems perfect for everyone, but the Italian government has brought significant amendments.
Many users still doubt whether gambling and betting are legal in Italy. And the answer is “yes.” The country has its licensing body, AAMS. A certification from this authority confirms a gaming platform is reliable. However, playing at Italian online casino like Non AAMS com is also not forbidden. Such operators should hold licensing from other responsible authorities like MGA or Curaçao eGaming. In such a way, players can ensure they gamble in a legal and protected environment.
Regulatory Landscape in Italy
Even though gambling is allowed within the country, the addiction problem is still a challenge that must be addressed. Therefore, the government tries to minimize people’s interaction with the activity by banning any advertisements of casinos and betting platforms during sports events.
These regulations were implemented in 2019, and the issue has been disputed several times since then. Football clubs started losing a significant part of their revenues, but the government never reconsidered the ban.
The Impact Of The Decreto Dignità On the Italian Sports Market
Decreto Dignitá is the Italian regulatory document initially issued to deal with employment law. The Parliament launched the 15 articles in July 2013. Article 9 of Decreto Dignitá implies details about restrictions on advertising gambling and betting activities during sports events.
Casinos and sportsbooks significantly impacted the sports sector, and both industries now lose a massive part of their income due to the restrictions. However, this decision is explained by the government not wanting to encourage gambling within the country. Even though this entertainment is absolutely legal in Italy, reducing the number of addicted players is still an unresolved problem.
How Two Industries Adapted To The Situation
Even despite the ban, betting and gambling companies have been searching for ways to solve the problem and build interactions with potential customers. They don’t break the law and avoid forming partnerships on Italian territory. However, gaming platforms still offer different activities connected with the sports industry. For instance, users can take advantage of unique betting opportunities and access different events. Moreover, brands regularly launch tournaments, quizzes, and other interactive activities with amazing prizes (not only cash but also physical gifts).
In such a way, gambling and betting operators avoid direct advertisements with football clubs during matches and other events. Instead, they provide varied entertainment options to attract new members and keep the existing ones. Therefore, FC and casinos developed a new partnership strategy, implying they provide innovative digital content without direct integration during competitions. Let’s take a look at some examples!
Roma FC & StarCasino.Sport
This collaboration hit the world in 2022 – the gambling operator has become an official sponsor of one of the best Italian teams. The casino members can get access to exclusive Series A content: all the latest news, updates, match schedule, and much more. Partnership with this FC will help the operator gain player recognition and enter more markets in new regions — the StarCasino. Sports Managing Director is confident that this update will boost the experience of both parties and bring multiple benefits.
FC Inter & LeoVegas.News
Inter doesn’t need an introduction – this internationally famous team has already won the hearts of millions. And its latest collaboration with LeoVegas. The news created a lot of noise in public. LeoVegas is one of the biggest players in the iGaming sector, and its engagement in the sports world is even more exciting for fans.
Accordingly, LeoVegas.News aims to establish itself as a leading magazine dedicated to FC Milano’s activities. Considering this brand is not a gambling company, its advertisement will appear on the field during the team’s matches. LeoVegas is expanding its influence, and collaboration with such a renowned FC will bring it to a completely new level. According to the company’s CEO, its huge plans imply becoming the most powerful entertainment corporation. Well, we’ll see where it leads us, but this partnership inspires passionate fans!
Final Insight
Many companies in the country are still trying to challenge the ban on sponsoring gambling companies during football matches. But so far, their attempts have been unsuccessful. However, football and gambling fans can still enjoy the digital collaborations of their favourite teams. The world is gradually moving into virtual reality, so this option suits many.
Overall, the prospect of Italian football teams being sponsored by online gambling and betting companies is a complex scenario. Fans and teams themselves impatiently wait for future developments, hoping for the government to change or at least mitigate legislation for collaborations to be more efficient. In any case, FC and casino operators always find a way out and please their fans with even more innovative solutions.