Italy’s sports betting market got a significant boost in September thanks to the late-August launch of another Serie A football season.

According to official figures, Italy’s retail and online sports betting licensees generated combined revenue of €139.6m in September, up nearly 19% from the same month last year. For the year-to-date, revenue is up 38.7% to €1.1b, of which online betting accounted for nearly €472m (+39.1%).

September’s online betting revenue shot up 25.7% to €60.5m, led (for a change) by SKS365 Group’s Planetwin365 brand, which captured a 16.2% share of September’s total. Traditional online market-leader Bet365 had to make do with a 15.5% share, while Snaitech was a distant third with 10.5%.

Interestingly, the last time Planetwin365 usurped Bet365 on the revenue chart was September 2017. We credited that year’s surge to interest generated by Planetwin365’s new betting partnership with footballers Napoli, a benefit that will disappear at the end of the current Serie A season, thanks to the country’s new gambling advertising and sponsorship ban.