Betfair to End UK and Ireland Affiliate Deals from 1 July 2025
This decision will see thousands of ad links and tracking codes go dark within the next 35 days, with affiliate traffic either redirected or zero-rated as revenue-share deals come to an end.
In a move sending ripples through the iGaming industry, Betfair has announced it will terminate all UK and Ireland affiliate agreements, effective 1 July 2025.
This decision will see thousands of ad links and tracking codes go dark within the next 35 days, with affiliate traffic either redirected or zero-rated as revenue-share deals come to an end.
The announcement follows a period of significant investment in safer gambling compliance by Betfair’s parent company, Flutter Entertainment. The group has reportedly spent over €100 million annually on compliance initiatives, and is now taking a more cautious approach by trimming marketing channels that present potential regulatory risks.
The shift signals broader changes across the industry. Other tier-one operators are expected to closely monitor conversion rates and compliance costs before renewing affiliate contracts for 2025 and beyond.
Affiliate marketing has long been considered the growth engine of European sports betting. However, escalating Know Your Customer (KYC) requirements, ad-tech audits, and affordability checks have increasingly shifted the risk-reward equation. With Betfair pulling out of affiliate marketing in its home market, the industry is now questioning who might be next.
The move raises pressing questions for different stakeholders:
For Affiliates: What is the contingency plan when a single operator accounts for over 20% of monthly commissions?
For Operators: Could forming tighter, quality-first affiliate partnerships offer a more sustainable alternative to complete withdrawal?
For Regulators and Banks: Will this shift inadvertently drive traffic toward unlicensed operators that operate outside regulatory frameworks?
As the July deadline approaches, the industry will be watching closely to see how affiliates, operators, and regulators respond to Betfair’s strategic withdrawal.
