Lazio Secures New Main Kit Sponsor After Almost 3 Years With Sponsorless Kit - Bypasses Italy's Betting Ban

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.