Eurobet.live becomes AS Roma main shirt sponsor
Table of contents
- AS Roma has confirmed a multi-year partnership with Eurobet.live as its new main shirt sponsor, running through the 2028/29 season.
- The Eurobet.live brand will appear on the first team’s kits from 15 March 2026, debuting in Roma’s Serie A home fixture against Como 1907.
- The deal marks Roma’s return to front-of-shirt sponsorship after beginning the 2025/26 campaign without a main kit partner.
AS Roma has confirmed a multi-year agreement with Eurobet.live as its new main shirt sponsor, ending the club’s run without a front-of-shirt partner. The partnership covers the current season through to the end of the 2028/29 campaign and was unveiled at a press conference at Rome’s Salone delle Colonne on 13 March.
Eurobet.live is a livescore and statistics platform covering more than 30 sports in real time. The brand is linked to Eurobet Italia, one of Italy’s licensed betting operators. Its use as a shirt sponsor, rather than the Eurobet betting brand itself, reflects the restrictions imposed by Italy’s Decreto Dignità — the 2018 law that prohibits direct gambling advertising in sport.
Navigating Italy’s ad ban
The livescore platform branding is a workaround adopted because the direct Eurobet mark cannot legally appear on club kits under the Decreto Dignità.
The approach mirrors those used elsewhere in Serie A: Inter Milan’s arrangement with Betsson Sport and similar partnerships involving LeoVegas.News at AC Milan have followed the same model, fronting a content or data subsidiary in place of the gambling brand.
Roma had been without a main shirt sponsor since the expiry of a two-year deal with Riyadh Season in June 2025.
According to reporting by Il Tempo, cited by Calcio e Finanza, the new agreement is understood to be worth between €13m and €14m per season, with performance bonuses potentially raising the annual value to around €16m. Neither AS Roma nor Eurobet Italia confirmed financial terms in their official statements.
Partnership goals
Ryan Friedkin, Vice President of AS Roma, said:
“We share with Eurobet.live the ambition to develop a series of digital initiatives designed to engage fans across all our platforms. By combining the global reach and passion of our fanbase with Eurobet.live’s expertise in infotainment and the digital world, we are confident that this partnership will create new and innovative ways for supporters to connect with the Club.”
Andrea Faelli, Chief Executive Officer of Eurobet Italia, said:
“We are proud to begin this collaboration with AS Roma, one of the most iconic clubs in Italian and European football. This partnership — which represents an important step in our growth and consolidation path within the world of sport — goes far beyond the scope of a commercial agreement: it is a long-term commitment to development and innovation, aimed at promoting sporting culture at every level and strengthening the connection with the local community.”
AS Roma Chief Business Officer Michael Gandler noted that the deal lays groundwork for the club’s centenary season in 2027/28, with joint fan initiatives to be announced ahead of the anniversary. Head coach Gian Piero Gasperini, present at the announcement alongside first-team players, described the partnership as arriving at a decisive point in the season.
Broader regulatory context
The deal arrives as debate over the Decreto Dignità’s future intensifies. Italy’s government has been in discussions with Serie A and Sports Minister Andrea Abodi about revising the ban, with the Senate’s 7th Commission having backed a reform proposal that would allow licensed operators to display their brands on club shirts and pitchside advertising.
Serie A has estimated the ban has cost the league around €80–100m per season in lost sponsorship revenue since it came into force in January 2019. Should the Decreto Dignità be amended, Eurobet could gain the option to display its full betting brand on Roma’s shirt, a development that would substantially increase the commercial value of this agreement.
For operators across Italy’s regulated market, the structure of the Roma deal is likely to serve as a reference point for how to approach sports-facing partnerships in the near term, regardless of how the regulatory debate resolves.
Keep reading
Do you have a story worth sharing?
Send it over to our editors!
