Eurobet Italia has signed a multi-year main shirt sponsorship deal with AS Roma, placing the Eurobet.live brand on the club’s first-team shirts from the current season through to the end of 2028/29. The agreement is reported to be worth up to €16 million per year and was presented at a press conference in Rome’s Salone delle Colonne on 13 March 2026.
The deal ends a prolonged commercial gap for the Giallorossi, who had operated without a front-of-shirt partner since the expiry of the Riyadh Season agreement ahead of the current campaign. It also represents a significant revenue injection at a club that has cycled through several main sponsors during the Friedkin ownership era.
The Decreto Dignità Mechanism
Eurobet.live is not Eurobet’s primary consumer brand. It is a livescore and sports statistics platform that carries content across more than 30 sports. The distinction matters commercially: Italy’s Decreto Dignità, introduced in 2018, prohibits gambling operators from advertising directly on football club shirts and across sports broadcasts. The Eurobet.live vehicle allows the Eurobet brand family to secure prominent sports sponsorship exposure while technically complying with the advertising restriction. The arrangement follows a pattern used by other Italian operators navigating the same regulatory framework.
The logo debuted on Roma’s shirts on 15 March 2026, Matchday 29 of Serie A, in the away fixture against Como 1907 at the Stadio Giuseppe Sinigaglia. Shirts carrying the new branding were already available in-store at the time of the press conference, two days earlier.
Gandler: Commercial Growth Strategy
Michael Gandler, AS Roma Chief Business Officer, outlined the commercial rationale for the partnership and confirmed the exclusivity terms Eurobet.live secured on the shirt.
I am very happy and proud to be here today. It’s an important time for our club and our future. Soon after I joined Roma — in my very first week, in fact — I met Andrea and that was the start of the journey that has brought us here today. The discussion with our partner was always honest and transparent, even on the difficult days of the negotiation.
Gandler confirmed that Eurobet.live purchased exclusivity on the shirt, ruling out additional front-of-shirt inventory. The club has been rebuilding its wider sponsorship portfolio alongside the main deal. Hungary-based low-cost airline Wizz Air was announced as the official sleeve sponsor in December 2025.
On the club’s centenary in 2027/28, Gandler said joint initiatives with Eurobet.live are planned but declined to announce details. Both parties confirmed the 100th anniversary season is a focal point for the partnership’s long-term activation calendar.
Faelli: A Medium-to-Long Term Commitment
Andrea Faelli, CEO of Eurobet Italia, framed the deal as a strategic commitment rather than a short-term marketing placement.
We are proud to begin this collaboration with AS Roma, one of the most iconic clubs in Italian and European football. This partnership 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.
Faelli confirmed the minimum deal length was three years. Digital engagement is central to the activation plan, with fan-facing content across statistics, video and player data cited as priority outputs. He also referenced social initiatives, including a football pitch renovation completed by Eurobet in Secondigliano, as an indicator of the community dimension the partnership will carry in Rome.
The partnership’s commercial and digital scope extends Italy’s now-established template for operator-club relationships that operate within the Decreto Dignità framework. With Roma currently fifth in Serie A and active in the UEFA Europa League round of 16, Eurobet.live enters the arrangement at a point when on-field exposure is set to remain high through the remainder of the season. For more context on how betting operators are navigating Italy’s regulatory framework, see the Italy iGaming market analysis. The wider European picture on operator tax and compliance pressures is covered in the 2025 European iGaming Compliance Wrapped. Operator responses to legislative constraints — including advertising bans and sponsorship restrictions — remain a defining commercial theme, as outlined in UK tax increase coverage.
Source: AS Roma
