Affiliate Operations to End by July
Heads up! Starting July 1, 2025, Betfair is shutting down its affiliate marketing programs in the UK and Ireland. This means all related services will be removed from their platform, affecting local media and partners.
Partners were told that this decision is due to “changes to the UKI market and an increasingly complex regulatory landscape.” The global affiliate program isn’t affected, but domestic affiliates should chat with their account managers before the deadline.
Regulatory Pressures Drive Strategic Exit
This is a big change for a well-known brand. Betfair, known for its betting exchanges, has always used affiliates to get more traffic and users. But with stricter rules and rising costs, the affiliate model isn’t as sustainable as it used to be.
The company has been putting more money into compliance and safer gambling in the UK and Ireland. Since 2022, they’ve spent over €100 million each year on responsible gambling initiatives across their brands.
In their 2022 financial report, they said that these regulations had reduced their profits by about £160 million. These pressures have continued into 2024, with the company contributing an estimated $1.04 billion to the UK government in taxes and other levies.
Industry Analysts See Broader Implications
Industry folks see Betfair’s move away from affiliate marketing as a sign of bigger changes in the UK market. Stricter advertising rules, more detailed affordability checks, and political uncertainty have made it harder to acquire customers, especially through affiliate networks.
Company leaders have said they’re still committed to the UK market but are adjusting their spending. Ending affiliate partnerships is part of a larger effort to be more efficient, including rethinking marketing strategies, customer incentives, and the retail performance of other brands.
Stay ahead of the game in the Bettingsite Comparison world – get the latest insights at BettingsiteComparison.com.
