Lazio has partnered with Kaiyun Sports, whose kaiyunsports.news branding will appear on the sleeves of the men’s first-team matchday shirts. The source describes Kaiyun Sports as an unlicensed company and says the partnership uses a website brand amid Italy’s restrictions on gambling marketing in football.
The partnership tests how gambling-related brands gain visibility in Italian football under advertising restrictions.
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Reportedly, StarVegas has raised the odds on Over 0,5 for Lazio-Parma from 1.03 to 8.00. New users must register through the dedicated landing page with SPID by 20:45 on Saturday 24 October 2026, with a maximum qualifying stake of €5. The bet is settled at the ordinary odds and the difference to 8.00 is credited as a Real Bonus within three days.
Italy’s Commission for the Verification of the Economic and Financial Balance of Professional Clubs reported that betting brands sponsor 24% of clubs in the top divisions of 55 European federations. Its report, updated to 31 July 2026, also noted three new Serie A sponsorship partnerships at the start of the current season. The commission said the Lazio-Polymarket agreement ended by mutual consent in mid-August after Italy’s customs and monopolies agency blocked the site.
AGCOM's guidance on gambling communications addresses branding that may promote gambling despite appearing informational, including marks on players' shirts, according to the report. Lazio announced Kaiyunsports.news as its Official Sleeve Partner for the 2026/27 and 2027/28 seasons, with its logo on the men's first-team shirt during Serie A matches; the report contrasts this with KAIYUN Sports' Asia-only Torino partnership.
Stefano Tino, managing director at Betsson Group, said in a LinkedIn post that the Lazio-Polymarket case will have a deterrent effect, with clubs and brands reflecting more carefully before entering similar partnerships. The partnership is reportedly heading for an early end after ADM blocked access to Polymarket in Italy. Tino said prediction markets could gain legitimacy by entering regulated markets, and that Google Trends showed peak interest in Polymarket after the block rather than at the sponsorship announcement.
Stefano Tino, managing director for Southern Europe at Betsson Group, said the ending of the Lazio-Polymarket sponsorship after ADM blocked access to the platform in Italy reinforces the credibility of the regulated market. Tino said clubs and companies will consider similar partnerships more carefully, and that prediction markets can gain legitimacy by entering regulated markets.