Marathonbet starts a marketing sprint race in Italy with Lazio shirt deal

August 20 – In what is probably the shortest shirt sponsorship deal in Serie A history, online bookmaker Marathonbet has agreed with SS Lazio to take the club’s premium sponsorship position in a deal that will terminate in January 2019.

Italy’s government is proposing a blanket ban on all sports betting advertising and sponsorship that will begin in January – the so-called ‘Dignity Decree’. A complete black-out of betting and gaming ads is expected to be complete by June.

Despite SerieA and its clubs lobbying hard to avert the implementation of the decree that they say will leave them at a competitive disadvantage in Europe as sponsors, Italian parliament has said that it will not stand in the way of the new regulation.

Marathonbet, which this season expanded its club sponsorships with City Football Group clubs Manchester City (England) and Girona (Spain), have said they are committed to growing their presence in Italy and have a four and a half month marketing window to build its Italian base of account holders.

Natalia Zavodnik, CEO of Marathonbet, said: “Working with a club with such an illustrious history as that of Lazio emphasises our intention to continue our growth in the Italian market and beyond, and we cannot wait to see the club’s path, both nationally and in Europe, this season.”

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