Betfair pulls the plug on affiliate partnerships in the UK and Ireland
Betfair has confirmed to its third-party partners that its affiliate marketing efforts will be discontinued in the UK and Ireland.
One of the biggest sports betting companies in the UK and Ireland, Betfair, has announced via email to its partners that its affiliate marketing work will be put on pause in the region.
The company states this is due to a need for cost-cutting measures, with all affiliate partnerships no longer valid from July 1, 2025.
Betfair confirmed that it was committing to cutting operational costs in home markets. It’s worth noting that, in most cases, companies using affiliate services are the ones who are held liable for mistakes made by their partners, leaving them potentially open to extra costs.
The company may well be reducing its reach in the regions by discontinuing its affiliate marketing arm. However, with mounting regulations in those areas as well, it could be that Betfair is closing itself off to further complications down the line.
What’s next for Betfair?New gambling regulations are on the way to Ireland in 2026, which could impact how operators work in Ireland. With potentially more strict rules on the way, Betfair might be cutting its losses in markets that are getting increasingly complex and expensive to operate in anyway.
With Betfair being one of the largest companies of its kind, some within the industry are concerned that other organizations could follow suit. This could, just like possible future regulations, make the UK and Ireland a less hospitable place for operators to work.
However, other areas like the Americas are seeing growing interest in online sports betting and other iGaming options, with Americas’ online gaming revenue set to match Europe’s by 2028. If that proves true, perhaps Betfair will put its affiliate marketing efforts into different regions.
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