Lazio removed Polymarket's branding from its website and online store after the ADM blocked access to the platform's site nationwide for the second time, on 27 July 2026. The deal, worth approximately €19-22 million, was announced in April 2026 and was set to run through June 2028 with an option to extend to 2029. Italy's Dignity Decree, in force since January 2019, bans gambling and betting advertising across sport, including shirt sponsorship.
Polymarket had argued it should be classified as a prediction market rather than a betting operator, but Italian courts did not accept this framing. The ADM's blacklisting treated the platform as falling squarely under existing gambling regulation. Serie A has pushed to overturn the decree since at least 2025, arguing it costs the league upwards of €100 million a year in lost sponsorship revenue.
The Premier League's front-of-shirt ban on gambling sponsors takes effect at the start of the 2026-27 season, and Belgium has taken a similar partial route, restricting betting sponsorship to sleeves and the back of shirts. Lazio will now need to find a new front-of-shirt sponsor, a task that will be made more challenging by Italy's strict regulations on betting sponsorship.