Lazio ends Polymarket sponsorship amid regulatory pressure
The Serie A club has cancelled its deal after the prediction platform was placed on Italy’s list of banned gambling operators.
Italy.- SS Lazio has confirmed the early termination of its sponsorship deal with prediction market Polymarket, citing regulatory developments in Italy. The Serie A club announced that the agreement was dissolved “in a spirit of mutual cooperation” with the consent of both parties due to “new provisions adopted by the competent authorities that have impacted the regulatory framework.”
That’s a reference to the decision of Italy’s customs and monopolies agency ADM, which regulates gambling in Italy. On July 10, it ordered Polymarket to be blocked in Italy, adding it to the list of blacklisted gambling sites. Media reports indicate that the prediction platform became inaccessible in the country from July 27.
Polymarket was named as Lazio’s sponsor and “Fan Intelligence & Digital Insight Partner” in April in a deal was reportedly worth more than $22m, with additional performance-based incentives. However, Italy has had a ban on gambling-related sponsorships and advertising since 2019 under the “Decreto Dignità”.
As part of the settlement, Polymarket agreed to honour the full payment for the 2026/27 season despite the early termination. Both sides signalled openness to revisiting the partnership if regulatory conditions change in the future.
The Italian Football Federation (FIGC) has urged the government to reconsider the ban on gambling advertising and sponsorship, arguing that it deprives the sport of much needed revenue and leaving Serie A sides at a disadvantage compared to other major European leagues. The calls intensified after Italy’s national team failed to qualify for this year’s World Cup.
The regulatory offence on prediction platforms in Europe
Meanwhile, Prediction platforms are increasingly coming into conflict with European gambling regulators. Polymarket was blocked in France in 2024, in Belgium in 2025 and subject to a temporary blocking order in Spain alongside rival Kalshi in April of this year.
In June, nine European regulators announced a joint initiative against prediction markets, warning consumers over player protection and market integrity risks. Meanwhile, the German gambling regulator, the GGL, has launched an investigation into FIFA partner ADI Predictstreet, which received a gambling licence in Gibraltar earlier this year.
For its part, The European Securities and Markets Authority (ESMA) has cautioned that some prediction products could be deemed restricted financial instruments in the European Union (EU). It affirmed that prediction markets structured as yes-or-no contracts with fixed payouts may fall under prohibitions on the marketing and sale of binary options to retail customers.
Sites linked to Russian betting operator blocked
Meanwhile, Italy’s ADM has also ordered internet service providers to block 190 more gambling websites. Several are sites linked to Fonbet, the Russian bookmaker at the centre of recent controversy involving Andrea Pirlo, who was ruled out as a candidate to become the next coach of Italy’s national football team due to his commercial links as a brand ambassador for the operator.
Among the newly blocked addresses are fonbet.com, fonbet‑italy.com, and other sites trading under the same name. The ADM emphasised that its decision relates strictly to regulatory compliance and the absence of required authorisations. The measure, issued under Order No. 00540333, requires providers to implement the block by August 20. When users attempt to access one of the listed domains, they will be redirected to an official ADM page explaining that the site lacks authorisation to operate in Italy.
