The agreement between one of Italy’s most historic football clubs and Polymarket has sparked debate and alarm across Italian football. S.S. Lazio has officially signed a deal with the US-based prediction market platform Polymarket. The club, owned by Claudio Lotito since 2004, debuted with the new sponsorship on 18 April, taking to the pitch against SSC Napoli for the first time with the prediction market platform’s brand displayed on the players’ shirts.
Italy’s Dignity Decree
In July 2018, Italy’s Council of Ministers approved the Dignity Decree. This legislation prohibits advertising for online gambling that offers cash prizes. Nevertheless, Polymarket has become the official sponsor of S.S. Lazio. In this case too, Italy’s communications authority, AGCOM, would be responsible for ensuring compliance with the provisions of the Dignity Decree.
Among the main objectives of the new online gambling reform, introduced on 13 November 2025, apart from player safeguard, is the protection of licensed operators, which are required to comply with strict guidelines on advertising and sponsorships. For these reasons, the debate surrounding the issue has intensified in recent days. Many operators active in Italy are questioning how S.S. Lazio was able to sign this agreement with Polymarket, which is a brand that appears to be unregulated in Italy.
Polymarket’s role in the online gambling industry
Polymarket differs from more traditional betting sites. On the prediction market platform, users set the odds themselves. This means there is no single bookmaker or central house. What has drawn attention and caused significant controversy is the platform’s very nature, which also allows users to bet on sensitive topics.
The platform therefore does not only cover sports betting, but also music events, film, political elections and international conflicts, including the possibility of betting on the timing of attacks between the United States and Iran.
The agreement between S.S. Lazio and Polymarket
In an official statement dated 18 April 2026, the Biancocelesti club announced Polymarket as its new main sponsor. The Serie A football club, already well known across Europe, sought to strengthen its brand position globally through this partnership.
Club president Claudio Lotito said in the statement: “Polymarket is a partner that understands the future. This agreement strengthens Lazio’s international development path and confirms the club’s desire to position itself within the new landscape of global sport”.
“The agreement between the two companies will run until the 2027/2028 season, with an option to extend it for 2028/2029”, the statement read.
The controversy surrounding the S.S. Lazio-Polymarket deal
This partnership has triggered strong reactions, drawing considerable criticism from both political figures and the online gambling sector. Stefano Vaccari of the Democratic Party commented: “The decision to associate a platform such as Polymarket with a historic club like Lazio raises serious and unavoidable questions”.
Executives from several licensed operators in Italy have also commented on the sponsorship deal between Lazio and the US platform Polymarket. As reported by Agimeg, Stefano Tino, managing director of the Betsson Group, appealed directly to Italy’s Customs and Monopolies Agency, saying: “ADM should block this site as soon as possible. There is a concrete risk that high-visibility sponsorships such as this could channel significant traffic and capital towards unregulated platforms. And if this happens, we are not protecting consumers, quite the opposite. Let’s show that Italy is different”.
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