Betfred To End Rugby League Sponsorship After 2026 Season Amid Rising Costs

Betfred has announced that it will end its sponsorship of rugby league at the conclusion of the 2026 season, bringing its decade-long association with the Super League to a close.

The Warrington-based bookmaker has served as the competition's title sponsor since 2017 and subsequently expanded its involvement to include the Challenge Cup and England's national teams.

However, owner Fred Done has confirmed that the company will not renew its agreement, citing increased gambling taxes and wage inflation as factors behind a wider review of Betfred's expenditure.

The decision follows the operator's announcement in July that it would close 132 betting shops across the UK, affecting approximately 600 jobs.

Betfred Ends Decade-Long Rugby League Partnership

Betfred first became title sponsor of the Super League in 2017, establishing a commercial relationship that continued for 10 seasons.

The bookmaker expanded its rugby league portfolio in 2021 by taking on sponsorship of the Challenge Cup. It has also served as a principal partner of England's men's, women's and wheelchair national teams for the past four years.

The partnership will conclude following the 2026 season, with Betfred confirming that it will not extend its existing arrangements.

Done said the decision had been made reluctantly following a reassessment of the company's commercial commitments.

“Regrettably, following last year’s extremely disappointing Budget, and the ensuing combination of tax rises and wage inflation that led directly to the 132 shop closures we announced in July, it has been necessary to review all Betfred spending,” he said.

“In that context, it is with a very heavy heart that we have taken the decision not to extend our support for rugby league.”

Rhodri Jones, Interim CEO of the Rugby Football League, acknowledged Betfred's contribution to the sport and thanked the bookmaker for its support.

“We are extremely grateful to Fred Done and the entire Betfred team for their backing, passion and dedication to our sport,” Jones said.

No replacement sponsor has been announced for the Super League or Betfred's other rugby league partnerships.

Gambling Tax Changes Prompt Spending Review

Betfred's withdrawal follows significant changes to the UK's gambling tax framework.

Remote Gaming Duty increased from 21% to 40% in April 2026, raising the tax rate applied to operators' online gaming profits.

A separate increase in General Betting Duty is scheduled to take effect in 2027, introducing a 25% rate for applicable betting activity. Horseracing, pool betting, spread betting and self-service betting terminals are excluded from the new rate.

The changes have prompted operators to review their financial commitments, although their impact varies according to each company's product mix and operating structure.

Done has attributed Betfred's decision to reduce its rugby league sponsorship expenditure to the combined effect of higher taxes and employment costs.

The company has not disclosed the annual value of its rugby league agreements or the amount it expects to save by allowing them to expire.

Betfred Cuts 132 Betting Shops And Approximately 600 Jobs

The sponsorship announcement follows a restructuring of Betfred's retail estate earlier this year.

In July, the bookmaker confirmed plans to close 132 betting shops, representing approximately 10% of its UK retail network and affecting around 600 employees.

At the time, Betfred CEO Joanne Whittaker said the closures were not attributable solely to gambling tax increases. She also identified higher employer National Insurance contributions and other operating costs as contributing factors.

The operator's wider retail business comprises more than 1,200 betting shops and employs approximately 7,500 people.

Done had previously warned that further tax increases could threaten the future of Betfred's entire UK retail estate, although the company has not announced plans to close all its shops.

Betfred has also reportedly considered entering the adult gaming centre sector as part of a potential diversification strategy. However, no formal decision or launch plans have been confirmed.

Other major betting operators have also reviewed their retail operations following the tax changes. Evoke, the parent company of William Hill, confirmed betting shop closures earlier in 2026 amid wider industry concerns about operating costs.

Betfred's departure from rugby league represents a further reduction in its commercial spending as the company adjusts to the changing financial environment.

For the sport, the announcement brings an end to one of its longest-running current sponsorship relationships and leaves its commercial representatives seeking new partners beyond the 2026 season.