The deal between the online operator and the Serie A club will run from now until the end of 2018 to avoid infringing on the upcoming advertising ban, or “Dignity Decree,” which is set to come into effect on 1 January 2019.

Natalia Zavodnik, CEO of Marathonbet, claimed the deal “emphasises our intention to continue our growth in the Italian market and beyond.”

However, growing into the Italian market once the ban comes into effect could prove difficult, as Google and Facebook are forced to comply with the new advertising ban.

Both of the tech giants, which have already enforced the ban, reported that unregulated gambling operators are appearing at the top of their users' gambling related searches as a result of the ban.

Operator Betway could also have its dreams of expanding in Italy thwarted, as it entered into a three-year training kit sponsorship with Lazio’s local rivals Roma in July this year. 

As the contract was entered into prior to the ban’s announcement, it will be allowed to continue until 30 June 2019, still two years short of its completion.

The ban is already impacting existing contracts, firms who rely on gambling advertising sponsorship such as football clubs, and operators who are looking to expand their businesses in Italy.