As an American I always get a kick out of bookmakers being involved with professional sports in Europe. Here in the US the major sports leagues want nothing to do with gambling ventures, but in Europe bookmakers can advertise and even sponsor teams. Why the difference?
Off the top of my head I can think of two alternate explanations. The first is that US sports consumers have a lower tolerance for (perceived) corruption. Italy has often been in the news for corruption in its association football system and I’m sure there are other instances. However, Europe has too many different people and cultures for this explanation to cover them all. It might sound appealing (to Americans) at first but I don’t think it’s very strong.
The other explanation is that gambling is legal in much of Europe. It was run by reputable organizations long before organized crime had a chance to get involved. There is no suggestion that these outfits compromise the integrity of the game (read: product). Because 1) gambling has traditionally been illegal in most places in the US and 2) people still want to do it, the void has often been filled by organized crime. With no reputation at stake and little else to lose at the organization level, the mob is free to (attempt to) influence the outcomes of games. Thus the major US leagues shy away from it.
Assuming gambling laws liberalize in the future this aversion to gambling sponsorship will probably pass too. Interestingly, there have recently developed ways to stake and win money based on the outcomes of sporting events that comply with gambling laws. As these are run by reputable companies the probability of fast-forwarding the process is high. From the position that gambling should always have been legal in the first place this is good news.