Polymarket pens $22m front-of-shirt sponsorship with SS Lazio 

Polymarket has been announced as the new front-of-shirt sponsor for Italian football club SS Lazio in a $22m deal that sees the prediction market make a significant marketing push in Europe.

Under the multi-year agreement, the platform will become the Rome-based club’s new main sponsor, as well as the official ‘fan intelligence and digital insights’ partner.

The move comes despite the ban on gambling sponsorships in sport in Italy that has been in place since 2018 as well as previous attempts by the Italian regulator to blacklist Polymarket.

Lazio has not had a front-of-shirt sponsor since the 2022-23 season. The club had previously partnered with crypto exchange Binance on a two-year deal.

Effective immediately, the agreement will cover the remainder of the 2025-26 season, as well as the 2026-27 and 2027-28 campaigns.

The deal includes an option to extend the agreement to cover the 2028-29 season.

Lazio debuted the new Polymarket-branded kit in their 2-0 away win over Napoli on Saturday, 18 April.

The total value of the deal is upwards of $22m (£16.3m) with “performance and activation-based bonuses” included.

Polymarket will be tasked with the development of “new forms of interaction between sport, data and technology” as part of the deal.

Lazio also becomes the first Serie A club to enter a partnership with Polymarket.

Since the 2018 Dignity Decree was approved, gambling sponsorships in sport have been illegal in Italy.

This has led to operators using infotainment news sites for advertising purposes, as in the case of Inter Milan and Betsson.sport.

Eurobet has made a similar move in its deal with AS Roma, using its live score platform Eurobet.live.

Eurobet.live is also a premium partner of Lazio.

In December 2025, Polymarket was blacklisted by the Italian Customs and Monopolies Agency (ADM) after the regulator deemed the prediction market as non-compliant with gambling regulations.

This ruling was subsequently reversed before the Regional Administrative Court in early 2026.

Polymarket allows users to trade on events using the Polygon blockchain. It remains inaccessible in the US, where prediction markets have exploded, but is due to return soon after acquiring QCEX last year.

SS Lazio president Senator Claudio Lotito said: “Polymarket is a partner that interprets the future, capable of reading and analysing trends through innovative tools.

“This agreement strengthens Lazio’s international growth path and confirms the club’s ambition to position itself as an increasingly modern, open and competitive organisation within the evolving global sports landscape.”

Matthew Modabber, Polymarket chief marketing officer, added: “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 data-driven value creation, with the goal of building new experiences and models within the world of sport.”

At the beginning of April, La Liga announced Polymarket as its official and excusive prediction markets partner in the US and Canada.

In North America, Polymarket has already announced partnerships with MLB, NHL, UFC and MLS.

In March it was reported that both Polymarket and rivals Kalshi were seeking $20bn valuations with new injections of capital from investors.

A new report from The Information has suggested the New York-based firm is in talks to raise $400m to be valued at $15bn.

Polymarket’s last investment was a $2bn fund from New York Stock Exchange owners Intercontinental Exchange, valuing the platform at $8bn.

The post Polymarket pens $22m front-of-shirt sponsorship with SS Lazio  first appeared on EGR Intel.

 Prediction markets platform makes move into European football despite restrictions on gambling advertising in Italy, with reports suggesting company is eyeing $15bn valuation on $400m raise
The post Polymarket pens $22m front-of-shirt sponsorship with SS Lazio  first appeared on EGR Intel.