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Polymarket has signed a groundbreaking $22 million jersey sponsorship with S.S. Lazio, marking the first time a prediction market platform has partnered with a professional sports team. The deal is notable for occurring despite Polymarket being banned in Italy, where its prediction markets are classified as illegal gambling by regulators.
The Italian Agency for Customs and Monopolies (ADM) blocked Polymarket in October 2025, preventing Italian users from accessing the platform. Italy’s gambling laws, including the 2018 ‘Dignity Decree,’ prohibit all advertising and sponsorships related to gambling with cash winnings. Yet, Lazio players were seen wearing the Polymarket logo during their recent match against Napoli, indicating the immediate effect of the sponsorship.
Polymarket has framed the partnership carefully, avoiding any reference to gambling. The company describes itself as Lazio‘s “official fan intelligence and digital insight partner,” focusing in sports data and technology. Matthew Modabber, Chief Marketing Officer at Polymarket, said, ‘Lazio represents a historic institution with a forward-looking vision. We are proud to collaborate with a club that shares our approach to innovation and the enhancement of data. And with the aim of building new experiences and new models in the world of sport.’
Claudio Lotito, President of Lazio, added, ‘Polymarket is a partner that interprets the future, capable of reading and analyzing trends with innovative tools. This deal helps position Lazio as an increasingly modern, open, and competitive entity in the new landscape of global sport.’
The sponsorship offers Polymarket substantial global exposure, leveraging Lazio‘s international fanbase and worldwide broadcast reach. While Italian users cannot access the platform, the deal capitalizes on the club’s global appeal. This approach reflects a broader trend among brands navigating Italy’s restrictive gambling laws, which are currently being assessed for potential reforms.
The legal status of prediction markets remains uncertain, as they argue they are financial trading platforms rather than gambling products. This distinction is still under review by regulators and courts, particularly in the U.S. For now, Lazio appears willing to embrace innovative partnerships that align with its vision, despite Italy’s gambling restrictions.
