Lazio Secures New Main Kit Sponsor After Almost 3 Years With Sponsorless Kit - Bypasses Italy's Betting Ban
- New Sponsor: Lazio has secured a deal with Polymarket, a cryptocurrency prediction market firm, to be their new main kit sponsor.
- Deal Details: The sponsorship deal with Polymarket is set to run through 2028, is worth over $22 million, and includes performance-related bonuses.
- Bypassing Betting Ban: Lazio is circumventing Italy's strict advertising laws by framing the Polymarket partnership around 'fan intelligence and digital insight' rather than promoting betting.
Italian Serie A club Lazio has officially ended its long search for a front-of-shirt sponsor by signing a major new deal with the cryptocurrency-based prediction market firm Polymarket.
Lazio Polymarket Main Sponsor Deal - Valid For Two Seasons Until 2028, Plus End of 25-26 Season
The new partnership is set to run through 2028, covering the remainder of the current campaign and the next two full seasons, with an additional option for the 2028-29 season. The agreement is reported to be highly lucrative for the Rome-based club, worth a total of more than $22 million. This breaks down to roughly $10 million per year, alongside further performance-related bonuses.
This announcement puts an end to a nearly three-year period of clean, sponsorless kits for Lazio, a search that had dragged on ever since their previous deal with Binance expired at the end of the 2022-23 season. Fans have already been given a look at the new aesthetic, as the Polymarket logo made its official on-pitch debut during Saturday's clash against Napoli, sitting cleanly in white across the chest of the light blue Mizuno shirt.
However, the partnership has immediately raised eyebrows regarding Italian advertising laws. Polymarket does not actually hold an online gaming license in Italy. While Italian users are able to browse the website, they are legally restricted from placing trades on the platform. To legally bypass the strict "Decreto Dignità" regulations, the club and the brand had to take a specific marketing approach. Instead of promoting the actual betting or trading product, the partnership is officially framed entirely around "fan intelligence and digital insight."
In a similar bypass of betting restrictions, Inter has the "news website" "Betsson.sport" on the front.
Do you prefer the Lazio kit with the new Polymarket sponsor or without it? Let us know your thoughts in the comments below.
Rumor: Newcastle United Set to Sign ElevenLabs as Main Kit Sponsor?
Newcastle United may be on the verge of signing a new front-of-shirt sponsorship deal with the AI-powered audio company ElevenLabs - prominent fan account @NUFCgallowgate posted a series of teaser graphics on X, directly linking the club's crest with the tech firm's logo and fueling discussions about a potential commercial partnership for the upcoming seasons.
The speculation was further amplified by a high-quality digital mock-up shared by the same account. The render showcases the Adidas Newcastle United 2026-2027 home kit featuring the ElevenLabs logo prominently across the chest.
The Newcastle United 2026-2027 home kit releases on 10 June 2026, so a new sponsor deal would come just in time.
Would you like to see ElevenLabs become the new main sponsor for Newcastle United? Let us know in the comments below.
RC Lens 26-27 Away Kit Teased
French club RC Lens has officially teased its new Adidas 2026-27 away kit, with a full reveal scheduled for June 6 at the iconic twin slag heaps in Loos-en-Gohelle.
The teaser video features the hashtag #MentalitéCharbonneur, heavily leaning into the club's deep-rooted coal mining heritage.
The Lens 2026-2027 away jersey features a green and black colorway, a fitting tribute to the region's historical landscapes.
