Italian heavyweight soccer club Lazio have ended their long-running search for a front-of-shirt partner after securing cryptocurrency-based prediction market firm Polymarket as their primary sponsor until 2028.
Polymarket becomes the club’s main sponsor as well as its official fan intelligence and digital insight partner, with the collaboration to focus on fan engagement and initiatives centered on integrated analysis, forecasting, and advanced digital content.
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The agreement, worth more than $22 million, with additional bonuses tied to performance and activations, was announced ahead of Lazio’s clash against Napoli on Saturday (April 18), where Polymarket’s logo debuted on the team’s shirts.
As well as the rest of the 2025-26 season, the agreement will cover the 2026-27 and 2027-28 campaigns, with an option to extend for 2028-29.
The partnership’s focus on Polymarket’s information website and not its trading activity is due to the company not holding an online gaming (ADM) license in Italy, meaning it cannot operate fully in the country.
While its site is accessible in the country, trading features are limited or unavailable for Italian users, who can only browse the company’s information. Similar restrictions are in place in other countries, including France, Switzerland, and Australia.
Announcing the deal, the club stated the collaboration is “in compliance with the applicable regulatory framework.”
For Lazio, the partnership brings in some much-needed income for the club, having been without a front-of-shirt sponsor since their two-year agreement with Binance ended after the 2022-23 Serie A campaign.
Polymarket joins Lazio’s commercial partner slate that includes Mizuno (technical sponsor), Aeroitalia (airline and global partner), TIM (official telco partner), and Enel (official energy partner).
Lazio president Claudio Lotito added: “This agreement strengthens Lazio’s path of international development and confirms the club’s desire to position itself as an increasingly modern, open, and competitive entity in the new landscape of global sport.”
The deal also adds to Polymarket’s sports sponsorship activity as it looks to boost its visibility, having earlier this month landed its first partnership with a European soccer league, teaming up with Spain’s top-tier LaLiga in North America.
The company also has partnerships with baseball’s MLB, ice hockey’s NHL, mixed-martial arts promotion UFC, and Major League Soccer, which includes serving as the exclusive and official prediction market for the domestic MLS Cup, MLS All-Star, and Leagues Cup competitions. It also has a partnership with the international sports streaming service DAZN.
